The company
Founded in 2019 as a subsidiary of the easyJet group, easyJet holidays is a package holiday provider offering over 100 great value beach and city destinations across Europe, taking almost 2 million customers away in 2023.
The pandemic halted operations soon after their launch, but once lockdowns were over, easyJet holidays were keen to drive rapid growth. To do this, they wanted to better understand customer expectations and make data-driven decisions to enhance their marketing strategies and optimize customer journeys.
With this in mind, Adam Cheal (CRO Specialist at easyJet) and the digital team at easyJet holidays needed an analytics platform that would give them—and their customer experience—a competitive edge.
They chose Contentsquare’s Experience Intelligence platform.
“We found that Contentsquare offers a more comprehensive suite of analytics than other platforms, as well as a user-friendly interface and a level of customer support that’s been amazing,” says Adam.
The challenge
As part of the easyJet group, the easyJet holidays digital team inherited a customer-centric culture. Consequently, they were keen to get customer feedback on their user journeys to help optimize their customer experience and grow the new brand as rapidly as possible.
The team needed a way to align customer feedback and improve their understanding of customer journeys with analytics, helping the wider business (from the product team to the content, marketing, tech, and CX teams) make more insightful and impactful decisions.
We needed something to move us away from making gut-feeling decisions. Contentsquare provides us with real evidence-based data at a very granular level, which has proven really powerful.
The solution
Using Contentsquare, easyJet holidays has fostered unprecedented levels of cross-team collaboration. This has been especially useful for building new prioritization frameworks, like deciding on which A/B tests to launch based on Contentsquare insights.
“Contentsquare means a whole new way of working,” says Adam. “But the results are better analytics, more informed decisions, and ultimately a more successful business.”
EasyJet holidays has already seen significant measurable success in key areas.
1. Increasing conversion rates and order values with shortlists
The company's shortlist function, which allows site and app users to add their favorite holidays to a shortlist, didn’t seem to be having the desired impact on mobile.
To find out what was going on, the team used Contentsquare's Voice of Customer to survey mobile visitors on their shortlist experience.
The survey results showed that many customers liked the shortlist function, but that it was difficult to find on mobile. At the same time, Journey Analysis revealed that app users were getting stuck in loops when trying to use the shortlist, logging into their shortlists and being immediately sent back to the homepage.
Based on these insights, the team immediately prioritized fixing the issues mobile and app users were having with using the shortlist function.
2. Prioritizing shortlist enhancement on the product roadmap
Using Contentsquare's Impact Quantification capability, the company was able to show that when optimized, shortlists could result in a +3.6% increase in average cart spend—and a huge +82.5% boost in conversions.
Although enhancing shortlist functionality had already been on the product roadmap, this analysis enabled the company to prioritize this project and bring it forward, given the significant and rapid impact it could have on revenue.
easyJet Holidays website page
The results
With the help of Contentsquare, the team optimized one of their shortlist customer journeys, which resulted in a +7.3% increase in revenue for this customer journey.
On top of this, the company has used Contentsquare to become more data-driven, build prioritization frameworks, and increase cross-functional collaboration to drive innovation and gain an edge in an extremely competitive market.
What's next
easyJet holidays is keen to further integrate Contentsquare into their processes across the business, with several new integrations already in progress.
One example of Contentsquare's spreading influence this is provided by the Tech Team, which is starting to use Contentsquare to aid with error analysis.
At the same time, the airlines part of the easyJet group has seen the success easyJet holidays has enjoyed with Contentsquare and has also signed up to use it.
