Hotels.com's CTO & Button's CRO TAP London Presentation
Transcript of Hotels.com's CTO & Button's CRO TAP London Presentation
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Mike Dudas CRO& Co-Founder, Button
Thierry Bedos, CTO, Hotels.com
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Say their smartphone makesthem more spontaneous
Growth in mobile travel bookingsbetween 2011 and 2016
Say mobile device is favouritetravel accessory
Travelers love mobile
52%1700% 76%
Phocuswright US Online Travel Overview, Hotels.com Mobile Tracker
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36%38%42%52%
64%62%58%48%
Desktop
Mobile
1,470
2016
1,450
20152014
1,200
2013
970
Mobile
Desktop
Mobile becoming larger share of online time vs. desktop
Average minutes online, USA
Comscore
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BookingInspiration & Discovery In-Stay Experience
But the user journey is fragmented across devices and appsDifferent devices and different sources for each stage
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The app landscape is disconnected
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151 tapson mobile from decision to
travel purchase
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80%
36%
20%
64%
1
% time spent % dollars spent
Desktop
Mobile
1
Mobile
Desktop
Mobile isn’t convertingThere’s a 44% monetization gap between time spent and dollars spent
44% gap
Comscore, 2016
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46%of people made their final booking decision on mobile yet moved to another device to complete the purchase.
Google, 2015
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Criteo, 2016
3xApps convert at
rate of mobile web
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BookingInspiration & Discovery In-Stay Experience
We’ve been making the entire user journeymobile & integrated
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Connecting Inspiration/Discovery and Booking
Conde Nast Traveler meets Hotels.com
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Improving booking on app and mobile web
• App landing page tailored to use case
• Additional payment methods e.g. Apple Pay
• Trip Planner • More personalised home
screen • Improved maps
• Responsive website • Migration to Google template
driven technology • Mobile first approach • Loading time and UX speed
optimisation • Improved maps
App Mobile Web
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Providing In-Stay OptionsIntroducing the Hotels.com Concierge
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Tap a ButtonPreview Inventory, Capture High Intent
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Easily Purchase and BookBetter App Landing Experiences, More Purchases
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And what’s next for a better connected space?
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Taking That Next Step Gets EasierThe Latest Integration from Hotels.com
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What does the future hold?Bookings completed in 3 taps.
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Connecting Qudico to hungryhouse
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conversion rate to purchase
higher conversion than mobile ads
repeat purchase rate
increase in time spent
28% 300%
41%24%
Results to Date
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Connecting Uber to leading publisher's users
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increase in time spent
increase in page visits
of users returned in 48 hours
11% 26% 21%
Results to Date
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Leading Publishers Turning to Button for Commerce
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Connecting to Commerce BrandsLeading commerce brands are already using Buttons and seeing success.
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What can you do?Button Focuses on Integrations to Acquire Users
Simple IntegrationAll Mobile Experiences High Intent Users
We take care of everything so you can focus on your core business.