Mobile Web and Apps - Delivering the right experience to the right customer.

1. Technology Solutions for Tourism Conference
Friday 1 March 2013
Where Technology and Tourism Collaborate
Mobile web and apps – delivering the right experience to the right customer
David Slocombe, Head of Mobile, Lastminute.com

2. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE
TO THE RIGHT CUSTOMER
DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL
@DAVESLOCOMBE

3. TRAVEL GROWTH
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4. LAST-MINUTE SEARCHES
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5. GLOBAL GROWTH SNAPSHOT
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100 – 200+ %
50 – 100 %
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]

6. MOBILE STRATEGY
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google
Focus on acquisition through mobile website and optimising the experience
to improve conversion for our current customers

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KNOW YOUR CUSTOMER

8. CUSTOMER LIFECYCLE
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SEO
PAID
Social
DIRECT
Viral
Affiliate
Understand your mobile traffic
Use web analytics: which devices, traffic, referrers

9. CLICK TO EDIT MASTER WEB TO APP
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Understand your mobile customer lifecycle

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11. CUSTOMER INSIGHT
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INCREASE FIDELITY AND REPEAT

13. WEB DISCOVERABILITY
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Optimise your website for mobile traffic
Advertise in search, social, affiliate channels,

14. REDUCING FRICTION
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KISS – Keep it simple stupid!
Do one thing well and focus on optimising it

15. CLICK TO EDIT MASTER WEB TO APP
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Understand the value of an app vs mobile web to
your customers, create a deeper relationship

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KNOW YOUR CUSTOMER’S CONTEXT

17. CLICK DIFFERENT DEVICE CONTEXTS
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Travel companion
Couch surfing
Travel companion Shop browsing
Couch surfing Larger purchases
Always with you Shop browsing
Personal Larger purchases
In store
Location aware
Last-minute
purchases

18. estaurant
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UK r user searches
l ocations for restaurants

19. SEASONAL SEARCH DISTANCES
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April May June
Oct Nov Dec

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DO ONE THING WELL

21. CLICK TO EDIT MASTER HOTELS USA
LASTMINUTE.COM TITLE STYLE
Reduce friction
KISS!

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DELIVER WOW

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Reduce friction
Faster checkout
Deliver Wow
new technology
a better user
experience

26. DELIVER WOW
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27. CLICK TO EDIT MASTER TAKEAWAYS
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• Know YOUR customer!
– Know your primary traffic channels, devices, traffic, referrers
– Get out of the building! Meet your customers regularly, show them early designs
– Look for the Minimum in the Minimum Viable Product
– Which customers would benefit from apps, which benefit from mobile web
• Deliver WOW to get noticed, gain traction
THANKYOU

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