TripAdvisor has focused on improving its mobile experience over several phases: 1. It launched a mobile app and saw high mobile web traffic with a poor user experience. 2. It focused on optimizing the mobile web experience by simplifying pages and quickly releasing new features. 3. TripAdvisor expanded its mobile offerings by developing additional mobile apps and optimizing pages like attractions for smaller screens. 4. When developing for mobile, TripAdvisor considered questions around user goals, devices, promotion, and testing to ensure usability and meet its strategic goals.

1. TripAdvisor’s Mobile Journey
Nathan Clapton
Mobile Partnerships
nathan@tripadvisor.com

2. Soon, the number of mobile devices will DWARF the number of PCs
Source:
London 18 July 2012 Nathan Clapton

3. Smart vs. Dumb
Source: Business Insider, The Future of Mobile, March 21, 2012
London 18 July 2012 Nathan Clapton

4. TripAdvisor – Worldwide
The world’s largest travel website
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000
TripAdvisor Media Group 64,803
TripAdvisor 50,665
Booking.com 37,581
Expedia 34,027
Qunar 22,429
Yahoo! Travel 22,049
Hotels.com 15,260
Kayak.com Network 14,887
Ctrip.com International 14,020
Indian Railways 12,772
Priceline 11,988
Southwest Airlines Co. 10,980
Orbitz 10,109
About.com Travel 9,344
HomeAway 9,092
Ryanair 8,700 TripAdvisor is:
eDreams 7,897
EasyJet 7,455 +48% larger than Expedia
Hotwire 7,453
AOL Travel 7,263 +129% larger than Yahoo Travel
Lonely Planet 7,216
Voyages SNCF 7,082
Source: Comscore March 2012
London 18 July 2012 Nathan Clapton

5. The Significance of Reviews
How important are user reviews to you
I won’t book a property unless it has reviews.
when determining which hotel to stay at?
Source: Commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online
Survey”
London 18 July 2012 Nathan Clapton

6. TripAdvisor is the most popular and largest travel
community in the world with….
20 million+ registered members contributing
More than 60 million reviews and opinions (40 new posts contributed every minute of every day)
On 1.5 million+ destinations, hotels, attractions, and restaurants

7. The Travel Cycle
London 18 July 2012 Nathan Clapton

8. Facebook launches a Platform
Local Picks launches on Facebook
London 18 July 2012 Nathan Clapton

9. Phase 1: TripAdvisor evolves on mobile
…we launched an app
Desktop Location- Local Restaurant
Web based Picks Details
… then came an app store
London 18 July 2012 Nathan Clapton

10. Meanwhile users were browsing our desktop site on phones
A lousy experience with high bounce rates
Nov 2009 6 Weeks, No Specs
~1MM Uniques/month Just make it better
London 18 July 2012 Nathan Clapton

11. Phase 2: Focus on mobile web
• Focused on Mobile Web traffic (not apps) by building simplified versions of TA pages
for mobile web
• Launch new features quickly and iterate on User Experience issues
• 30+ mobile related releases in first 12 months
London 18 July 2012 Nathan Clapton

12. Phase 3: TripAdvisor Mobile Expands
TripAdvisor TripAdvisor Seat Guru TripAdvisor
‘Hero’ App Mobile Site Mobile App City Guides
TripAdvisor
Tablet iOS/Android
London 18 July 2012 Nathan Clapton

13. Attractions much more interesting on mobile
Attraction Pages = 13%
of traffic
Attraction Pages = 16% Attraction Pages = 7% of
of traffic traffic
London 18 July 2012 Nathan Clapton

14. User Flow
London 18 July 2012 Nathan Clapton

15. Optimize for a small screen experience
VS
London 18 July 2012 Nathan Clapton

16. Ask yourself?
Questions..
What purpose do I want my mobile site to serve?
What are my mobile customers doing?
What devices are they using?
How do they find me?
How often do they return?
Am I serving an existing audience or looking for new
customers?
How will I promote my app/mobile site?
How can I test?
London 18 July 2012 Nathan Clapton

17. Development Decisions
Maximise Usability
Mobile Web or App?
Native or html5
How many platforms?
In-house or outsource
Decide on goals up
front? Revenue?
London 18 July 2012 Nathan Clapton

18. THANK YOU
nathan@tripadvisor.com
18 July 2012