Orbitz Mobile Case Study

Eye For Travel 2013

Chris Brown

GVP Mobile

Case-study 1: How to create the perfect mobile

booking experience, website and app for your brand

and customers

• Understand how to optimize the mobile purchase funnel

and booking experience for maximum conversions

• Gain practical, proven best-practices to research, plan,

launch, track and tweak your mobile campaigns

• Align your particular business model and mobile goal with

your target market and budget

Chris Brown, Vice President of Mobile, Orbitz

Worldwide

Session Topic

Optimizing Purchase Funnel &

Booking Experience

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Outcome (transaction)

Visitor C

Visitor B

Visitor A

Mobile funnel optimization from all angles

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1. Top

2. Middle

3. Bottom

4.“Left field”

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Top of funnel - optimize all pages for mobile web

Core mobile web UX: Before & After

Before

After

Core Mobile Web UX Results

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Observed hotel transaction increase of 4x after

release of updated mobile website

+ =

Core App UX: Before & After

Before

After

Android app iPhone app

Before & After: App Conversion

v2.0

v2.0

Observed hotel conversion increase of 2-3x and

climbing after release of updated Orbitz apps

Conversion before rebrand

Conversion after rebrand

Orbitz Flights, Hotels, Cars app for iPad

iPad hotel conversion improvements

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New

Old

Sign-In

Prominence of

exclusive deals

Default search

form vs. local

Q: What is the biggest impact to Hotel funnel?

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New app is attracting hotel shoppers with wider AP range: For recent period, 72% of hotel

bookings from full OTA app were 2+ days out compared to 59% for the hotel-only app

A: Booking flights.

Downloads, app ranking

and absolute hotel

bookings were up, while

conversion of the new

hotel experience was

up +36%

Best-practices to create and

manage mobile campaigns

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Media type Definition Examples The role

Owned

media

Channel a

brand controls

Website

Mobile site

Email

Social

Build for longer-term with

existing potential

customers and earn

media

Paid media Brand pays to

leverage a

channel

In-app display

Paid search

Sponsorships

Shift from foundation to a

catalyst that feeds

owned and creates

earned media

Earned

media

When

customers

become the

channel

App reviews

App features

WOM

Buzz

“Viral”

Listen and respond –

often result of well

executed and well

coordinated owned and

paid media

Honing mobile marketing types

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Source: Forrester Research, Inc.

What is the value of your mobile

customer?

Key Question that Drives Paid Channels

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- Incremental?

- Lifetime value?

- Active user?

Align business model & mobile

goal with your target market

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Find the right mobile initiative for you

Rethinking the Mobile Web by Yiibu, September 2010

http://www.slideshare.net/bryanrieger/rethinking-the-

mobile-web-by-yiibu?from=ss_embed?from=fblanding

• Plan to fail early and inexpensively

in the search for the market for a

disruptive technology

• Place projects in orgs small

enough to get excited about small

opportunities

• Utilize some of the resources of

the mainstream org, but not all its

processes and existing value

network

• Develop new markets vs. search

for a tech breakthrough so the

disruptive product can compete in

the mainstream market

Source: The Innovator’s Dilemma, Clayton M. Christensen

Harness the principles of disruptive innovation

to your advantage for Mobile

Objectives

• Open mobile channel for business

• Don’t impair 2010 product plan

• Think globally and enduring

Strategies

• Maximize reach via mobile web

• Natively, focus on iphone 1st; others as warranted

• Build foundation for long-term, global mobile channel

Tactics

• Use 3rd party to minimize impacts to migration roadmap

• Phased approach to deliver value as quickly as possible

• Expand & leverage global APIs

• Build in-house team for the future

Looking back: Mobile strategy in January 2010

Launched “1.0” mobile web in

July 2010, followed by “1.0”

apps in November 2010

Native Apps Mobile Web

Org structure Separate, single team Integrated with desktop

web team

Shared resources None Some

Design / UX Integrated, lead team Leverage shared team

Co-location ~100% including shared

resource skills

Separated by major

feature components

Component architecture Separate from desktop

web stack

Integrated with desktop

web stack

Dev Methodology Agile Agile

Build Automation Continuous Integration Traditional Release Mgmt

Stakeholder Feedback Constant access /

feedback

Recurring interval access

/ feedback

Built innovative org designs for new/disruptive

products (e.g. Mobile)

2006… 2010 2011 2012

WAP Mobile

Web

Mobile Web (3rd

Party)

In-house Mobile

Web

iPhone & Android

Apps (3rd party)

iPad Hotel

Apps

In-house iPhone &

Android Apps

Brief History of Orbitz Mobile

2013

Universal OTA

iPad app

In December 2012, 25% of hotels booked

were through a mobile device

Only online travel iPhone app to ever earn

App Store’s Editors’ Choice

Independent study in June concluded it

was more than 2x faster than the

competition at booking a vacation

One of 13 new inductees out of 800,000+

apps into Apple’s App Store Hall of Fame

Highest full-service travel company in

InternetRetailer’s 2012 Mobile Commerce

400 list

Android Hotels App Google Play Staff Pick

Wired’s App Guide of 413 Essential Tools

Achievements in 2012

Q&A

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