Over the last 18 months addmustard’s team has worked with easyJet holidays to restructure their digital marketing campaigns (SEO, SEM & display) to grow traffic and improve targeting and conversion, with the ultimate objective of improving ROI. In 2017, we also partnered with easyJet holidays to deliver website improvements and increase conversion ratio after they reported significant year on year percentage growth in sales, but a conversion ratio which remained below budget.

addmustard needed to gain a greater insight into the way that easyJet holidays’ customers were behaving when visiting the website, with particular focus on the functional obstacles that were resulting in barriers to book. In order to increase easyJet holidays’ current conversion ratio and achieve incremental sales, we implemented a methodology for how site performance data is reviewed and used to support site updates and changes.

This data was then provided to addmustard’s UX and creative leads, who worked with easyJet holidays’ in house technology team and web development company, to carry out extensive competitor and user experience analysis and implemented A/B, multivariate testing to deliver ongoing conversion rate improvements.

At channel level, addmustard delivered an 80% increase YOY in easyJet holidays’ PPC conversions and a 65% increase in overall conversion. This resulted in an increase in revenue of 148%, and a reduction in the cost per customer acquisition (cost per booking) of 74%. A new A/B testing and conversion optimisation platform and programme was successfully implemented, along with training of the in-house team.

easyJet holidays provides a wide range of great value for money city breaks, ski and beach holidays to all of easyJet’s network of destinations. They pride themselves on their hand-picked range of hotels, from small boutique, and 3 to 5 star deluxe including properties by world renowned brands such as Hyatt, Hilton, Marriott and Four Seasons.