Google Case Studies Posadas implements Event Tracking to better understand conversion funnel abandonment, sees conversion rate uplift of up to 88%

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	Posadas implements Event Tracking to better understand conversion funnel abandonment, sees conversion rate uplift of up to 88% Google

Posadas implements Event Tracking to better understand conversion funnel abandonment, sees conversion rate uplift of up to 88%

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	Posadas, Mexico’s largest hotel chain, was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company was using Google Analytics to analyze its website’s efficiency in converting visitors into customers. However, Posadas wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its over 100 hotels. The company also wanted to enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction. Read More
About Customer	Posadas is Mexico’s largest hotel chain, with hotels in Mexico as well as Brazil, the US, Argentina and Chile. The company operates over 100 properties and uses Google Analytics to analyze its website’s efficiency in converting visitors into customers. Posadas was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its hotels and enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction. Read More
Solution	To achieve its goals, Posadas implemented Event Tracking in the conversion process. This allowed the company to get a data matrix showing the differences in traffic flow for each of the steps in the booking process, for each hotel. The company could also look at differences between quoted prices and actual revenue, look for significant fluctuations in traffic and money amounts, and discover potential optimization points with more detail than the standard conversion funnel report allowed. In addition, Posadas implemented a survey to obtain feedback from visitors about why they abandon the process in each of the high fluctuation points. This information would help Posadas to make sound optimization decisions on a hotel-by-hotel basis, to tailor pricing policies, and even to experiment with specific sales promotions. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

Posadas, Mexico’s largest hotel chain, was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company was using Google Analytics to analyze its website’s efficiency in converting visitors into customers. However, Posadas wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its over 100 hotels. The company also wanted to enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction.

About Customer

Posadas is Mexico’s largest hotel chain, with hotels in Mexico as well as Brazil, the US, Argentina and Chile. The company operates over 100 properties and uses Google Analytics to analyze its website’s efficiency in converting visitors into customers. Posadas was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its hotels and enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction.

Solution

To achieve its goals, Posadas implemented Event Tracking in the conversion process. This allowed the company to get a data matrix showing the differences in traffic flow for each of the steps in the booking process, for each hotel. The company could also look at differences between quoted prices and actual revenue, look for significant fluctuations in traffic and money amounts, and discover potential optimization points with more detail than the standard conversion funnel report allowed. In addition, Posadas implemented a survey to obtain feedback from visitors about why they abandon the process in each of the high fluctuation points. This information would help Posadas to make sound optimization decisions on a hotel-by-hotel basis, to tailor pricing policies, and even to experiment with specific sales promotions.

Impact #1	Posadas was able to improve its site and sales strategies, leading to an increase in conversion rates.
Impact #2	The company was able to make sound optimization decisions on a hotel-by-hotel basis, tailor pricing policies, and experiment with specific sales promotions.
Impact #3	Posadas was able to understand why people leave their site before converting and try to retain them.

Impact #1

Posadas was able to improve its site and sales strategies, leading to an increase in conversion rates.

Impact #2

The company was able to make sound optimization decisions on a hotel-by-hotel basis, tailor pricing policies, and experiment with specific sales promotions.

Impact #3

Posadas was able to understand why people leave their site before converting and try to retain them.

Benefit #1	18% increase in average conversion rate across all hotels
Benefit #2	Up to 88% conversion rate uplift for some hotels

Benefit #1

18% increase in average conversion rate across all hotels

Benefit #2

Up to 88% conversion rate uplift for some hotels

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Overview

Posadas implements Event Tracking to better understand conversion funnel abandonment, sees conversion rate uplift of up to 88%

Operational Impact

Quantitative Benefit