Intro
As Turkey’s leading low-cost airline, Pegasus Airlines wanted to improve their digital user experience to drive sales of ancillary products. The company had already been working with Hype, a Google Analytics Certified Partner, to use Google Analytics to develop an infrastructure to measure every action and dimension of the business. When analysis of the data revealed bottlenecks in the conversion funnel, Hype recommended a strategy involving optimizations and A/B tests.
Challenge
Drive sales of Flex packages.
Specifically, the Pegasus and Hype teams decided to focus on driving sales of Flex, an ancillary product that enables customers to make unlimited ticket changes. It seemed that customers were not really aware of the benefits of the product, so Hype hypothesised that improving the copywriting and how pricing was presented could in turn improve sales performance.
Approach
Used multivariate testing in Optimize 360.
Solution
Hype had already set up goals, events and segments within the Pegasus Google Analytics account. Using Google Optimize 360 – the enterprise-class A/B testing and personalization product that’s seamlessly integrated into the Google Analytics 360 Suite – meant that Pegasus could run multivariate tests immediately. “The native integration between Google Optimize 360 and Analytics was useful for us”, explains Mustafa Esad Tatlıpınar, Hype’s Conversion Optimization Expert.
To get started, they simply chose their experiment type – multivariate testing – and then chose their Google Analytics goal from the objectives dropdown. Next they created new variations, including different headlines, service descriptions, option labels and prices. Some of these were created through the Optimize 360 visual editor, while others were created using custom JavaScript.
At this point the team was ready to launch their experiment, letting Optimize 360 do the work of testing out multiple changes on different sections of the page, and combining them to test multiple combinations. Because it pushes better performing combinations and abandons low performing ones, the Optimize algorithm quickly discarded low performing variants.
“After seeing a 22% increase in Flex sales, we were able to scale the winning variation to all users in just few hours.”
– Emre Güney, Head of Digital Products and Growth Marketing, Pegasus Airlines
The Results
The experiment lasted for 35 days with 869,000 visitors exposed to the new variations. During the course of the experiment, Pegasus managed to improve the conversion rate for the Flex product by 22%. Once the winning variation had been identified, Hype scaled it to appear to all visitors.
