Description
CASE STUDY ON CLEARTRIP
CASE STUDY: Clear trip Campaign: Cleartrip drives conversions Client: Cleartrip Agency: Digital Quotient Background Launched in July 2006, Cleartrip is one of the top online travel companies in India with a 35% market share. Based on a straight forward premise of “making travel simple” for its customers, Cleartrip offers convenience, choice without confusion, multiple payment options, competitive prices and exclusive destination information with a customer oriented approach. But dealing with the Indian mindset that remains skeptical about dealers and their intentions, Cleartrip had a tough time in gaining credibility. However, Cleartrip was able to do so by upholding integrity and transparency which are the core values of the brand. It approached its customers at every touch point and managed to establish a presence. It tapped every viable social media touch point it could get to engage customers. But just when it thought all was going well for the brand, ClearTrip came up against the Google challenge! The challenge ClearTrip soon reached the stage of saturation in terms of online conversions. People depended more on Google search and hence to fight the approaching stagnation, Cleartrip decided to explore the social media and mobile, the alternative mediums for reaching out to your customers. Strategy Applying analytics was important to achieve a customized approach. Once the users downloaded the application, their entire approach to conversion behaviour was tracked. Different buckets were created based on user behaviour. According to the downloaded data, different customized offers were targeted at different customer groups. Customized exclusive offers were launched for different groups. Execution As the website and the mobile application tracked the behavior of users, they sent out customized options to them. For example, if a user had searched for flights to Kashmir in his last search, he would be reminded about that and existing offers related to that search would be directed to him. If a person searched for only morning flights he would be prompted with information about morning flights on his next log in with the pop-up „we know you like to travel on morning flights?. Such deep and focused approach pleasantly surprised the customers leading to higher conversions. Customers started relying on the website for more searches
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as they knew that Cleartrip could take care of their smallest travel requirement A new interface for mobile Results of the research revealed that a wide range of customers used their mobile phones for bookings. Cleartrip revamped their front-end to make it more user-friendly and to make Cleartrip a preferred travel planning website. Some of the key design features integrated into the site to make the experience simple were: Uniform itinerary format: Limited screen size demanded cutting down a lot of unnecessary information with a strong visual hierarchy to make it readable at an arm?s length. The itinerary display was uniformed for flights, hotels and trains. Trips by travelers: User could now filter the trip list by travelers who had booked earlier. This made it easier to quickly find the ticket details booked a month back. Cost break-up by the traveler: If a user was booking for friends or family, a little display of prices to be paid per person appeared, making collections easier. Results The strategy resulted in higher conversions. The click-through-rate doubled in comparison to other mediums. Registrations increased as the brand reached an entirely new set of audience. The cost-per-conversion was 40 per cent better than before. Now almost 70 per cent of the advertising spend of Cleartrip is online, exactly where its customers are. Improvising on their existing medium was the strategy that Cleartrip adopted. Through a simple but smart strategy ClearTrip had driven conversions.
doc_476365261.docx
CASE STUDY ON CLEARTRIP
CASE STUDY: Clear trip Campaign: Cleartrip drives conversions Client: Cleartrip Agency: Digital Quotient Background Launched in July 2006, Cleartrip is one of the top online travel companies in India with a 35% market share. Based on a straight forward premise of “making travel simple” for its customers, Cleartrip offers convenience, choice without confusion, multiple payment options, competitive prices and exclusive destination information with a customer oriented approach. But dealing with the Indian mindset that remains skeptical about dealers and their intentions, Cleartrip had a tough time in gaining credibility. However, Cleartrip was able to do so by upholding integrity and transparency which are the core values of the brand. It approached its customers at every touch point and managed to establish a presence. It tapped every viable social media touch point it could get to engage customers. But just when it thought all was going well for the brand, ClearTrip came up against the Google challenge! The challenge ClearTrip soon reached the stage of saturation in terms of online conversions. People depended more on Google search and hence to fight the approaching stagnation, Cleartrip decided to explore the social media and mobile, the alternative mediums for reaching out to your customers. Strategy Applying analytics was important to achieve a customized approach. Once the users downloaded the application, their entire approach to conversion behaviour was tracked. Different buckets were created based on user behaviour. According to the downloaded data, different customized offers were targeted at different customer groups. Customized exclusive offers were launched for different groups. Execution As the website and the mobile application tracked the behavior of users, they sent out customized options to them. For example, if a user had searched for flights to Kashmir in his last search, he would be reminded about that and existing offers related to that search would be directed to him. If a person searched for only morning flights he would be prompted with information about morning flights on his next log in with the pop-up „we know you like to travel on morning flights?. Such deep and focused approach pleasantly surprised the customers leading to higher conversions. Customers started relying on the website for more searches
?
?
?
as they knew that Cleartrip could take care of their smallest travel requirement A new interface for mobile Results of the research revealed that a wide range of customers used their mobile phones for bookings. Cleartrip revamped their front-end to make it more user-friendly and to make Cleartrip a preferred travel planning website. Some of the key design features integrated into the site to make the experience simple were: Uniform itinerary format: Limited screen size demanded cutting down a lot of unnecessary information with a strong visual hierarchy to make it readable at an arm?s length. The itinerary display was uniformed for flights, hotels and trains. Trips by travelers: User could now filter the trip list by travelers who had booked earlier. This made it easier to quickly find the ticket details booked a month back. Cost break-up by the traveler: If a user was booking for friends or family, a little display of prices to be paid per person appeared, making collections easier. Results The strategy resulted in higher conversions. The click-through-rate doubled in comparison to other mediums. Registrations increased as the brand reached an entirely new set of audience. The cost-per-conversion was 40 per cent better than before. Now almost 70 per cent of the advertising spend of Cleartrip is online, exactly where its customers are. Improvising on their existing medium was the strategy that Cleartrip adopted. Through a simple but smart strategy ClearTrip had driven conversions.
doc_476365261.docx