VEGAS.com Optimizes Mobile Experience with SiteSpect A/B Testing and Targeting

Challenge:

Learn whether web content that was specifically tailored for mobile devices would improve the user experience, make the site stickier, and ultimately increase conversion rates.

Solution:

Having long used SiteSpect's multivariate testing and behavioral targeting technology to optimize its web content, VEGAS.com leveraged SiteSpect's new mobile optimization functionality to target mobile users and test a set of mobile-optimized site content.

Results:

In its mobile A/B test, VEGAS.com's mobile content outperformed regular non-mobile content across a number of key metrics. Some of the notable improvements that VEGAS.com achieved were:

  • 22% reduction in bounce rate
  • 16% increase in page views
  • 14% increase in hotel searches
  • Double-digit lift in conversion rate

Mobile on the rise.

Mobile users accessing the web are on the rise, as VEGAS.com, the largest city destination travel website in the world, recently determined. With 7% of its overall traffic already coming from mobile users, and growing by 6% each month, the company compared mobile with desktop behavior and discovered that mobile was significantly underperforming. Visitors to the mobile site could access general information, but couldn't perform basic transactions such as booking hotel rooms or show tickets. As a result, VEGAS.com's mobile site was converting less than 3 percent of its visitors and had a 50 percent abandonment rate. VEGAS.com sought to determine whether showing mobile users content that was specifically tailored for mobile devices would improve the user experience, make the site stickier, and ultimately increase conversion rates.

Having long used SiteSpect's multivariate testing and behavioral targeting technology to optimize its web content, VEGAS.com leveraged SiteSpect's new mobile optimization functionality to target mobile users and test a set of mobile-optimized site content.

Testing, testing, 1, 2, 3.

By running a controlled A/B test and measuring a variety of key user behavioral metrics, VEGAS.com discovered that mobile users do indeed benefit from a web experience tailored specifically around mobile device capabilities. Perhaps more importantly, VEGAS.com was able to quantify how the mobile-optimized content influenced user behavior, and in doing so, to predict the ROI of a larger-scope mobile effort. The success of the test is now enabling VEGAS.com to make informed business decisions going forward about their investments in mobile content development.

Vegas decided to focus on key content that users were already accessing via mobile, namely the Homepage, top-level category pages such as hotels and shows, and the hotel room search tool. In its mobile A/B test that ran for six weeks, VEGAS.com's mobile content outperformed regular non-mobile content across a number of key metrics. Some of the notable improvements that VEGAS.com achieved were:

  • 22% reduction in bounce rate
  • 16% increase in page views
  • 14% increase in hotel searches
  • Double-digit lift in conversion rate

"We're now seeing mobile users spending significantly more time on the site," said Mike Brown, Vice President of Optimization at VEGAS.com. "They're not as likely to abandon, and users are going to the big product category pages and booking more often. The mobile testing and targeting capabilities we're leveraging from SiteSpect are helping us redefine and prioritize the way we invest in the mobile channel so that we can deliver the best, most compelling experience to our users."

Low-risk mobile optimization.

Brown and his team created a mobile-friendly version of VEGAS.com based around the requirement that it had to display cleanly on iPhone and Android devices, the top mobile operating systems used by the site's audience. To conduct a low-cost, low-risk test, VEGAS.com created mobile-specific versions only for its highest-traffic content pages, including the homepage, category pages that list shows and tours, and its hotel booking search engine.

They then ran an A/B test campaign using SiteSpect, targeting only mobile users. Half of the mobile users saw the original desktop-oriented site, while the other half saw the mobile-specific test content. Brown's team used SiteSpect to measure dozens of performance metrics to find out exactly how the two versions of the site influenced mobile user behavior.

"Creating campaigns with SiteSpect is very efficient, and the mobile targeting capability made this test very easy to implement," said Brown. "The creative team constructed several mobile content templates, and used SiteSpect to deliver VEGAS.com's dynamic content through those templates for testing. The whole process took just under two weeks to go from drawing board to live testing, then approximately six weeks to get conclusive results."

Looking ahead.

Because the initial mobile targeting campaign proved so successful, VEGAS.com is continuing to ramp up its mobile optimization efforts by testing all its site's content, including additional e-commerce elements like the ones used to book trips and buy tickets. Brown's team expects these upcoming rounds of mobile-targeted optimization to boost conversion rates even more dramatically.

What Makes SiteSpect Different

Find out why SiteSpect is the trusted optimization platform of leading online businesses worldwide.

What makes SiteSpect different