Brian Perez

Prior to our rebrand and relaunch, we only supported an iOS and Android app. Upon joining the company I began to advocate for building a responsive website. A responsive website would allow us to increase our audience and user base while also decreasing our marketing cost. At the time an app install was costing us between $1.30 - $2.00 per install. A website would help us decrease cost by more than $1.00 per user, driving a user to the site would cost us less the $.10 per visit. Making sure the site was responsive would allow users to have the same portable core experience our app users where accustomed to. 

After the launch of the site we immediately began to notice an increase in MAUs. Within the first 3 months of the site's launch we experienced a 35% increase in MAUs. By 6 months post launch we where enjoying a 72% increase in MAUs and this was all because of our new site. Over 80% of the new visitors where on a mobile device.

With the reduction in cost on ad spend to drive initial visits we were able to increase spending to drive repeat visits to our site and focus on app download CTAs within the site. 

Our team was tasked with improving our Express Deal product and increasing growth. We already knew that users who successfully booked where 2x as likely to become repeat bookers. The problem was the ambiguity around Express Deals. The fact that we could not publish the name of the hotel until the user booked the room created a lack of consumer confidence in the product. You can see that the information we provided was lacking at best.

We ran several tests to drive bookings and increase conversion below are the results.

• Added a generic bedroom image to the details page resulted in 39 net incremental bookings per day, a 3.44% increase in conversion.

• Adding neighborhood information resulted in 60 net incremental bookings per day, a 4.06% increase in conversion

• Reorganizing the content hierarchy of the details page resulted in 70 net incremental bookings per day, a 3.68% increase in conversion.

• The cumulative effect of all these iterative tests resulted in a 39.4% YOY growth for Express Deals.