part 4: david slocombe, head of mobile, lastminute.com

Technology Solutions for Tourism ConferenceFriday 1 March 2013

Where Technology and Tourism Collaborate

Mobile web and apps – delivering the right experience to the right customer

David Slocombe, Head of Tourism, Lastminute.com

MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE TO THE RIGHT CUSTOMER

DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL

@DAVESLOCOMBE

CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH

CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES

CLICK TO EDIT MASTER TITLE STYLEGLOBAL GROWTH SNAPSHOT

GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]

100 – 200+ %

50 – 100 %

CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY

Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers

google

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KNOW YOUR CUSTOMER

CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE

Understand your mobile trafficUse web analytics: which devices, traffic, referrers

SEO

DIRECT

PAID

Social

Viral

Affiliate

CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP

Understand your mobile customer lifecycle

CLICK TO EDIT MASTER TITLE STYLE

CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT

CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT

CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY

Optimise your website for mobile trafficAdvertise in search, social, affiliate channels,

CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION

KISS – Keep it simple stupid!Do one thing well and focus on optimising it

CLICK TO EDIT MASTER TITLE STYLECONVERTING FROM WEB TO APP

Understand the value of an app vs mobile web to your customers, create a deeper relationship

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KNOW YOUR CUSTOMER’S CONTEXT

CLICK TO EDIT MASTER TITLE STYLEDIFFERENT DEVICE CONTEXTS

Always with youPersonalIn storeLocation awareLast-minute purchases

Travel companionCouch surfingShop browsing Larger purchases

Travel companionCouch surfingShop browsing Larger purchases

CLICK TO EDIT MASTER TITLE STYLEUK restaurant

locations user searches

for restaurants

CLICK TO EDIT MASTER TITLE STYLESEASONAL SEARCH DISTANCES

April May June

Oct Nov Dec

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DO ONE THING WELL

CLICK TO EDIT MASTER TITLE STYLELASTMINUTE.COM HOTELS USA

Reduce frictionKISS!

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DELIVER WOW

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Reduce frictionFaster checkout

Deliver Wownew technology =a better user experience

CLICK TO EDIT MASTER TITLE STYLEDELIVER WOW

CLICK TO EDIT MASTER TITLE STYLETAKEAWAYS

• Know YOUR customer! – Know your primary traffic channels, devices, traffic, referrers– Get out of the building! Meet your customers regularly, show them early designs– Look for the Minimum in the Minimum Viable Product– Which customers would benefit from apps, which benefit from mobile web

• Deliver WOW to get noticed, gain traction

THANKYOU

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