Iglu unfreezes leads with QuBit analytics, projects £1.5m uplift

Online ski holiday specialist Iglu.com has estimated it will see a £1.5 million uplift in revenues after analytics specialist QuBit provided insight into how it could optimise its sites performance.

Iglu had identified that customers on its site were not engaging sufficiently with the content on its product pages.

The retailer is heavily reliant on web traffic to drive offline leads to its call centre and the seasonal nature of the product means this is particularly important in the peak period of November to March.

QuBit took a data-driven approach with an analytics health check, its QTracker channel performance tool, interaction analytics and an exit feedback survey.

This found that despite price matching promises on the website most visitors to the site were not aware of this and their major concern was the price.

As a result of changes made to the site QuBit was able to drive a 45% uplift in email leads to the Iglu call centre.

Changes made to the site’s product pages as a result of the QuBit insight saw bounce rate reduced by 50%.

Other changes made included tailored marketing messages depending on which channel drove a particular visitor to the site, an improved layout and better displayed contact details and making the price promise more prominent.

Sarah Strang, head of marketing at Iglu.com said: “It’s amazing what can be done when you have the right data to go by.

“The sales team say they haven’t seen a drop in the quality of the leads on these emails, which I was worried might happen, so that’s great too.”

The work QuBit has done with Iglu.com highlights the need for travel firms to use the power of their data to drive up website performance, something highlighted in the Travolution Innovation Report out this month.

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