How Goibibo Increased App Engagement with Vizury
- Improve Session Per User
Goibibo is the largest online hotel booking engine in India and also one of the leading air aggregators. Goibibo is also the number one ranked mobile app under the travel category. Goibibo's core value differentiator is delivering the fastest and the most trusted user experiences, be it in terms of quickest search and booking, fastest payments, settlement, and refund processes. In 2014 & 2015, Goibibo was voted as the “Website of the Year India,” and in 2016 Goibibo won “Best Tech Brands” by The Economics Times. 70% of hotel bookings take place on Goibibo’s mobile app.
Improving App Engagement and Driving Down Cost Per Session
Goibibo primary objective was to :
Bring back users who dropped off from the app and assist them further down the buyer’s journey. For example, when a user revisits the website after abandoning a hotel search, they would be brought back to the hotel listing to continue their journey.
Additionally, Goibibo was seeking a way to drive down the cost per session with Vizury.
Goibibo and Vizury
Goibibo partnered with Vizury to address the challenges stated above by adopting two different methods :
Reducing Drop Offs
To reduce customer and user drop-offs, Goibibo tapped into Vizury’s programmatic advertising engine, which creates intelligent user segments based on 40+ variables such as past purchases, past activity, average spend per order, and more.
These segments were used to develop hyper-personalized advertising campaigns on Facebook and other display ad platforms. Each customer saw a different ad-set based on their propensity score and segment that Vizury predicted.
Reducing Cost Per Visit
Vizury actively started tracking apps where the ratio of users landing on the Goibibo app post-click was low and stopped serving ads on these apps. We also refrained from targeting users who demonstrated a healthy click rate but poor landing rate, as this signified that they were either faced with slow internet or had uninstalled the app.
Vizury’s brand-safe publisher inventory extends across multiple networks, including Pubmatic, Appnexus, Mopub, etc. However, the focus was on Facebook since redirects are lesser, and hence, the proportion of users landing on the app is much higher. The cost per visit was reduced by as much as 20%.
Cost Per Acquisition Reduced by 20% and More
Goibibo primarily focussed on reducing the CPV by 20%, but surprisingly, with Vizury, Goibibo was also able to -
Increase Click to Session ratio by 38%
1.35X increase in Vizury assisted advertising than legacy advertising
6.5% increase in bookings via their mobile app
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