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We have seen conversion and bounce rates improve considerably since the start of the year. Integrated with our other optimization solutions, Kampyle has been an essential part of this progress.
Kampyle adds a real-time, crowd source layer into our quality control - this has been very effective in uncovering issues that may have otherwise gone undetected.
Paul Hayden | Digital Marketing Manager
Kampyle delivered actionable user feedback and intelligent distribution to relevant stakeholders - thereby enabling successful site optimization while streamlining partner collaboration and customer support.
With over 9 million unique, monthly visitors, Hotels Combined is one of the largest hotel search engines, enabling travelers to compare accommodation packages from over 240,000 hotels worldwide. Hotels Combined offers services in 24 languages, 120 currencies, and via 33 localized sites.
Hotels Combined faced the challenge of creating a user experience that met the expectations and preferences of international travelers - and more importantly, kept them coming back for more. Website strategies and re-designs based on intuition and assumption needed to be replaced with optimizations based on a real understanding and knowledge of the travelers' requirements. While web analytics solutions were providing insight into what potential travelers were doing on Hotels Combined, the why, (the context required to fully understand and capitalize from emerging user patterns), was still missing.
Furthermore, providing customer support to priority cases, while deflecting high-volumes of low-level issues, was becoming increasingly difficult to balance.
Additionally, with over 100 travel site partners and affiliates providing content and information to Hotels Combined, sharing data about problematic images and missing or incomplete hotel details was proving to be a very cumbersome and costly process.
In early 2011 Hotels Combined engaged Kampyle to create an environment where their international clientele could share the feedback necessary for devising and implementing appropriate enhancements to Hotels Combined.
Kampyle enabled Hotels Combined to gather feedback in 24 languages and analyze the data based on the website pages, processes or features that generated it. This quality control crowd-sourcing effectively allowed Hotels Combined to implement successful website strategies and optimizations based on a true understanding of travelers' needs.
User feedback delivered by Kampyle's solution also completely reframed available web analytics data - with a resultant 'about face' in website re-design. For example, based on web analytics, Hotels Combined removed a feature from their search refinement options. As this search functionality was not being used frequently, it was deemed redundant. However, after removing it, Hotels Combined received strong feedback from a small but high-value group of users requesting the feature's return.
In another case, traveler feedback requesting additional details about breakfast and other hotel meals saw a significant increase. Hotels Combined was able to nimbly react and create a hotel search experience that included more information about hotel meal plans.
In both of these situations by accurately analyzing user sentiment and making requisite changes, Hotels Combined was able to successfully engage loyal users and advocates - creating opportunities for increased site conversion, promotion and revenue.
Additionally, Kampyle's flexible segmentation allowed Hotels Combined to pinpoint problematic content that was generating customer feedback while intelligently escalating and distributing the data to relevant partners, affiliates and country managers in their preferred language. Combined with customized auto-reply emails for low-level issues, this process significantly helped Hotels Combined streamline customer support and feedback data sharing.
An added benefit for Hotels Combined was the creation of a new lead source with over 40% of feedback providers sharing contact details. Using Kampyle's Lead Generation feature, in just a 6 month period, 4,500 new leads were generated for sales, lead nurturing and marketing purposes.
Last update: 16, October 2011
