The Sun Shines for Sunweb Holidays as Personalised Content Drives Online Conversions and Sales
公司规模
200-1,000
地区
- Europe
国家
- Netherlands
产品
- LiveEngage
- Live Chat
- Click-to-call
技术栈
- Behavioural Content Targeting
- Dynamic Banner Displays
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 应用基础设施与中间件 - API 集成与管理
- 平台即服务 (PaaS) - 连接平台
适用功能
- 商业运营
- 销售与市场营销
服务
- 云规划/设计/实施服务
- 软件设计与工程服务
关于客户
Sunweb Holidays is a subsidiary of Sundio Group and is a popular travel holiday company. The company specialises in European sun and ski holidays and is used by nearly 800,000 people a year to make individual or group bookings. As an online travel company, Sunweb Holidays faces the challenge of a highly competitive industry where the cost of targeting customers has risen significantly. Despite spending a large portion of its marketing budget on Google Ad Words, the company was not seeing the return on investment it required. The company also had limited IT agility, with a small local team only able to control the site content via a Content Management System that offered limited personalisation and reporting capabilities.
挑战
Sunweb Holidays, a popular travel holiday company, was facing challenges in the increasingly competitive online travel industry. The cost of targeting customers had risen significantly, with 50% of the company's marketing budget being spent on Google Ad Words alone, which was not driving the required return on investment. The company also suffered from limited IT agility, with a small local team only able to control the site content via a Content Management System that offered limited personalisation and reporting capabilities. Sunweb Holidays wanted to capitalise on the growing number of visitors to its website and convert them into sales, rather than just focusing on driving traffic to the website.
解决方案
Sunweb Holidays decided to implement LivePerson's digital engagement solution, LiveEngage, after considering various onsite targeting and conversion rate optimisation solutions. LiveEngage was the only platform that could combine content targeting, Live Chat and click-to-call under a unified, intelligent digital engagement platform. This would enable customers to be targeted with personalised content, such as messages and offers, based on specific behaviour. The team tested the effectiveness of content targeting through dynamic banner displays on the Sunweb Holidays brand site. Using LiveEngage, Sunweb was able to implement several targeted campaigns based on user behaviour. For example, for users returning after considering offers on a specific destination, a dynamic banner that showed their destination directly upon arrival on the site was displayed. This banner campaign generated a 31 per cent increase in sales compared to a group not subjected to it.
运营影响
数量效益
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