Discovering hidden keyword ‘gems’

TUI Travel PLC is one of the world’s leading leisure travel companies with over 250 trusted brands in 180 countries and more than 30 million customers. The business is grouped into four sectors: Mainstream, Accommodation & Destinations, Specialist & Activity and Emerging Markets.

The Challenge

The TUI Specialist and Activity Sector comprises over 100 global travel businesses to fulfil the holiday and travel needs of customers with a wide range of interests and passions. Its well-known brands include Exodus, Adventure Company, Thomson Sport, Sunsail, Real Gap, I-to-I, The Moorings, Le Boat, iExplore. Products range from adventure and expedition holidays to educational tours that offer complex travel itineraries.

The nature of these products can result in prolonged purchase decisions as customers often require assurances that the holiday is tailored for their needs. This thirst for further information can drive customers to ask questions directly to one of TUI’s experienced travel consultants by phone.

The TUI Specialist and Activity Sector also has a number of non-transactional websites that require customers to call the phone number displayed on the website in order to book their holiday. The difficulty that TUI faced was how to track customers who completed their purchase by phone instead of online.

TUI needed a system that could track online and offline activity which would ultimately lead to an improved online marketing strategy and increased return on investment (ROI). This system would need to be able to track where their customers came from, what path they took to get there and what keywords they used.

The Solution

Following a rigorous selection process, TUI chose a call tracking solution offered by ResponseTap, due to the emphasis on the accuracy of data provided and the range of features that would help them to achieve their aims.

After putting a small piece of code on each of its website pages, a unique telephone number began to display to each different visitor. This dynamic telephone number provides each visitor with a unique identifier, enabling ResponseTap to automatically track the visitor as they click through the site and subsequently when they pick up the phone… ResponseTap also tracks the keyword they used to enter the site, the pages they looked at before, during and after the call, the date and time of the call and as well as the sales or lead value of the call.

“Due to the sometimes complex nature of our holidays, many customers prefer to call to make the final booking after visiting the website. As soon as that happened we were losing valuable insight about that customer’s journey. The ResponseTap solution has solved this problem and many more. Not only can we see which sources of traffic are generating relevant visitors, it has helped us enhance the websites and services we offer to give our customers a better all-round experience”

Jo Bradbury, Digital Acquisition Manager at TUI Travel PLC

The Results

Aside from the ability to integrate with other analytics providers, ResponseTap was able to provide further insight into online visitors and callers to the business and allowed them to make meaningful changes to their strategy and campaigns such as:

Creating regional, targeted offers

TUI is able to identify where incoming calls to the business are originating from using STD code data which is aggregated in the Caller Locations report; this has made it possible to create regional, targeted offers based on demand, both online and offline.

Improving the customer journey

Using the Visitor History report, TUI is able to see how visitors find the website, the pages they view and how often they return. It can also see the exact page that the caller is looking at when they pick up the phone. This insight has enabled the web team to identify “problem pages,” showing where serious browsers are abandoning their online purchase to pick up the phone. As a result TUI has been able to make improvements to the visitor journey by enhancing the content of certain pages within the site.

Enhancing the customer experience

TUI has been able to review staffing needs based on call volumes and patterns seen on the Calls Over Time report. It has also identified the need to change misleading “out of hours” answer machine messages and follow up any missed calls via email alerts sent directly to their sales teams.

Linking calls to marketing activity

The Call Log provides TUI with records of every call in real time, including campaign and traffic source information, search phrases used and whether the call results in a lead or sale.

Discovering hidden keyword ‘gems’

Another useful report for TUI has been the Keyword Report, which has enabled TUI to see which keywords are generating phone calls. Generic keywords such as “Adventure Holidays,” previously thought to be low-converting and ineffective actually were found to generate valuable telephone calls and offline sales.

Providing a holistic view of marketing ROI

ResponseTap is easily able to integrate with existing analytics tools used by TUI including Google AdWords and their preferred bid management software. This enables TUI to see phone call conversions recorded by ResponseTap within their other analytics systems, making it possible to analyse which ads are underperforming and which are proving successful. This gives TUI a much clearer understanding of ROI from each channel, making it easier to make strategic changes.

Access to this valuable call data means brands within the TUI Group are now able to successfully attribute offline bookings where the customer journey began on the website. This has resulted in an increase in web-generated revenue.

Prior to implementing ResponseTap, several brands were meeting their PPC targets allowable cost per lead. ResponseTap was integrated with TUI’s bid management software, so telephone call conversions can be seen at keyword and campaign level. This instantly reduced the cost per lead by nearly half, and let TUI intelligently increase spend on top performing keywords to obtain more leads, cost-effectively.