How Homair uses Contentsquare and AB Tasty to optimize and personalize its booking experience

The company

Homair is a European leader in outdoor accommodations. Drawing on 30 years of expertise, Homair guarantees a unique experience tailored to each vacationer.

A long-standing part of the European Camping Group, the company promises to support vacationers every step of the way, from providing a simple and secure booking process onwards.

The challenge

Homair is organized around 5 distinct values. 2 of these values—being data-driven and customer-centric—guide the company’s product team in their efforts to provide an optimized and personalized browsing experience.

To achieve this, the team leverages the integration of 2 complementary platforms, AB Tasty and Contentsquare.  

Both are used by many different teams throughout the company, who are all working toward the same goal: sustainably optimizing the digital customer experience.

The solution

Here’s how Homair’s product team uses the Contentsquare-AB Tasty integration throughout their experience optimization cycle sprints. 

Detecting and fixing friction points with A/B tests

The team begins each cycle by using Contentsquare to analyze the Homair website experience for points of friction. 

A point of friction could be a technical issue (such as a bug) that needs to be fixed. Or it could be a user experience (UX)-design issue, where an element of page design is causing confusion or frustration to customers and there’s a potential to optimize.

In the case of technical issues, if the product team can’t easily include a fix in the sprint (and it can’t be corrected using AB Tasty’s visual editor), they’ll implement a patch correction with the solution. The final version will then be implemented once the team enters the next sprint.

In the case of a UX design issue, the product team designs and implements an A/B test for a minimum of 2 weeks before viewing results based on the objectives set in AB Tasty. Once a winning version is revealed, AB Tasty enables 100% of traffic to be switched to it. 

Contentsquare analysis complements both of these processes. Using Contentsquare, the team can understand how fixing a technical issue has impacted customer behavior. 

If the issue is design-related, they can test various solutions—and again, use Contentsquare insights to understand how each impacts customer behavior and outcomes. 

Tailoring messaging for different audiences

Traffic to the Homair website comes from a variety of sources such as SEO, social media, and retargeting—each of which brings visitors with different behaviors, expectations, and needs.

Knowing how to address each of these audiences is a big challenge for Homair. Using the Contentsquare-AB Tasty integration enables the brand’s teams to take on that challenge and make more informed, data-driven decisions.

The product team uses AB Tasty to create different, targeted messages based on traffic sources—then uses Contentsquare to analyze and compare how variations of these messages impact subsequent sessions

Below is an example of a test the team carried out. The goal was to understand which banner message worked best for paid traffic.

Firstly, here’s the control banner that all traffic to Homair Vacance’s website saw—except for visitors who arrived via paid sources:

Variation 1 (pictured below) was shown to 50% of paid visitors, highlighting that customers can cancel for free (‘Annulation Gratuite’). 

Variation 2 (pictured below) was shown to the other half of the paid audience, highlighting customers can pay in installments (‘Payez en 3X ou 4X sans frais’).

AB Tasty allows the team to easily and quickly change the design of variants in the visual editor, and the variation is triggered based on the corresponding source and/or entry URL, known as trigger targeting. AB Tasty users can also create specific key performance indicators (KPIs) to track, such as hover, click, page views.

Contentsquare complements AB Tasty by enabling analysis of how browsing behavior differs between the audiences exposed to each variant, and therefore to determine, at a more granular level, which variant has the most positive impact.

The results

With AB Tasty and Contentsquare, Homair was able to determine which messages encouraged users to click and discover the offer and which messages engaged the user enough to lead them to purchase. 

In this instance, the winning variation doubled the banner’s conversion rate for paid traffic.