Better Revenue through UX:Bringing Down the Banners the         Hotwire Way       Melissa Matross           March 2012
“What do you hate most   about the site?”
“If you want to get rid of the ads,     find a way to replace the             revenue.”
So how does it work?1.   User does a search for flight, hotel or car2.   User sees Hotwire’s great prices and thinks      ...
Behavior   Collect payment on searches initiated               from Hotwire(searches that users would do anyway)
BrandBuild confidence that Hotwire offers the best                   prices                                     8 | Media ...
Competition. Other industries.
Data.
Why did it work so well?     • Lots of users cross shop     • We treated it as a feature rather than ads     • We designed...
Concerns?Would this cannibalize purchases?
2000%increase in revenue    over 3 years
What can you do?1.Quit complaining2.Know your customer3.Look at other industries4.Know & speak the data5.Own your solutions
Questions?  Melissa Matrossmmatross@hotwire.com
Better Revenue through UX: Bringing down the Banners the Hotwire Way
Better Revenue through UX: Bringing down the Banners the Hotwire Way
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Better Revenue through UX: Bringing down the Banners the Hotwire Way

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Talk at Adaptive Path: Managing Experience (MX) 2012

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Better Revenue through UX: Bringing down the Banners the Hotwire Way

  1. 1. Better Revenue through UX:Bringing Down the Banners the Hotwire Way Melissa Matross March 2012
  2. 2. “What do you hate most about the site?”
  3. 3. “If you want to get rid of the ads, find a way to replace the revenue.”
  4. 4. So how does it work?1. User does a search for flight, hotel or car2. User sees Hotwire’s great prices and thinks “Let me check to see if this is a good deal”3. User notices the “Compare with other sites” conveniently located on Hotwire’s search results4. User thinks “Hey, this is easy. Hotwire must have the lowest prices since they are allowing me to check with other sites, but I’m going to check anyway…”5. User selects on average 3 checkboxes and deeplinks to results on other sites6. Hotwire gets paid for each search initiated on the other sites 6 | Media Strategy
  5. 5. Behavior Collect payment on searches initiated from Hotwire(searches that users would do anyway)
  6. 6. BrandBuild confidence that Hotwire offers the best prices 8 | Media Strategy
  7. 7. Competition. Other industries.
  8. 8. Data.
  9. 9. Why did it work so well? • Lots of users cross shop • We treated it as a feature rather than ads • We designed it to highlight our exclusive opaque inventory & low prices • Sales team negotiates competitive CPC rates with partners11 | Media Strategy
  10. 10. Concerns?Would this cannibalize purchases?
  11. 11. 2000%increase in revenue over 3 years
  12. 12. What can you do?1.Quit complaining2.Know your customer3.Look at other industries4.Know & speak the data5.Own your solutions
  13. 13. Questions? Melissa Matrossmmatross@hotwire.com

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