VEGAS.com Optimizes its Mobile Site Via Testing, Behavioral Targeting
Problem: VEGAS.com, the most trafficked city destination travel website in the world, wanted to create a more "finger-friendly" experience for its mobile users.
Solution: Partnered with a provider of multivariate testing and behavioral targeting technology optimized for mobile.
Results: In just six weeks, VEGAS.com boosted its conversion rate, increased its engagement through a reduction in its bounce rate and saw its page views jump as compared to its nonmobile site pages. In addition, the site saw an increase in hotel searches.
With 7 percent of its web traffic coming from mobile users (and this number continuing to rise), VEGAS.com determined its mobile site wasn't quite ready to handle the masses. Visitors to the mobile site could access general information, but couldn't perform basic transactions such as booking hotel rooms or show tickets. As a result, VEGAS.com's mobile site was converting less than 3 percent of its visitors and had a 50 percent abandonment rate.
"We knew we had a problem," says Mike Brown, vice president of optimization at VEGAS.com. Around the launch of the iPhone, Brown recalls, "it was time to take mobile marketing seriously."
Enter SiteSpect, a provider of multivariate testing and behavioral targeting technology for websites, and its new mobile targeting capabilities. VEGAS.com partnered with the vendor to test and optimize its websites for mobile web users. VEGAS.com ran a controlled A/B test targeted at just mobile users, designed to measure user behavioral metrics. This data allowed VEGAS.com to make informed decisions about its future, including investments in its mobile content development.
"We're now seeing mobile users spending significantly more time on the site," notes Brown. "They're not as likely to abandon, and users are going to the big product category pages and booking more often. The mobile testing and targeting capabilities we're leveraging from SiteSpect are helping us redefine and prioritize the way we invest in the mobile channel so that we can deliver the best, most compelling experience to our users."