How Europe’s leading airline personalized 19 websites and increased revenue.
On the web, easyJet is the number one travel search term in the UK; the web site supports 14 languages and attracts visitors from 221 countries. It is passionate about helping its customers – to make travel easy and affordable. As a business, it has been relentless in making its website simple and straightforward, developing and refining its booking journey to help customers make a flight booking within 30 seconds, or even less on a mobile.
easyJet began to realize that although they had made booking quick and simple, they were not able to personalize and help its customers with relevant content, being either too generic or simply irrelevant – ignoring that the user lives in Liverpool and promoting flights from Edinburgh, letting the visitor do all the searching.
Sitecore together with partner True Clarity, implemented Sitecore CMS and OMS – now part of Sitecore’s Customer Engagement Platform, to deliver a personalized home page for every easyJet web site visitor. Using search or GeoIP data, Sitecore now dynamically personalizes the easyJet home page for each visitor – showing flights from their nearest airport, plus imagery and content that appeals to their previous behaviors. The home page shows live pricing for relevant flights from a local airport – showing easyJet’s low-cost credentials, and with a click – the visitor can add those flights to their basket.
One of easyJet’s three key business tenets is passion, and as a brand it is passionate about making travel easy and affordable for its customers. Its website, easyjet. com, attracted 364 million visits in 2011 and uses an in-house content management system (CMS), which is also pivotal in managing its flight booking engine. easyJet wanted to help customers straight from their website home page, to instantly provide relevant content for each visitor. Their existing CMS could not offer meaningful personalization, delivering either very generic content, or content that was just too niche – showing obscure airports and destinations that ignored the user’s locality or preference.
easyJet had used its in-house CMS to make its booking process exceptionally efficient, with many refinements over the last three years, allowing customers to book quickly; which helped the 50% of visitors who knew where and when they wanted to go. Now it wanted to personalize the home page for every visitor, to display relevant flights and content for all, including the 50% who did not have definite flight plans – to make travel planning easier and to convert home page visits into engaged customers.