hotels.com's cto & button's cro tap london presentation
TRANSCRIPT
Mike Dudas CRO& Co-Founder, Button
Thierry Bedos, CTO, Hotels.com
Say their smartphone makesthem more spontaneous
Growth in mobile travel bookingsbetween 2011 and 2016
Say mobile device is favouritetravel accessory
Travelers love mobile
52%1700% 76%
Phocuswright US Online Travel Overview, Hotels.com Mobile Tracker
36%38%42%52%
64%62%58%48%
Desktop
Mobile
1,470
2016
1,450
20152014
1,200
2013
970
Mobile
Desktop
Mobile becoming larger share of online time vs. desktop
Average minutes online, USA
Comscore
BookingInspiration & Discovery In-Stay Experience
But the user journey is fragmented across devices and appsDifferent devices and different sources for each stage
The app landscape is disconnected
151 tapson mobile from decision to
travel purchase
80%
36%
20%
64%
1
% time spent % dollars spent
Desktop
Mobile
1
Mobile
Desktop
Mobile isn’t convertingThere’s a 44% monetization gap between time spent and dollars spent
44% gap
Comscore, 2016
46%of people made their final booking decision on mobile yet moved to another device to complete the purchase.
Google, 2015
Criteo, 2016
3xApps convert at
rate of mobile web
BookingInspiration & Discovery In-Stay Experience
We’ve been making the entire user journeymobile & integrated
Connecting Inspiration/Discovery and Booking
Conde Nast Traveler meets Hotels.com
Improving booking on app and mobile web
• App landing page tailored to use case
• Additional payment methods e.g. Apple Pay
• Trip Planner • More personalised home
screen • Improved maps
• Responsive website • Migration to Google template
driven technology • Mobile first approach • Loading time and UX speed
optimisation • Improved maps
App Mobile Web
Providing In-Stay OptionsIntroducing the Hotels.com Concierge
Tap a ButtonPreview Inventory, Capture High Intent
Easily Purchase and BookBetter App Landing Experiences, More Purchases
And what’s next for a better connected space?
Taking That Next Step Gets EasierThe Latest Integration from Hotels.com
What does the future hold?Bookings completed in 3 taps.
Connecting Qudico to hungryhouse
conversion rate to purchase
higher conversion than mobile ads
repeat purchase rate
increase in time spent
28% 300%
41%24%
Results to Date
Connecting Uber to leading publisher's users
increase in time spent
increase in page visits
of users returned in 48 hours
11% 26% 21%
Results to Date
Leading Publishers Turning to Button for Commerce
Connecting to Commerce BrandsLeading commerce brands are already using Buttons and seeing success.
What can you do?Button Focuses on Integrations to Acquire Users
Simple IntegrationAll Mobile Experiences High Intent Users
We take care of everything so you can focus on your core business.
