Through an in-depth market research commissioned earlier that year, Corporate Traveller sought to find out the emotive triggers that would drive decision makers towards consideration and ultimately take action to choose Corporate Traveller for their business travel needs.
From this research, an insight was formed which identified cost, more importantly savings as the major factor that would convince a decision maker to consider a travel manager for their business travel needs.
In creating the solution, there was a clear hypothesis that was developed:
"We believe by showing users how much they can save in their time and costs from using a travel manager it will create the value-added emotive and stimulate response towards taking action and creating that internal dialogue within their organisation."
Armed with this hypothesis, we began by leveraging the travel calculator as the main page to drive traffic, create a value-added engagement piece and, facilitate exploration and sales.
My role looked at developing the user journey from media, to the onsite experience, and post-campaign page experience.
Leveraging my experience in UX, digital planning and strategy development, I was able to effectively communicate the journey from each of the digital platforms and work with media planners and designers to develop the right search terms and employ various A/B activity to optimise the page during the campaign
Some of the specifics included:
The result was as success with a 900% increase in sales QoQ and a 54,000% ROI!
The campaign was a collaborative approach for the organisation, leveraging various technologies to improve experience, cross-functional team work both internally and agency partners and regular communication and coordination from operations to facilitate and close sales.
