Case Study Air NZ – Website Conversion Optimisation The Client: Air New Zealand Limited is the national airline and flag carrier of New Zealand. Based in Auckland, the airline operates scheduled passenger flights to 25 domestic and 26 international destinations in 15 countries across Asia, Europe, North America and Oceania. The airline has been a member of the Star Alliance since 1999.

The Challenge: A significant number of Air New Zealand’s ticket sales are being done online and due to the high volume of traffic the site receives, even the smallest uplift in conversion rates has a big impact on the company’s bottom line. Air New Zealand has engaged Catchi to help them increase the websites conversion rates and create valuable insights into visitors’ behaviour in order to keep offering them a better experience and increase online revenue.

The Solution: Catchi has been working with the Air New Zealand Online Sales team for over two years now. After an initial website assessment using our unique Catchi Method which took place at the beginning of our working relationship, we created a clear testing plan, outlining which tests we suggested running on which pages and sections of the website. Since then we have been running tests across different areas of the site, including image tests, copy tests and Call-To-Action tests.

The Outcome: We have run tens of tests and below is an example of one of the image tests we ran on a landing page for Perth ticket sales. This was the image used for the Control:

Working with the Air New Zealand team we used the principle of focusing the image on the end benefit of the flight, not the flight itself to develop two variations. This principle is similar to what we used for an award winning test we ran for another Catchi travel industry client (link to Spaceships Case study). The image on the left below used in variation 1 had a similar result to the Control. The one on the right however (the beach) converted 16.6% higher than both the Control and Variation 1 (6.11% vs the Control converting at 5.24%).

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Another test we have run was the one below on a Sydney landing page. This test had one variation (on the right). The big difference here was the focus on the actual price of the ticket, vs the time the offer was available for (48 hours). We also added a second Call-To-Action to the landing page and removed the seat options:

The wireframes below show there was an increase in engagement with the copy and Call-To-Action buttons on the page:

This test resulted in a conversion rate of 8.62% for the Variation and a 7.01% conversion rate for the Control; an improvement of 23%.

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www.catchi.co.nz

About the Catchi Method: Catchi has pioneered the unique “Catchi MethodTM; 5 Key Steps to Optimal Conversion” for its clients. By following these steps we ensure working on all those different areas on your website that influence its conversion rate. Each improved area on itself will have a certain effect; however combined they will have a profound, exponential effect (it’s like baking a cake; only all the right ingredients in the right quantities will give a successful result). Using this method we are confident that we can optimise your website as well and improve its conversion rates, resulting in a higher number of sales and leads and an improved ROI on an ongoing basis. When these different success elements work effectively and in harmony, the result is a very effective website with optimal conversion rates and an excellent ROI. During the process we also apply our “TRAC-tionTM” approach): Trust, Relevance, Appeal and Trust, which combined with our methodology are key to an optimal functioning and converting website.

About Catchi Catchi helps companies to optimise their website Conversion rates, resulting in a higher percentage of visitors taking the action you desire. We are Australasia’s leading dedicated specialists in Conversion Rate Optimisation, which is a science and an art that requires a Specialist Team to get you the best and fastest results. We are also Australasia’s leading Optimizely Service Provider and only Visual Website Optimizer Certified Partner. Catchi’s philosophy is one of offering excellent value, key insights, displaying ongoing generosity while being hands on and generating outstanding results. We believe in a no nonsense, “nuts and bolts” kind of approach to create tangible results. We won’t boggle you with complex information or other confusing theoretical stuff. During our optimisation projects, we’ll create clarity and specific action steps for you. We just get to work and ensure your website and landing pages work and convert to the max. Throughput the process we’ll keep you in the loop so you know what’s happening. Contact us for more information or an obligation free quote: www.catchi.co.nz/contact

Copyright Catchi Limited 2015

www.catchi.co.nz