The Sun Shines for Sunweb Holidays as Personalised Content Drives Online Conversions and Sales

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Sunweb Holidays, a popular travel holiday company, was facing challenges in the increasingly competitive online travel industry. The cost of targeting customers had risen significantly, with 50% of the company's marketing budget being spent on Google Ad Words alone, which was not driving the required return on investment. The company also suffered from limited IT agility, with a small local team only able to control the site content via a Content Management System that offered limited personalisation and reporting capabilities. Sunweb Holidays wanted to capitalise on the growing number of visitors to its website and convert them into sales, rather than just focusing on driving traffic to the website.

Sunweb Holidays is a subsidiary of Sundio Group and is a popular travel holiday company. The company specialises in European sun and ski holidays and is used by nearly 800,000 people a year to make individual or group bookings. As an online travel company, Sunweb Holidays faces the challenge of a highly competitive industry where the cost of targeting customers has risen significantly. Despite spending a large portion of its marketing budget on Google Ad Words, the company was not seeing the return on investment it required. The company also had limited IT agility, with a small local team only able to control the site content via a Content Management System that offered limited personalisation and reporting capabilities.

Sunweb Holidays decided to implement LivePerson's digital engagement solution, LiveEngage, after considering various onsite targeting and conversion rate optimisation solutions. LiveEngage was the only platform that could combine content targeting, Live Chat and click-to-call under a unified, intelligent digital engagement platform. This would enable customers to be targeted with personalised content, such as messages and offers, based on specific behaviour. The team tested the effectiveness of content targeting through dynamic banner displays on the Sunweb Holidays brand site. Using LiveEngage, Sunweb was able to implement several targeted campaigns based on user behaviour. For example, for users returning after considering offers on a specific destination, a dynamic banner that showed their destination directly upon arrival on the site was displayed. This banner campaign generated a 31 per cent increase in sales compared to a group not subjected to it.

• The LivePerson solution was implemented in only two weeks, providing a level of flexibility that the team had only dreamt of in the past.
• The personalised messages and offers alone generated an incremental conversion rate of 35 per cent on average across target segments.
• Sunweb Holidays has succeeded in converting more visits into sales, which allows it to recoup its investment in the acquisition of new customers with a less intrusive and a more strategic approach.

• The personalised messages and offers alone generated an incremental conversion rate of 35 per cent on average across target segments.
• This resulted in a lift in total sales of 14 per cent.
• The dynamic banner campaign generated a 31 per cent increase in sales compared to a group not subjected to it.