web analytics

Does rich content increase bookings? Webjet puts it to the test

By Michele McDonald

Webjet, Australia’s largest online travel agency, completed a first round of testing to measure shoppers’ responses to airlines’ rich content as supplied by Routehappy.

Webjet created the test to determine whether rich content would improve its purchase funnel.

Its hypothesis was that more consumers would convert after interacting with rich content, reducing the percentage of cart abandonment after selections are made in online shopping.

Webjet began using Scores and Amenities in November.

Routehappy Hub is a platform on which airlines create standardized rich content in the form of Universal Product Attributes (UPAs), which include unique feature descriptions, images and videos.

Seven carriers …read more

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