通过优化和测试，Pegasus Airlines 的 Flex 销售额增长了 22%
公司规模
Large Corporate
地区
- Europe
国家
- Turkey
产品
- Flex packages
- Google Optimize 360
- Google Analytics
技术栈
- Google Analytics
- Google Optimize 360
- JavaScript
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
- 分析与建模 - 预测分析
适用行业
- 航天
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
土耳其飞马航空是土耳其领先的廉价航空公司，为 40 个国家/地区的 108 个目的地提供服务。该公司总部位于伊斯坦布尔。飞马航空致力于改善其数字用户体验，以推动补充产品的销售。该公司一直与 Google Analytics 认证合作伙伴 Hype 合作，使用 Google Analytics 开发基础设施来衡量业务的每个动作和维度。该公司的重点是推动 Flex 的销售，Flex 是一种附加产品，可让客户进行无限制的机票更改。
挑战
土耳其领先的廉价航空公司 Pegasus Airlines 正在寻求改善其数字用户体验，以推动附加产品的销售。该公司一直在与 Google Analytics 认证合作伙伴 Hype 合作，使用 Google Analytics 开发基础设施来衡量业务的每个动作和维度。然而，数据分析揭示了转化渠道中的瓶颈。Pegasus 和 Hype 团队决定专注于推动 Flex 的销售，Flex 是一款附加产品，可让客户进行无限制的机票更改。似乎客户并没有真正意识到这项服务的好处，因此 Hype 假设改进文案和定价方式可以反过来提高销售业绩。
解决方案
Hype 已经在 Pegasus Google Analytics 帐户中设置了目标、事件和细分。使用 Google Optimize 360（无缝集成到 Google Analytics 360 Suite 中的企业级 A/B 测试和个性化产品）意味着 Pegasus 可以立即运行多变量测试。他们只需选择实验类型（多变量测试），然后从目标下拉列表中选择 Google Analytics 目标即可。接下来，他们创建了新的变体，包括不同的标题、服务描述、选项标签和价格。其中一些是通过 Optimize 360 可视化编辑器创建的，而另一些则是使用自定义 JavaScript 创建的。团队启动了他们的实验，让 Optimize 360 测试页面不同部分的多项更改，并将它们组合起来以测试多种组合。
运营影响
数量效益
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