02 Sep See How Copper Mountain Increased Online Revenue By 41% In 12 Months
early 2014, Copper Mountain, one of North America’s Top 10 year-round mountain destinations, launched a new mobile booking site using Spotlio’s Mobile Marketing Platform on top of their existing Inntopia booking system. Spotlio helped Copper launch the new site just in time for the summer season 2013. And the online business results for May 2014 to April 2015 compared to the previous year speak for themselves:
- 41% increase in revenue
- 23% increase in transactions
- 298% increase in mobile lodging transactions
- 104% increase in average cart value
Want to know how Copper was able to achieve this level of year-over-year growth? In order to capitalize on mobile traffic, you must have an evolving strategy and the right set of tools. Here are 3 key learning points from Copper Mountain’s 2015 Case Study that’ll help you maximize revenue from mobile customers:
1. Install a single solution for both web and mobile booking.
It’s no secret that travelers are increasingly transitioning to their mobile devices to plan holidays and to book their accommodations. It is now mandatory to offer an excellent online booking experience that is optimized for mobile devices. In fact, Google is making it mandatory beginning with their last SEO update from April 2015. If you’re not ready, you stand to lose what will soon become the majority of your customer base.
The first order of business is to reduce the bounce rate for your booking process on all mobile devices. This will immediately increase the volume of total online transactions. As you optimize your mobile booking process, it becomes easier for potential customers to begin and complete the booking transaction. By keeping your web and mobile booking processes aligned to just one streamlined shopping window, your customers will more easily evolve to mobile and your conversion rates will increase. This is especially critical to returning clients – don’t make them learn something new.
We’d been looking for an efficient way to make our mobile visitors’ booking experience mirror the desktop experience in look and feel and taking advantage of all of our Inntopia booking engine’s capabilities. With Spotlio’s mobile booking interface to our booking engine, we’re able to deploy and maintain a single solution for all of our customers web and mobile booking experiences.
- Ram Mikulas, Reservation Manager at Copper Mountain.
2. Plan for constant evolution
In the 21st century, the only constant is change. You must assure your mobile booking platform has the flexibility to allow you to adapt around your business rules. Booking engines rarely provide this capability in a way nimble enough to allow reservations managers to adapt to customer needs. Any solution you build or buy should make it easy to add additional components to package options. This is vital as your customers get more comfortable booking larger packages through mobile devices.
Simplifying the process for bundling products together will increase your average cart value.
Avoid error messages and corner cases like the plague! Have a plan to return the user to the previous screen if an error occurs. If you must display a pop-up message during the booking process take extreme care that it makes sense and doesn’t frustrate the user. Keep it simple and don’t make them think. Your reward is a drastic reduction in cart abandonment.
Flexible minimum stay restrictions will improve the customer experience at the end of the booking process and lead to
a reduction in cart abandonment.
3. Use The Best Tools Available For Customer Tracking and Optimization
There are amazing (and affordable) tools available that allow you to better understand your customers needs, their behavior on your site, the changing market habits, and shifts in their booking priorities. Remember, the only thing we can count on is that EVERYTHING will change. So pay close attention in order to spot new trends early.
To help you maximize mobile revenues, use the following 3 tools on top of your reservation engine to stay alert to the changing needs of your audience. With the right tools, constant optimization and learning how your customers behave becomes fast and easy.
Google Tag Manager
To quickly and easily improve your customer tracking and optimization of your mobile website and mobile apps use the new Google Tag Manager. By constantly gathering data about where users are moving around on your mobile booking page, you’ll better understand what is working well and where to improve. Further A/B testing becomes easier and the average value of your shopping carts will increase. Sometimes a simple change in color or placement of a button can make a massive difference in conversions.
The Google Analytics extension for the Chrome browser lets you analyze your booking page traffic in real-time. Specifically, watch your bounce rate – where are they coming from, how long are they staying, and where are they going after they leave – all of this data helps you better understand what’s influencing your visitors’ behavior and learn how to increase your conversion rates.
Spotlio Mobile Booking
Caution: we’re about to toot our own horn here. The Spotlio Mobile Booking interface on top of your booking system (e.g. Inntopia) is fully optimized for both the Google Tag Manager and Google Analytics. It puts you in the driver’s seat to continuously optimize the booking experience and drastically increase your overall booking revenue in the shortest possible amount of time. This is how Copper Mountain increased their mobile lodging transactions by 298% and we want you to try it for yourself.
Now, this just a start, but if you keep these simple strategies in mind while keeping a focus on the overall mobile booking experience, you’ll find yourself outperforming your revenue targets much faster than you ever thought possible.
If you’d like to learn more about these topics or just speak to one of our experienced mobile booking UX designers, we’re happy to set up a free consultation. We look forward to helping you maximize your mobile revenues.