After a revision in April 2017, the website of BTG Homeinn is still lack of differentiated and inaccurate user positioning which resulted in a waste of resource and loss of users.
Lack of accurate user positioning, causing users to exit the landing page without accessing the accurate content they searched.
Lack of accurate user positioning, causing users to exit the landing page without accessing accurate content they searched.
The loss of user was due to long and ambiguous processes during the conversion process, which makes users lose their patience.
The membership registration rate increased by 38%; the CTR of banners rolling on the homepage increased by 20%; the conversion rate of orders increased by 31%; regular customer rebooking rate increased by 30%.
Effective use of the budget; eliminated uncertainty; increased predictability.
Crowd positioning - match official website, Homeinn CRM and Gridsum label system for ID level data matching; customize Homeinn exclusive label system and enrich user portrait; personalized material push, creative display and official website content recommendation (geographical positioning matches targeted regional activity page, check-in city distribution matches travelling activity page, point consumption matches business activity page); and with the help of partners' media resources, achieve accurate coverage of Homeinn official website users.
Landing page — change the display of hotel list to sorting by city floating at top banner so that users can quickly locate targeted city and view by click.
Conversion process — shorten the page length, reduce overlong pages and blank parts wasting the effective area of the page so users can view the reservation information at any time; change the low-exposure core conversion button located at the bottom of the page to the one which is always suspended and fixed at the bottom of the screen to enhance exposure, to increase user conversion rate; optimize the whole processes from searching to conversion at all levels of the website to ensure the conversion on the official website.
The membership registration rate increased by 38%;
The CTR of banners rolling on the homepage increased by 20%;
The conversion rate of orders increased by 31%;
Regular customer rebooking rate raised by 30%.