Matt Granfield's (Mantra Group) presentation at Mumbrella's Travel Marketing Summit
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Mantra Group’s Mobile Strategy: Key Learnings Event: mUmBRELLA Travel Marketing Summit, 2017 Author: Matt Granfield Getting The Message: Reaching Consumers in a Mobile World
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Transcript of Matt Granfield's (Mantra Group) presentation at Mumbrella's Travel Marketing Summit
Mantra Group’s Mobile Strategy: Key LearningsEvent: mUmBRELLA Travel Marketing Summit, 2017Author: Matt Granfield
Getting The Message: Reaching Consumers in a Mobile World
About Mantra2
About Matt Granfield3
DigitalMarketing
Me
About This Presentation4
DigitalMarketing
What I’m going to talk about
Our website used to be pretty bad5
Our website wasn’t quite this bad…6
Our website wasn’t quite this bad…7
Our website was unresponsive8
Mobile conversion rate was very low9
=
Then we made it mobile responsive10
And mobile conversion doubled11
Yes, doubled. That’s a lot of double.12
Interesting: Mobile conversion rate is still 1/3 of desktop at Mantra Group
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Mobile Desktop Tablet
Which is in line with the global trend14
Is a low mobile conversion rate a problem?
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Mobile Desktop Tablet
?
Low mobile conversion rate sounds like a problem, because most of our website visitors are on mobile devices
45%
43%
12%
MobileDesktopTablet
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(Remember when mobile was the ‘next
big thing’?)
But we know people use their mobile to research at night and then book when they get to work the next day
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Hotel bookings peak in the morning
Mobile sessions peak at night when people are on the couch watching TV
Source: Mantra Group websites, Google Analytics, 2017
Although kids are different18
Source: Google, Millennial Travelers: Mobile Shopping and Booking Behavior, 2015
2/3 of younger travellers plan their whole trip on their phone
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Source: Google, Millennial Travelers: Mobile Shopping and Booking Behavior, 2015
For all those reasons, and for now, our mobile strategy is geared towards research and inspiration
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Our mobile strategy will have to do a lot more heavy lifting in future
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Particularly as mobile platforms do more22
Tip: Google ‘Wechatecosystem’
Apps: We have one. It does some stuff. We’re not investing any more in it because we think responsive web platforms will be better.
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AI will be the next big thing for mobile. We’re working on that now.
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Key takeaways
• Make your website mobile responsive and mobile conversion will double (results may vary, not a guarantee, if pain persists please see your doctor)
• Aim for 1% mobile conversion as your benchmark
• Young people like mobile
• People don’t talk to each other after dinner anymore. They sit on their phones and look at travel websites until it’s time to go to bed.
• Then they book their holiday when they get to work.
• Google: ‘Wechat ecosystem’
• Apps are dead
• [email protected] if you want to know more
• WeChat: mattgranfield
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