Mauritius Travel aims to organise exceptional holidays in the heart of the Indian Ocean. From flights to hotels to transfers, excursions and bespoke experiences, everything is meticulously put together to make the client’s stay unforgettable. Against this backdrop, the company’s primary objective is to acquire new clients, while the main digital challenge is to reach the most qualified prospects no matter what device they’re on.
- About Mauritius Travel
- Launched in 1999
- Headquarters in Paris
- Rundown Goals
- Acquire new clients
- Reach qualified prospects on any device they’re using
- Rundown Approach
- Launched mobile responsive website
- Introduced user experience changes to benefit mobile users
- Rundown Results
- 20% increase in mobile conversions
- 30% increase in time spent on mobile site
Mauritius Travel started using Google for search, display and remarketing, and embraced Google Analytics to understand consumers’ behaviour. “By combining all of these levers, our conversions – quotes and online bookings – significantly increased on all devices”, says Axel Dalmont, Mauritius Travel’s Traffic Manager.
The team observed though that the higher the potential vacationer’s budget, the longer their thinking process tended to be, which was resulting in lengthy, fragmented purchase paths with lots of touchpoints. This meant Mauritius Travel faced a challenge in maintaining a prospect’s attention all the way through to conversion. At the same time, mobile’s inferior bounce rates, session durations and numbers of pages viewed suggested that although users were relying on mobile to look for price comparisons and dates, they were less likely to use this channel to obtain a quote or complete a purchase.
With a large proportion of people using more than one device to organise their holiday, Mauritius Travel launched a new mobile responsive site to better serve cross-device users. As part of this exercise, the team also undertook an audit of the site and initiated a host of recommended user experience improvements. For example, the site now offers a multiple opportunities for the user to request a quote. The number of form fields and online booking steps – as well as their loading times – have been reduced too.
"Mobile and desktop users interact differently once on the website. Knowing that, we have to adopt a different acquisition strategy according to each source."
- Axel Dalmont, Traffic Manager, Mauritius Travel
With an improved mobile offering in place, the team then created a dedicated AdWords search campaign to target mobile queries. They increased bids on mobile queries, and included call and location extensions in the ads to promote optimum user experience.
“We’ve seen several successes by following this mobile strategy”, Axel says. “Mobile conversions increased by 20%, and the volume of conversions from desktop has also significantly increased. Mobile has quickly become the first touchpoint with our website.” Overall the bounce rate dropped from 49% to 39%, while the time on site for mobile is up by 30%. But Mauritius Travel isn’t done yet – their strategy going forward is to better understand the path to purchase and improve the attribution model to refine their acquisition channels, drive performance and reduce costs.