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Cтас Левитан - Тренды в онлайн-трэвел. Почему знания - сила в цифровом мире

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Стас Левитан, Региональный менеджер в регионе СНГ, Similarweb, на Travel Tech Conference Russia 2017 (http://traveltechcon.ru)
"Привлечение качественного трафика, инструменты и возможности".
Видео: https://youtu.be/Y9KqjkPGADA
Подпишитесь на новости конференции: http://eepurl.com/b1mqrj

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Cтас Левитан - Тренды в онлайн-трэвел. Почему знания - сила в цифровом мире

  1. 1. The digital world today: Knowledge is Power
  2. 2. Every Website Every Mobile App Ranking Engagement App Store Category Keywords Traffic Metrics Traffic Sources Audience Industry Content Digital Insights for 226 Countries & Territories ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Business Proprietary & Confidential | 2
  3. 3. Ecommerce Internet & Telecom Finance Brands Travel Our Customers Business Proprietary & Confidential | 3
  4. 4. Mission Airlines Industry Deep dive Business Proprietary & Confidential | 4
  5. 5. Business Proprietary & Confidential | 5 Airlines Market in Russia August 2017
  6. 6. Airlines Market in Russia: What Changed? Aug ‘16 to Aug ‘17 Business Proprietary & Confidential | 6 82% 77% 16 Aug 17 Aug Top 5 Players Share Others
  7. 7. Airlines industry in Russia is growing at a rapid pace. YoY traffic to top-30 websites in the industry grew 19%. Business Proprietary & Confidential | 7 Airlines Market in Russia: Market Shares Distribution Aug ‘16 to Aug ‘17
  8. 8. Business Proprietary & Confidential | 8 Look at the Data in the Context: Traffic to vim-avia.com Sep 1st to Sep 28th 2017
  9. 9. Business Proprietary & Confidential | 9 Summary • Demand for Airlines Services in Russia is growing rapidly • Airlines Industry is seeing growth of market shares of smaller players • Data should be seen in context of the market, news and global factors
  10. 10. Mission What you should know about Email Business Proprietary & Confidential | 10
  11. 11. More than 20% increase of market share YoY Business Proprietary & Confidential | 11 How the “Others” are growing in Market Share 17 Aug Top 5 Players Share Others 77%
  12. 12. Winners: Uralairlines.ru is Securing the Lead against Competition Sep ‘15 to Aug ‘17
  13. 13. Winners: Source of Constant growth for Uralairlines.ru Aug ‘16 to Aug ‘17 Traffic from Email increased more than X5.5 times since Aug -16 and became 2nd biggest source of desktop traffic after organic search
  14. 14. Business Proprietary & Confidential | 14 Summary • Ural Airlines was the only player in top 5 who not only did not lose, but increased his market share. • They outpaced competition by generating a whopping growth in traffic from e-mail channel. • E-mail marketing is not dead.
  15. 15. Mission Business Proprietary & Confidential | 15 What you should know about Referral Traffic
  16. 16. Winners: Top by YoY Growth of Market Share Aug ‘16 to Aug ‘17
  17. 17. Nordwindairlines.ru winning the referral traffic race Aug ‘16 to Aug ‘17
  18. 18. Insights: Business Proprietary & Confidential | 18Aug-17 (Russia, Desktop Traffic) Referral Traffic to Nordwindairlines.ru When competitors see a decline in referral visits after season's peak, nordwindairlines.ru starts to drive even more 01 01
  19. 19. Organic Visits Paid Visitsskyscan.ner.ru aviasales.ru momondo.ru avia.yan.dex.ru Other 18% 55% 13% 5% 9% Business Proprietary & Confidential | 19 Top Referring Meta Search Websites Jun to Aug ‘17 Traffic from Top-4 Meta Search websites
  20. 20. Business Proprietary & Confidential | 20 Summary • By diversifying referrers profile one can reach referral traffic growth ( even after peak of the season ends.) • Websites that produce content for bargain hunters win the race • Learn how to work with meta searches and referral websites (meta search).
  21. 21. Thank You Business Proprietary & Confidential | 21

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