Ruefa Onsite Personalization
Intro
e-dialog implemented onsite personalization at Ruefa with Optimize 360 because the bounce rate on landing pages for unidentified users (who had never booked with Ruefa before) was more than twice as high as for identified users.
Goals
- Reduction in bounce rate
- Increase in authenticated user contacts across all touchpoints
- Increase in transactions
To be honest, I was surprised that such a simple, quickly implemented change had such an impact on the user. Since then, I’m even more excited about testing and personalization opportunities.
Andreas Kraus, Head of Marketing, Ruefa
Strategy
- Highlighting Ruefa’s USPs
- Use of trust elements on the website
Measures
Before the test, the following hypothesis was formulated: Currently, users do not find any benefits on the landing pages when booking with Ruefa. By highlighting Ruefa’s USPs and using trust elements, users who have never booked with Ruefa before will be more convinced of the brand’s benefits.
Results
With a very small change—adding a section with “trust elements” below the header—e-dialog was able to achieve an increase of more than 25% in authenticated contacts and transactions.
This made the personalized insertions relevant for users who were not yet aware of Ruefa’s benefits, without annoying existing customers.
- % Transactions
- % Booking enquiries
- % Bounce rate
