Aviation Analytics: Understanding (and leveraging) Flight Search Data

The world of Airlines Analytics is truly complex. Carriers usually operate many routes. In fact, some of the big players may have thousands of point to point combinations and connecting flights. Imagine an airline with 100 destinations and combinations between them. That gives us 10,000 possible different combinations for Origin and Destination.

optiontime promaster Probably the most used feature in an airline/hotel website is the search. While this is obvious – are companies making the most of their flight search data?

opcje binarne wyniki In a few lines, I  will showcase 3 examples where Airlines can leverage the data extracted from flight searches. The only tool that you will need in order to do that is Google Analytics (or any other advanced Web Analytics tool)

Measuring (new) Rout es I nterest

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opcje binarne czy to oszustwo Understanding the enthusiasm of our future passengers and passing this vital information on to our Marketers can make a sizeable difference to the success of a new destination.

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http://300seconds.co.uk/?sefer=graficos-para-opciones-binarias graficos para opciones binarias Setting up an event on the flight search box is a great means of understanding whether people are searching for your new route or not. The event value will be displayed in Google Analytics’ events report, as a count of searches per Origin and Destination in the flight search box.

برنامج الخيارات الثنائية If you really want to crack the code you might try one of several measurement tools including ClickTaleHotjar or Formisimo (This is also achievable using Google Analytics, however, it requires some advanced implementation). They can return the typed characters, misspellings, or the number of times that a city or airport were selected in the search box, even if the user doesn’t go ahead with the search.

bluff med binära optioner Extra tip: Don’t forget to examine the site search report in Google Analytics. Visitors frequently use the search box to find new destinations.

Route conversion rate

auto pensione binarie While we all measure conversion rate and user conversion rate, those who are more advanced will be tracking the look to book rate.

order no prescription Seroquel However, something that will bring some extra value to our set of KPI’s is the Route Conversion Rate. You can also call it O&D (Origin and Destination) Conversion Rate.

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sheridan options trader The route conversion rate is individually calculated from the moment a visitor performs a flight search and measures the percent of completions for that specific search. Basically, the route conversion rate is a breakdown of the Look to book at a higher level of granularity.

opcje binarne opinia To measure the Route conversion rate we need to first have greater insight into the route itself.

Getting the route details

Köp Strattera Malmö (Sturup), Sverige The easy way is to create an event that will return the origin and destination e.g. LAX-NYC. These values can be mapped later on in excel or another analytics tool (I always recommend Tableau) with the airport or city names to get more user friendly visualizations.

come fare soldi facili con opzioni binarie We then need to persist this value across the session and measure it against the e-commerce data. In other words, we will measure how many bookings we get out of a hundred LAX-NYC flight searches..

siti per opzioni binarie deposito minimo 5 A bit more complex, but definitely more accurate method is to use enhanced ecommerce in Google Analytics. We will carry the booking stages through a custom funnel, applying a filter to get information only about that specific LAX-NYC route.

george akrivos forex A third option is to create a variable in GTM for O&D searches (requires dataLayer implementation), and then pass it into Google Analytics as a custom dimension. This enables you to create custom reports adding O&D’s searched as the dimension, and then simply select the metrics.

Conversion Duration

This advanced Metric will help you understand the amount of time it takes visitors to make a purchase.

Basically, we will measure how many minutes it takes a visitor starting from the flight search to the booking completion.

A highly informative guide on how to do this was written by Allaedin Ezzedin in this blog post.

If you really want to increase your conversion rate and the number of transactions, you must have an  easy, simple and user-friendly booking path. If it takes your customers less time to complete a purchase, this translates to a higher probability for reservations to materialize.

Extra tip: Conversion duration is also a very good web-health check. If you note variations between periods it might mean that something on your site is going wrong.

Ready to Take Off?