Tips for More Effective Customer Acquisition with AI-Driven Personalization

As the head of growth marketing for a 1-to-1 personalization platform, I probably spend an unhealthy amount of time thinking about the opportunities marketers have to leverage tech to do our jobs better. So I was excited to be asked by Multiplica to share thoughts on how marketers should start thinking about AI-powered personalization.

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Topics: "personalization", AI

5 Biggest Mistakes Travel Websites Can Easily Avoid

Posted by Rebecca Moo on August 14, 2019

The digital travel space is infamously fast-paced and competitive as users are faced with an often overwhelming number of sites, choices, paid searches, and SEO taps that all work to drive traffic – and ultimately conversions and bookings – to their websites.

One of the biggest challenges for travel and hospitality websites, and this includes online travel agencies and direct booking sites, is to create unique value in such a crowded digital marketplace by providing the best user experience possible.

This “optimized” user experience then leads to increased engagement and, when done right, moves the user effortlessly from the homepage, to the category, through product detail pages, and finally to the point of conversion.

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Topics: Test and Optimization, Digital and Media Marketing

Five ways travel websites can increase last-minute bookings

Posted by Tracy Parks on August 08, 2019

Last-minute travel planning can be a dreaded undertaking for many users, but for the travel industry, it is their life's blood. Getting customers to move quickly on their travel plans is a Herculean task, with prices always in flux and cost-conscience customers on the hunt for the best deal. So how can you help your site get those coveted last-minute bookings? 

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Topics: Test and Optimization, Digital and Media Marketing

5 Important Things All Travel Websites Should Test

Posted by Alex Purkiss on July 31, 2019

“The world is a book, and those who do not travel read only one page.”
– Saint Augustine.

The travel and tourism industry generated roughly $8.8 trillion in 2018. and grew faster than the global economy for the eighth year in a row. Amid such growth and competition for market share, brand recognition, and user loyalty, travel companies must take a long, hard look at their conversion rate optimization strategies to determine whether or not their websites and digital channels are doing all they can to capture as much of this revenue as possible. The only way to find out if your travel site is fully optimized is to test it thoroughly and continuously. After all, you can’t improve what you don’t measure, so here 5 important things all travel websites should test to make sure they are keeping up with user demand's and generating positive online revenue: 

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Topics: Test and Optimization

3 Simple Ways to Avoid Failed A/B Tests

Posted by Optimization Team at Multiplica on July 29, 2019



Even though you may be testing your website rigorously, you could unknowingly be making crucial statistical errors that are preventing your conversion rates from growing. These errors could be skewing your testing results, giving you false data. What’s worse is that your team is likely using this false data to optimize your website, increase conversions, and grow your company or department.

This is why valid, error-free A/B testing results are so important.

Check out our quick 3-step checklist for performing accurate A/B tests and retrieving valid data so that you can build an overall successful optimization strategy for your business:

Step 1: Before Testing

• Analyze your Analytics tool data to help inform you of what to test.
• Pick 3 metrics (e.g. Revenue, Conversion Rate & Bounce Rate) that you want to improve.
• Validate the data and metrics chosen with a 2nd source, such as your internal backend solution to ensure that the data is telling the same story in both sources.

Step 2: During Testing

• Ensure that you set up click goals (the basic goals to measure click analysis).
• Ensure that your test is able to track the metrics you selected in step one – the ones that you want to improve.
• Monitor tests closely during the early days. As the test progresses, ensure you are thinking of ways to amplify results.

Step 3: After Testing

• Evaluate the results of your click goals and metrics.
• Check for anomalies in the data (spikes and dips) that may have been caused by large purchases or promotions.
• Most importantly, understand that if a test fails there is always something to learn from it!

Need help with testing and optimization? Email us at optimization@multiplica.us

 
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Topics: AB Testing

8 Common UX Mistakes that Even Big Brands Still Make

Posted by Optimization Team at Multiplica on July 09, 2019

You have an optimized homepage, attention-getting CTAs, and a mobile-friendly site. But are you still losing customers due to a friction-filled user experience? If so, you’re not alone. Even large brands with countless resources sometimes get UX wrong on their most important landing pages. So that you can quickly identify weaknesses in your own UX, here is a snapshot of eight seemingly no-brainer UX mistakes that even the most well-known websites still make: 

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Topics: User Experience, AB Testing, Optimization

Multiplica is Headed to Digital Travel Summit!

Posted by Optimization Team at Multiplica on June 21, 2019

The Multiplica Team is excited to be a part of Digital Travel Summit 2019, Europe's premier event for digital marketing leaders in the travel industry, on June 25-26 in London.  

What are some of the topics and insights we'll be sharing?

      - how to increase conversions and drive ROI 
      - how to create highly personalized user experiences       
      - current digital marketing trends, challenges, and innovations 
      - strategies for increasing direct bookings 
      - how to take an omni-channel approach to CRO
      - how to leverage complex data and analytics 

Here's how you can connect with us at the event and beyond:

VISIT OUR BOOTH

What: Learn more about Multiplica US, a full-service digital marketing agency that specializes in Conversion Rate Optimization, UX/UI, and Analytics for the travel industry, and pick up some of our popular "Get Shit Done" swag! 

Where: Booth 3, Twickenham Stadium, London 

When: June 25-26

Who: Meet our CRO experts Jan Marks, Danielle Schwolow, and Jamey Maloney

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Topics: Travel Industry Optimization, Travel, Travel Industry, AB Testing, Optimization, digital marketing, conversion rate optimization, events

Words that Sell: 9 Ways Copywriting Can Drive Conversions, Engagement for Travel Websites

Posted by Optimization Team at Multiplica on May 21, 2019

Sometimes, it’s not what you say, but how you say it.

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Topics: Travel Industry Optimization, Travel, Travel Industry, Sales, conversion rate optimization, copywriting

How to Overcome the 4 Most Common Roadblocks to Website Optimization

Posted by Danielle Schwolow on May 09, 2019

When marketers are tasked by their company leaders to activate an optimization strategy within their organization, they may not realize the hurdles and challenges that are likely to come their way in the process and the kinds of resources they’ll need to successfully optimize their company’s website(s). 

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Topics: Travel Industry Optimization, Travel, Travel Industry, AB Testing, Optimization, "personalization", digital marketing, conversion rate optimization

How to Optimize Your Travel Website for Voice Search: 6 Simple Strategies

Posted by Optimization Team at Multiplica on February 21, 2019

We are in the midst of a rapid technology shift with the rise of voice search. Google projects that 50 percent of all online searches will be voice searches by 2020, and the devices for these will be in 55 percent of U.S. homes by 2022.  

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Topics: Travel Industry Optimization, Travel, Travel Industry, Optimization, conversion rate optimization, voice search optimization, voice search