Who is Travello?
Travello is a social app making travel easy for users in over 180 countries around the world. The company was started by co-founders Ryan and Mark after they both discovered there wasn't a way for travellers to connect with each other when they arrived at their destination. There also wasn’t a great way to connect with travellers already in the destination they were planning to travel to.
What was Travello challenged by?
Travello wanted to know how to lift conversion rates across their website. Traffic to the website was good however the sales team noticed a sudden and unexpected drop in sales.
To figure out why Travello turned to Insightech Travello says, “We use Insightech to identify drop-offs in conversion rates, dig into the funnel and identify issues impacting our website payment processing.”
The first place they dug into was the Funnel analysis. There was a large increase in users clicking the payment button but not making it through to the thank you page. From there, they jumped into replays of these users who dropped off to pinpoint the issue.
Eliminating payment friction with Insightech
Unsure what might be causing this the team did some investigation using Insightech and within 2 hours found that customers were unable to complete final payment due to a technical error. These above-average payment failure rates were costing the company $25,000 per day in missed revenue opportunities as users dropped out of the funnel at that final step in their journey. Over 50 individual journeys were attributed to this issue. The team were eager to identify solutions as quickly as possible.
Using a combination of Session Replays, Audience Segmentation and Funnel Analysis, the Travello team were able to successfully answer why only some users dropped out of the funnel at that critical last step and not others. They created audiences based on users who received a specific error message at that crucial checkout step and segmented their session replays accordingly. This was a step up for Travello because it meant they no longer had to watch hundreds of session replay videos to find the true cause of the issue. This was important because this specific instance of friction was costing them $25,000 each day it went unresolved.
Using Insightech, the team could now quickly understand and empathise with those users, identify friction points in their journey and develop solutions before revenue was further impacted.
They’ve also had success using Insightech’s Page Analysis tool to identify regions of the world where high conversion traffic is coming from and connect the dots back to key product pages on their website. By sharing these insights the marketing team were able to pivot their campaigns to maximise ROI.
Results with Insightech
The website fix was developed and deployed within 2 weeks but the real value came from quickly identifying the issue as early as possible.
After watching the right session replays and using analytics data to make informed decisions the team put together an action plan and are no longer missing out on $750,000 worth of sales per month. This involved creating a roadmap for improving their website frontend.
Travello told us, “The roadmap will be driven by data from Insightech”.
By deep diving into user behaviour data with Insightech, they discovered something quite interesting. Users were more likely to convert when they engaged with the homepage or navbar search or looked at review content already on the website.
The Travello team will continue to use Insightech to track and monitor for changes to these behaviour drivers.
Insightech helps you understand why some of your website audience segments convert better than others and makes it easy to share these insights with your team. With Insightech you get the tools to visually pinpoint conversion issues and develop solutions faster than ever.
Head of Product, Travello
Digital Acquisition Manager, Australian Institute of Business
eCommerce & Digital Marketing Manager, Blue Bungalow
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