Webjet has wrapped up its first round of testing for Rich Content, which aims to help push consumers further down the purchase path and convert them to sales.
The experiment used a third party called Routehappy, which provided comprehensive content in the form of Univeral Product Attributes (UPAs) such as feature descriptions, images, and videos.
The catch was that only 50 per cent of consumers were exposed to the rich content as they shopped on Webjet, while the other half weren’t shown it.
The test, created to measure how rich content can improve Webjet’s purchase funnel, showed six per cent of shoppers interacted with the rich content, resulting in a 26.3 per cent conversion increase versus those who did not interact.
Seven carriers provided their UPAs from Routehappy Hub for the test: Qantas Airways, Virgin Australia, Cathay Pacific, Singapore Airlines, Emirates, United Airlines and Air Canada.
Webjet’s Managing Director John Guscic said Webjet is consistently ahead of the curve in innovation.
“For almost twenty years, Webjet has been at the forefront of innovation with our online travel tools, focused on the goal of making flight shopping easier, more transparent and more informative for our customers,” Guscic said.
“Routehappy’s one of a kind solution will provide a better customer experience through clear, compelling content that highlights airlines key differentiators and amenities people care about.
“We are excited by the early positive signs of this integration and our aim is to increase the number of shoppers who interact with the Rich Content.
“It’s an exciting innovation and clearly a positive experience for our customers seeking more information when deciding which flight is best for their travels.
“Webjet is committed to providing the greatest range in choice and convenience for our customers.”
Routehappy gives you access to extra details that you can use to help you find a service to match your needs.
The feature provides two different forms of information, Scores and Amenities, which make it easier to make a decision when purchasing flights.
According to Webjet, the ‘Score’ aspect of the rich content is an unbiased flight rating system that allocates each flight journey a number between 1 and 10, with 10 indicating the best performance and 1 the worst.
This overall score is calculated by an algorithm that considers several factors, including the length of the flight, the total time spent in transit, each leg of the journey, the comfort of the aircraft and the amenities included.
Meanwhile, the ‘Amenities’ figure offers information in relation to 7 key features, including seating, the aircraft set to service the flight, the aircraft layout, Wi-Fi access, inflight entertainment, power port access and the availability of fresh food.