Mobile Best Practices for the Airlines Industry

Mobile means opportunity: in both booking improved travel experience. But on a crowded screen, how do you remain top of mind?

Transcript

1. Best practices for the airline industry
2. 2 Experience Historically, the primary experience was the actual journey. Loyalty
3. 0 25 50 75 100 2014 2015 2016 2017 2018 2019 Until Mobile Changed Everything $65BN Travel Business Today Mobile represents 47% of all sales. Hitting $100BN in the next three years. Source: eMarketer US mobile travel sales ($BN)
4. 4 Personalised Experience + Now, mobile is the connective tissue of the travel experience. Loyalty
5. Installed App A mobile journey
6. 1 7 14 30 60 90 Days since App Install 20 40 60 80 100 % of users still active 25% of new users will open your app just once. 80% of new users will abandon your app within 90 days. If nobody uses your app, you have no mobile strategy.
7. 1 7 14 30 60 90 Days since App Install 20 40 60 80 100 % of users still active Apps that optimize onboarding improve retention by >200% Optimized onboarding
8. @barryno #SwrveMMA 8 Mobile-first companies optimise onboarding on the fly • No coding • No release to the app store • See impact in real-time • Exploit time as competitive- advantage Do you want to wait 12 months to optimize onboarding?
9. Focus on activating new users BA Activated Me 1.Registered & in loyalty program 2.Granted essential permissions
10. Create, deploy first touch experiences - on the fly, without code, or resubmitting to the app store. If it is not activating, change it in an instant.
11. Focus your first- touch experiences solely on your core activation goals. Intro Push Permission Location Permission
12. Always explain the value to users from permissions (e.g. push). Opt- in rates will increase 200%-300%. 0 20 40 60 80 No Pre-Prompt Pre-Prompt
13. Once onboarding is optimised, localise. It will drive global activations
14. Variant 2 Variant 1 Test multiple variants on the fly Days versus months to find out how best to optimise activation
15. Installed App Onboard Nurture A mobile journey
16. It is normal for onboarding to continue long after Day1 A message schedule (push, in- app, email) to new users increases activation rate by >55%. Day 7 Day 3 Day 1 Day 30 Day 90
17. Target: Customers with >5,000 points and no miles credit card Trigger: 5 seconds after a user checks out their frequent flyer account Nurture behaviours that deepen usage and habits
18. Installed App Onboard Nurture Personally Engage A mobile journey
19. Are you engaging? The problem with broadcast messages: Notifications such as this flight sale achieve between 2-3% engagement. The reality: You are training 97% of your customers to ignore you.
20. Target: Active customers who purchased in the last year and responded to previous sales campaigns flights_promo s Personal and contextual messages achieve between 45%-65% engagement. Start with the right audience Create ‘live’ segments based on actual interests and behaviours
21. Variant 2 Variant 1 When you test, you achieve better results. Purchased Swrve lets you focus on conversion goals.
22. Variant 3 Optimal: Sent at the perfect time for each customer based on their unique usage. Personal: Simple things like using peoples name Contextual: Insert points status. And when you personalize, engagement jumps 10X Hyper-targeted: Searched Rome on website
23. Variant 3 Variant 4 The great advantage to mobile is we know the location & language of every user. This lets you localise on the fly.
24. Summary: Personalisation plays a defining role in mobile engagement.
25. Installed App Onboard Nurture Personally Engage Purchase Trip A mobile journey
26. Mobile experiences much higher cart abandonment. No1 reason: users got distracted before completing purchase. Automating intelligent re-engagement strategies really pays off.
27. It pays off to make re-engagement personal Day 3
28. It pays off to make re-engagement personal, and omni-channel Day 3
29. Installed App Onboard Nurture Personally Engage Purchase Trip Pre-trip Up-sell A mobile journey
30. When selling on mobile Don’t push lots of different offers Rather target offers to specific customers. Economy travellers most likely to upgrade LHR passengers who purchased Heathrow express in the past
31. When selling Don’t offer multiple options Rather test multiple variants No 1 Variant 2 Variant 1 Variant 3
32. And know how well each campaign is monetizing Variant 3
33. Installed App Onboard Nurture Personally Engage Pre-flight Update Location Messaging Purchase Trip Pre-trip Up-sell A mobile journey
34. Useful, timely notifications are how today’s brands build value. Dynamic, location-aware messaging • Location triggered • Personal • Gate information • Knows time is tight • Offers a solution
35. 35 Transactional messaging lets your in-house systems converse directly with customers. Swrve injects dynamic content “bring an umbrella”!
36. Installed App Onboard Nurture Personally Engage Customer Satisfaction Pre-flight Update Location Messaging Purchase Trip Pre-trip Up-sell A mobile journey
37. 37 Real-time customer surveys >40% engage…and then over 70% complete the survey
38. Analytics tell you what is happening Surveys tell you why its happening
39. Know customers individually, interact with them personally, to grow your mobile business.
40. Best practices for the travel industry May 2016