Etail 2013: Rabbits from their Hats: Tricks Design-Savvy Executives Are Using For New Web and Mobile Revenue
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The document outlines strategies employed by Hotwire to enhance web and mobile revenue, focusing on understanding user behavior and promoting trust in their pricing. It describes how features facilitating price comparisons with other sites led to significant revenue growth. Key recommendations include knowing users, valuing their proposition, maintaining focus, eliminating unnecessary features, and ensuring fast search times.
Etail 2013: Rabbits from their Hats: Tricks Design-Savvy Executives Are Using For New Web and Mobile Revenue
- 1. Rabbits From Their Hats: Tricks Design-Savvy Executives Are Using For New Web & Mobile Revenue Melissa Matross @mmatross February 2013 www.visualphotos.com
- 5. So how does it work? 1. User does a search for flight, hotel or car 2. User sees Hotwire’s great prices and thinks “Let me check to see if this is a good deal” 3. User notices the “Compare with other sites” conveniently located on Hotwire’s search results 4. User thinks “Hey, this is easy. Hotwire must have the lowest prices since they are allowing me to check with other sites, but I’m going to check anyway…” 5. User selects on average 3 checkboxes and deeplinks to results on other sites 6. Hotwire gets paid for each search initiated on the other sites 5 | Media Strategy
- 6. Trick #1 Read minds Know your customer’s behavior
- 7. Collect payment on searches initiated from Hotwire (searches that users would do anyway)
- 8. Trick Believe in Magic #2 (Trust your value proposition)
- 9. Build confidence that Hotwire offers the best prices 9 | Media Strategy
- 10. Why did it work so well? • Lots of users cross shop • We treated it as a feature rather than ads • We designed it to highlight our exclusive opaque inventory & low prices • Sales team negotiates competitive CPC rates with partners 10 | Media Strategy
- 11. 2000% increase in revenue over 3 years
- 13. Trick “Hocus Pocus” #3 (Focus)
- 17. Trick “I can make you #4 disappear” (Remove unnecessary features)
- 19. Trick “Presto!” #5 (Speed Matters)
- 20. Search times 23.1 12.1 7.1 Full Site mWeb 1.0 mWeb 2.0 Full Site mWeb 1.0 mWeb 2.0
- 21. “Abracadabra!” (Summary)
- 22. 1. Know your user’s behavior 2. Trust your value proposition 3. Focus 4. Remove unnecessary features 5. Speed matters
- 23. Thanks! Questions? Melissa Matross mmatross@hotwire.com
Editor's Notes
- #15: Desktop customer:Environment differences25% same day61% 1 night28% 4 stars & aboveConsistent during work hour time of daySmartphone customer:Smartphone customer78% same day (25% desktop)80% 1 night26% Below 3 starsUsage peaks on way home from work and early eveningTablet customer40% same day67% 1 night35% 4 stars & abovePeaks after 9 pm