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With optimizations and testing, Pegasus Airlines grows Flex sales by 22%
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Aerospace
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
Pegasus Airlines, Turkey’s leading low-cost airline, was seeking to improve their digital user experience to drive sales of supplemental products. The company had been working with Hype, a Google Analytics Certified Partner, to use Google Analytics to develop an infrastructure to measure every action and dimension of the business. However, analysis of the data revealed bottlenecks in the conversion funnel. The Pegasus and Hype teams decided to focus on driving sales of Flex, an add-on product that enables customers to make unlimited ticket changes. It seemed that customers were not really aware of the benefits of the service, so Hype hypothesized that improving the copywriting and how pricing was presented could in turn improve sales performance.
About The Customer
Pegasus Airlines is Turkey’s leading low-cost airline, serving 108 destinations in 40 countries. The company is headquartered in Istanbul. Pegasus Airlines is committed to improving their digital user experience to drive sales of supplemental products. The company had been working with Hype, a Google Analytics Certified Partner, to use Google Analytics to develop an infrastructure to measure every action and dimension of the business. The company's focus was on driving sales of Flex, an add-on product that enables customers to make unlimited ticket changes.
The Solution
Hype had already set up goals, events and segments within the Pegasus Google Analytics account. Using Google Optimize 360 – the enterprise-class A/B testing and personalization product that’s seamlessly integrated into the Google Analytics 360 Suite – meant that Pegasus could run multivariate tests immediately. They simply chose their experiment type – multivariate testing – and then chose their Google Analytics goal from the objectives dropdown. Next they created new variations, including different headlines, service descriptions, option labels and prices. Some of these were created through the Optimize 360 visual editor, while others were created using custom JavaScript. The team launched their experiment, letting Optimize 360 do the work of testing out multiple changes on different sections of the page, and combining them to test multiple combinations.
Operational Impact
Quantitative Benefit
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