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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
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MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE TO THE RIGHT CUSTOMER
DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL
@DAVESLOCOMBE
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CLICK TO EDIT MASTER TITLE STYLETRAVEL GROWTH
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CLICK TO EDIT MASTER TITLE STYLELAST-MINUTE SEARCHES
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CLICK TO EDIT MASTER TITLE STYLEGLOBAL GROWTH SNAPSHOT
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
100 – 200+ %
50 – 100 %
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CLICK TO EDIT MASTER TITLE STYLEMOBILE STRATEGY
Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
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KNOW YOUR CUSTOMER
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER LIFECYCLE
Understand your mobile trafficUse web analytics: which devices, traffic, referrers
SEO
DIRECT
PAID
Social
Viral
Affiliate
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CLICK TO EDIT MASTER TITLE STYLELIFECYCLE MOBILE WEB TO APP
Understand your mobile customer lifecycle
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CLICK TO EDIT MASTER TITLE STYLECUSTOMER INSIGHT
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CLICK TO EDIT MASTER TITLE STYLEINCREASE FIDELITY AND REPEAT
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CLICK TO EDIT MASTER TITLE STYLEWEB DISCOVERABILITY
Optimise your website for mobile trafficAdvertise in search, social, affiliate channels,
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CLICK TO EDIT MASTER TITLE STYLEREDUCING FRICTION
KISS – Keep it simple stupid!Do one thing well and focus on optimising it
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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
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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
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CLICK TO EDIT MASTER TITLE STYLEUK restaurant
locations user searches
for restaurants
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CLICK TO EDIT MASTER TITLE STYLESEASONAL SEARCH DISTANCES
April May June
Oct Nov Dec
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DO ONE THING WELL
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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
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CLICK TO EDIT MASTER TITLE STYLEDELIVER WOW
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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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