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.
“It was all click-to-call purchasing,” says Mike Brown, VP of optimization at Vegas.com. With the exploding popularity of iPhone and Android smartphones, Vegas.com saw its mobile users grow to 7% of all traffic, increasing every month. “We said, ‘We know this needs to be enhanced somehow, people are booking more online, and there's more of them.'”