Lastminute.com has achieved a 28 percent increase in look-to-book conversion rates through its website, since implementing Omniture’s Web analytics and business optimisation tool, SiteCatalyst.

Published: 05 Oct 2006

Lastminute.com has achieved a 28 percent increase in look-to-book conversion rates through its website, since implementing Omniture’s Web analytics and business optimisation tool, SiteCatalyst.

The company has also seen a 700 percent increase in click-throughs for newly-developed navigation tabs, penetrating into targeted areas of the lastminute.com website—representing a substantial increase in offer exposure and sales potential, according to an official release.

It added that more than 200,000 unique visitors from the UK alone visit lastminute.com properties every day. With Omniture SiteCatalyst, lastminute.com receives insight into the behaviour of their online customers—valuable visibility that provides lastminute.com with the information they need to provide their customers with the best online experience possible.

Among the many questions lastminute.com uses SiteCatalyst to analyse include: what marketing activities drive customers to the site; why some people make a booking; and why and where people drop off the site. And because lastminute.com now has visibility into how customers interact with the site, the company has been able to make both design and navigation changes to their website that increase profitability.

“SiteCatalyst allows us to make quick decisions on what is and what isn’t working on our website. It’s completely embedded within our business,” says Duncan Horton, head - search marketing and site management, lastminute.com. “On a merchandising level, it allows us to identify and concentrate on the products that yield better conversions and margins.”

“Understanding how your customers interact with your site yields real commercial benefit,” says Neil Weston, vice president and general manager, EMEA, Omniture. “Lastminute.com analyses how its customers use the site and then apply that learning to make a difference to its bottom line. That’s smart use of resource.”

lastminute.com uses SiteCatalyst to create up-sell opportunities across the different product offering categories. The client can also change their search keywords to reflect what consumers are showing the most interest in.