Problem: VEGAS.com, the most trafficked city destination travel website in the world, wanted to create a more "finger-friendly" experience for its mobile users.
Solution: Partnered with a provider of multivariate testing and behavioral targeting technology optimized for mobile.
Already the largest city-specific destination travel website in the world, Vegas.com wanted to ensure it was also one of the most cutting edge. More than two years ago, the company began to embrace mobile as an important platform for its users. However, its marketing team noticed a higher level of abandonment, compared to the traditional Web.
The definition of “landing page” is changing as the Web site homepage takes a back seat to external channels such as Facebook, and visitors today more often than not first arrive on internal pages at a publisher’s site thanks to links and search. But regardless of what you consider a landing page to be, the goal remains to drive action.
Apps are great, but companies looking for maximum reach are increasingly concerned with optimizing their mobile websites. Vegas.com, one of the top city destination websites, has been doing just that over the past year, with some interesting results.
SiteSpect is not a tag-based solution, which is perfect for non-intrusive testing. In other words,you don’t have to add snippets of code to your site that a vendor claims won’t (but we all know occasionally do) mess up your pages.
Also, no content is stored on the SiteSpect system itself, just for testing. And soon, SiteSpect claims you will be able to store page variations within your own SiteSpect install.
Not until Vegas.com enlisted SiteSpect to run some simple tests did the travel/destination website realize how much revenue it was losing because of its mobile strategy. Within a month and a half, Vegas.com had a new plan in place that has already dramatically increased conversion rates.
You have heard the saying, “When you optimize for everyone, you optimize for no one,” right?
It sounds obvious: optimize for the right audience to achieve your online marketing goals. But many marketers do not – for several reasons.
The red Vegas.com logo sits atop the page, inside just a simple banner bearing the phrase that informs visitors to Mobile.Vegas.com that here they can "book shows, tours and more." Above the fold, visitors see an offer for a show—Le Rêve: French for "The Dream"—a brief plot description and a bright green "Buy Tickets" button.