Travel and Mobile - Best Practices

Best practices for the travel industry.

Transcript

1. Best practices for the travel industry May 2016
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. • Founded in 2011. > $50m funding.
 • SF, LA, NYC, London & Dublin locations. • Focus exclusively on large enterprises
 • Installed in over 1.8 billion mobile apps Companies use Swrve to grow their mobile business.
6. Each day Swrve tracks over 10 billion events from millions of users with mission critical reliability and responsiveness. • 99.99% uptime over past 12 months. • 502ms responsiveness to every event. • European & US data centres.
7. Customer Success Team Global technical and mobile marketing team. • 100% of new customers live & onboarded within 60 days.
 • 100% satisfaction on support tickets (ave time 1.7 hours)
 • 95% customers login daily.
 • 24/7 support
8. Know customers individually, interact with them personally, to grow your mobile business.
9. Most companies know very little about their customers
10. Activated Booked 1st flight New 1st App Open Engaged At Heathrow now Disappearing LTV: $4,750 1.8 billion apps 100,000 events/second Segment in real-time

11. Activated Booked 1st flight New 1st App Open Engaged At Heathrow now Disappearing LTV: $4,750 Onboarding Re-engage N u r t u r e 1.8 billion apps 100,000 events/second Segment in real-time
 Personally interact
12. Installed App A mobile journey
13. 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.
14. 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
15. @barryno #SwrveMMA 15 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?
16. Focus on activating new users BA Activated Me 1.Registered & in loyalty program 2.Granted essential permissions
17. 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.
18. Focus your first- touch experiences solely on your core activation goals. Intro Push Permission Location Permission
19. 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
20. Once onboarding is optimised, localise. It will drive global activations
21. Variant 2 Variant 1 ! Duplicate*this*campaign Last%week Last%month Since*start ENGAGEMENT METRICS Campaign*Report Message*Details A7er*seeing A7er*clicking 320 Impressions 105 Clicks 32.8% Click-through Rate 240 Users 0 0 0 No*Account/In<App*Message (80*users***40*clicked) 0 0 0 C O 20.0% 20/100 45.0% 45/100 No*Account*Create (80*users***40*clicked) A Account*Create (80*users***40*clicked) O 0 0 0 O B 40.0% 40/100 Subsequent Time in App after seeing Subsequent Number of Sessions after seeing 2.64 sessions/user 3.91 sessions/user 3.18 sessions/user 4.80 minutes/user 3.80 minutes/user 4.10 minutes/user Click-through Rate clicks/impressions 0 0 0 No*Account/In<App*Message (80*users***40*clicked) 0 0 0 C O 5.00 $/user 25.00 $/user No*Account*Create (80*users***40*clicked) A Account*Create (80*users***40*clicked) O 0 0 0 O B 1.00 $/user Shares after seeing Premium Subscription after seeing 0.01 per*user 0.3 per*user 0.02 per*user 5.2 per*user 2.27 per*user 3.14 per*user Revenue after seeing Test multiple variants on the fly Days versus months to find out how best to optimise activation
22. Installed App Onboard Nurture A mobile journey
23. 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 7 Day 7
24. 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
25. Installed App Onboard Nurture Personally Engage A mobile journey
26. 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.
27. Target: Active customers who purchased in the last year and responded to previous sales campaigns flights_promo Personal and contextual messages achieve between 45%-65% engagement. Start with the right audience Create ‘live’ segments based on actual interests and behaviours
28. Variant 2 Variant 1 When you test, you achieve better results. Purchased Swrve lets you focus on conversion goals.
29. 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 personalise, engagement jumps 10X Hyper-targeted: Searched Rome on website
30. 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.
31. Summary: Personalisation plays a defining role in mobile engagement.
32. Installed App Onboard Nurture Personally Engage Purchase Trip A mobile journey
33. Mobile experiences much higher cart abandonment. No1 reason: users got distracted before completing purchase. Automating intelligent re-engagement strategies really pays off.
34. It pays off to make re-engagement personal Day 3
35. It pays off to make re-engagement personal, and omni-channel Day 3
36. Installed App Onboard Nurture Personally Engage Purchase Trip Pre-trip Up-sell A mobile journey
37. 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
38. When selling Don’t offer multiple options Rather test multiple variants No1 Variant 2 Variant 1 Variant 3
39. And know how well each campaign is monetizing Variant 3
40. Installed App Onboard Nurture Personally Engage Pre-flight Update Location Messaging Purchase Trip Pre-trip Up-sell A mobile journey
41. 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
42. 43 Transactional messaging lets your in-house systems converse directly with customers. Swrve injects dynamic content “bring an umbrella”!
43. Installed App Onboard Nurture Personally Engage Customer Satisfaction Pre-flight Update Location Messaging Purchase Trip Pre-trip Up-sell A mobile journey
44. 45 Real-time customer surveys >40% engage…and then over 70% complete the survey
45. Analytics tell you what is happening Surveys tell you why its happening
46. Know customers individually, interact with them personally, to grow your mobile business.
47. Best practices for the travel industry May 2016