easyJet x Contentsquare

How easyJet holidays uses Contentsquare to prioritize its product roadmap

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, and the digital team at easyJet holidays chose Contentsquare’s Digital Experience Analytics Platform for the competitive edge it could give them. “We found that Contentsquare offers a more comprehensive suite of analytics, as well as a user-friendly interface and a level of customer support that’s been amazing,” Adam explains.

The Challenge

As part of the easyJet group, the easyJet holidays digital team inherited a customer-centric culture. 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 to help the wider business make more insightful and impactful decisions—from the product team to the content team to the marketing, tech and CX teams.

We needed something to move us away from gut feel and provide real evidence-based data at a very granular level, which has proven really powerful."

Adam Cheal

CRO Specialist, easyJet

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,” Adam says. “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 users to add their favorite holidays to a shortlist—didn’t seem to be having the desired impact on mobile. So the team used Hotjar—a solution acquired by and integrated with Contentsquare—to survey mobile visitors on their shortlist experience, picking their desirable holiday destinations.

From that survey, the team discovered that many customers liked the shortlist function but it was difficult to find on mobile. At the same time, Contentsquare’s Customer Journey Analysis revealed that app users were getting stuck in loops. Users were logging into their shortlists and being sent back to the homepage. With this insight, the team immediately prioritized the issue.

2. Prioritizing shortlist enhancement on the product roadmap

Using Contentsquare’s Impact Quantification tool, 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 and bring it forward, given the significant and rapid impact it could have on revenue.

Contentsquare has helped us with prioritization. We’ve found it really important to get team alignment. We’ve had buy-in from key stakeholders, and by keeping visibility of Contentsquare high on everyone’s agenda that’s really helped us keep the momentum on prioritization."

Adam Cheal

CRO Specialist, easyJet

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 this is 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.

Contentsquare will continue to shape our work, fostering collaboration, innovation, and proactive problem-solving. I’m really excited about the future possibilities and benefits to our customers and the business."

Adam Cheal

CRO Specialist, easyJet