Better Revenue through UX: Bringing down the Banners the Hotwire Way
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Hotwire found a way to replace banner ad revenue by allowing users to compare Hotwire's prices with other travel sites directly from Hotwire's search results. This increased the likelihood users would find Hotwire had the lowest prices. Hotwire was paid for each search initiated on other sites. It worked well because many users cross-shop, it was presented as a helpful feature rather than ads, and Hotwire's exclusive deals and low prices were highlighted. This led to a 2000% increase in revenue over 3 years without cannibalizing Hotwire's own sales.
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Better Revenue through UX: Bringing down the Banners the Hotwire Way
- 1. Better Revenue through UX: Bringing Down the Banners the Hotwire Way Melissa Matross March 2012
- 2. “What do you hate most about the site?”
- 4. “If you want to get rid of the ads, find a way to replace the revenue.”
- 6. So how does it work? 1. User does a search for flight, hotel or car 2. User sees Hotwire’s great prices and thinks “Let me check to see if this is a good deal” 3. User notices the “Compare with other sites” conveniently located on Hotwire’s search results 4. User thinks “Hey, this is easy. Hotwire must have the lowest prices since they are allowing me to check with other sites, but I’m going to check anyway…” 5. User selects on average 3 checkboxes and deeplinks to results on other sites 6. Hotwire gets paid for each search initiated on the other sites 6 | Media Strategy
- 7. Behavior Collect payment on searches initiated from Hotwire (searches that users would do anyway)
- 8. Brand Build confidence that Hotwire offers the best prices 8 | Media Strategy
- 10. Data.
- 11. Why did it work so well? • Lots of users cross shop • We treated it as a feature rather than ads • We designed it to highlight our exclusive opaque inventory & low prices • Sales team negotiates competitive CPC rates with partners 11 | Media Strategy
- 12. Concerns? Would this cannibalize purchases?
- 13. 2000% increase in revenue over 3 years
- 14. What can you do? 1.Quit complaining 2.Know your customer 3.Look at other industries 4.Know & speak the data 5.Own your solutions
- 15. Questions? Melissa Matross mmatross@hotwire.com