Growth / UK / Travel & Transport
Enhancing the understanding of online customer journeys
"This project is valuable to the client for its in-depth understanding of consumer engagement, interaction, and behavioural patterns."
Business issue
Our client had a unique market position of being an intermediary site from which consumers search and assess before purchasing elsewhere. As such, there was an appetite for increased understanding of the online consumer journeys when purchasing flight tickets.
In particular, the client wanted to gain insights around user activity before and after visiting the site, users’ role within consumer journeys, the extent of indirect referrals generated through the site, and who the typical users were.
Our solution
An analysis was conducted to understand the consumer journeys and map the touchpoints which the consumers most frequently interacted with.
This formed insight into 'journey archetypes’, that played a significant role in understanding the dominant routes of consumer interaction, providing a robust measure that indicated the importance of these touchpoints.
As a result, this enabled accurate profiling and sizing of consumer groups, cross-category comparisons, and provided stakeholders with a comprehensible way to understand consumer behaviour within this category.
For more information on this case study, get in touch here.
