This document discusses opportunities and challenges in mobile marketing for travel sites, and outlines a solution momondo implemented. The solution was to [1] create a simple mobile site focused on core functionality like flight searches, [2] hire a part-time app promotion expert, and [3] gradually improve the app. This approach led to positive results, including a 450% increase in mobile traffic and 260% increase in app downloads. Moving forward, momondo plans to invest more in their mobile team and products, and increase mobile advertising.

1. What’s next
in travel and online marketing?

2. not a travel agency
not an air company
not a booking portal
not selling tickets
Independent Travel Site
Meta-Search
Searching hundreds of websites
Travel Hunting Tool
The of Travel
We love technology and have passion for travel.

3. How to develop and employ
a successful mobile strategy in 6 months

4. Opportunities
• Searches on Google from mobile were growing 300% YoY
• Increase in search volumes on mobile/ decrease on desktop
• Low CPCs on mobile

5. Opportunities always come with challenges

6. We thought we were mobile, we had an app and we were cool!
We were Superman, ready to take over the mobile world
Challenges
2 years ago, momondo lauched the App

7. Challenges
M-site challenges
• Bounce rate of 40% & conversion rate -90% vs. desktop
• Poor usability
• Loss of brand and SEO traffic to competitors
We were giving away 10% of our traffic to competitors!

8. Challenges
Challenges with the App
• No resources to further develop the app
• No resources to promote it: time consuming, many
platforms, costly
• Not possible to measure ROI & CPD=EUR 2-3.
• No growth in downloads or app revenue
• Poor app & continuously poor ratings

9. We had to move fast,
and find a solution

10. And we soon found the answer...
Simplicity was the key to an effective
solution!

11. Solution
Creating a m-site was not an option
• Management did not understand potential in m-sites
• Lack of m-site development recourses
• Expensive to use an agency

12. Solution
Simple & cheap m-site with core functionalities
• Can be developed in-house (4-5 working days)
• Supports brand and “top-of-the-iceberg” traffic
• Bookmark implementation & increase of direct traffic
• Create test markets to measure cross device conversions
• M-Site remarketing – To retain current customers

13. Solution
A part-time App-Promotion Guru
• Improve product with development & agency
• Campaigns on App-Promotion platforms: Facebook & Google
• Identify new advertising platforms
• React to feedback on App Stores
Higher ratings – Higher app ranks – Lower cost per download

14. Effect
• Launch of a very simple simple m-site
– Flight Search only
– No design layers
• Immediate effect on key indicators
• Management focus on m-site traffic

15. Simple, fast solutions
lead to good results

16. Results
ReLaunch of momondo m-site
• Test site lead to manament approval to launch a
Full Scale m-site
• Employment of 2 mobile developers
• Focus on design, usuability and cross promotion
of products
• Conversion rates -10% compared to Desktop
• ROI +5% compared to desktop due to cheaper
traffic
• Traffic increase from Dec. 2012 to Jan. 2013
450% (averagely 70.000 users per day)

17. Results
momondo App
• 260% increase in daily downloads
• Increase in App Ranks due to better ratings
• Cost per download down by approx. 150%

18. Good results don’t last forever.
So, what’s next?

19. What’s next?
Invest in constantly improving the product
• Mobile team of 10-12 developers in 2014
• Pressure on OTAs to develop m-site
Invest more in advertising
• Target 20% of total traffic from mobile device in 2014

20. Va multumesc pentru atentie!
Happy Travelling!
www.momondo.com | kah@momondo.com