This document discusses Interhome's online optimization strategies. Interhome is a vacation rental company with over 45 years of experience and 46,000 properties. They receive over 15 million annual unique visitors to their websites. Interhome analyzes web analytics data like search terms, online campaigns, and traffic sources to understand user behavior and optimize aspects like the search functionality, marketing campaigns, and landing pages. The goal is to continuously improve the online customer experience and booking process.

1. Optimisingthe Online Channel Jean-Marc Bolfing, bolyticsgmbh

2. Topics ofthispresentation About Interhome Web Analytics Strategy Online optimisation in practice Some examples What’s next?

3. Context About Interhome

4. Interhome? ...more than 45 years experience. ...more than 525,000 guests per year. ...more than 46,000 properties. ...more than 15M unique visitors p.a. On its websites.

5. A look back in history… 1965 1977 1980 1989 1998

7. Carefree letting of their property

8. Accommodation for holiday

9. Exclusive contracts

10. Control over inventory

12. US:5.000 Interhome’s portfolio 57%of properties in 3 countries: FR, ES, IT 88%of properties in 7 countries:AT, CH, DE, FR, IT, ES, HR FI:4.000 DK:6.000 UK:300 IE:200 PL:350 DE:1.400 BE/NE:750 CZ / SK / HU:750 FR:6.500 AT: 1.600 CH: 3.300 HR:1.500 AD:30 IT:4.000 PT:400 ES:3.500 GR:50 TR:150 AE:2

13. Sales organisation 22countries with sales activities in Europe, USA, UAE and India 20,000Travel agents 3.000Affiliate partners no.interhome.com Interhomeusa.com interhome.fi interhome.se interhome.ru dk.interhome.com interhome.nl interhome.ie interhome.pl interhome.co.uk interhome.be interhome.cz interhome.de interhome. sk interhome.at interhome.ch interhome.fr interhome.hr interhome.it interhomeuae.com interhome.es interhome.in

14. Distribution channels More than50% online Online-Channels

15. Stepbystep. Web AnalyticsStrategy.

16. Der Web Analytics Zyklus 12

17. Know, what‘s in demand. Optimierung in practice – Site search.

18. A searchforevery taste.

19. Search form

20. Mapsearch

21. Mapsearch

22. Quick search Zermatt

23. Themes

24. Special Offers

25. Deeplinks/ Bookmarks

26. All roadsleadto …

27. …thesearchresultpage

28. g Reporting: Search Country

29. Reporting: Search Region

30. Reporting: Search Resort

31. Reporting: Search - Trends Seasonaltrends countries

32. Reporting: Search Numberofpersons

33. Reporting: Search - Correlation Nbrofpersons relative todestination:Costa Blanca vs …

34. Reporting: Search - Correlation Nbrofpersons relative todestination:Costa Blanca vs … Barcelona

35. Reporting: Search Nbrofdaysbeforestartdate

36. Reporting: Search- Classification Calssificationofvalues: Days beforestartdate

38. Situation of property

39. Activities

40. Search type

41. Number of properties in search result

42. Start date

43. Travel budget

44. Error messages of reservation system

46. Company Management

47. Country Management

48. Marketing Managers

49. Destination analysisforpurchasing

51. Destination analysis Potentials: Destinations Property segments Priorities: Allowspurchasingtosetpriorities.

52. Destination analysis

53. Destination analysis - CalcMetric

54. Purchasing Foundationofbusiness= Properties Customer drivenportfoliois essential for a successfulbusiness.

55. New developments „Guided Navigation“ insteadof a search form. Whichcriteriaarethemostused?

56. Good bye search form

57. HelloGuided Navigation

58. User priorities Knowwhichcriteriaandvaluesareimportanttousers. Therefore… …weknowwheretoplacethem in theGuided Navigation. …weknowhowtogroupthemtogether.

59. Knowwhatworks. Optimisation in practice – Online campaigns.

60. Online campaigns Interhome spendsMillionsof £, €, Fr. for: Search Marketing Display campaigns E-Mail marketing Task: Todepicttheperformanceof a large campaignrun in 10+ countries andinform countries regularly.

61. Europe Competition http://game.interhome.co.uk/

62. Campaigndashboard

63. Campaigndashboard

65. Campaign ID must beappendedtoeach URL

67. Measuring offline campaigns

68. Measuring offline campaigns www.interhome.co.uk/fst Freitag, 2. Juli 2010 52

69. Knowyourusersegments. Optimisation in practice – Traffic Analysis.

70. Help! Where‘smytraffic? Problem: Traffic isbelowbudget. Why?

72. Verifyassumption

74. Searchengines (Paid vs. Natural)

75. Affiliates

76. Display advertising

77. E-Mail Marketing

78. Social Media 62

80. Segmentation

81. Drill down searchkeywords

82. Drill down Affiliates

83. Segments withSiteCatalyst

84. Wherenext? Andnow?

86. Path analysistooptimisebookingprocess

88. bolyticsgmbh Jean-Marc Bolfing Kloten/Zürich Tel: 076 525 525 7 info@bolytics.com | www.bolytics.com Twitter.com/bolyticsGmbH xing.com/profile/JeanMarc_Bolfing ch.linkedin.com/in/jmbolfing Member ofthe Web AnalyticsAssociation „Thankyouforyourattention!“ Omniture Certified Professional Implementation