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Web Analytics Case Studies

VisitBritain gain insight into website visitors

Integrating web analytics and e-commerce is helping VisitBritain boost sales from its websites

Visit Britain LogoOverview

VisitBritain, the official website of the British Tourist Authority, wanted to understand more about how its visitors arrived and progressed to make purchases online. The intention was to establish the best ways to promote the site and to better understand how visitors used it, before making decisions to purchase complete holidays or related items such as tickets and travel options.

The Challenge

It was a challenge that meant integrating web analytics software with e-commerce applications across a number of different websites that are aimed at visitors from many different countries.

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Web analytics help AIRMILES results soar

How Airmiles Improved Site Conversions using Web Analytics

Airmiles Case StudyOverview

AIRMILES is the UK’s most popular travel loyalty scheme. Founded in 1988 Airmiles is also the UK’s longest running loyalty programme and currently has an impressive 8 million collectors. It is best described as a ‘frequent buyer programme’ as Airmiles are collected on everyday spending as opposed to flying frequently.

The Challenge

Airmiles operates in a highly competitive industry where its potential customers have an ever-growing number of loyalty schemes vying for their attention and countless promotions to encourage them to find the best deals online. The navigation paths and customer experience needed to be easy and intuitive to encourage repeat visits and ultimately bookings.

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