GoAir’s ROI soared to the skies with 8X growth Using Actionable Analytics to Re-engage the Customer
clicks on targeted promotions with 10% conversions
Users allowed BPNs from mobile
Increase in overall website traffic
Increase in Return on Investment
- Conversion rate
GoAir has a flight-booking platform and it noticed an increase in the dropout rate in the customer journey of website visitors
- Poor customer experience
They were using broadcast emails which had a generic link redirecting the user to the site’s homepage, requiring the user to fill all the details of his ‘search’ all over again
- Scattered customer data
The data collected thus far was not in a consumable form
To get Unified View of the consumer: The campaign decided to integrate its website data, channel data, and CRM data.
Customer journey: Analysis of data showed that many users were dropping out at stage 2 of the funnel i.e. after viewing the flight search results page, and stage 3 i.e. after entering passenger details.
An automation workflow was designed thus:
- Engaging with Stage 2 Drop-outs: The user in this stage is anonymous – it was decided to engage them with Browser Push Notifications (BPN) and Web Messages.
- Retargeting Stage 3 Drop-outs: The user in this stage has filled in the contact details and therefore, after a wait time of 20 minutes, a reminder email and BPN were automatically triggered
The Attribution Dashboard of the marketing automation & analytics platform helped understand the exact effectiveness of each of these journeys across different channels.