Case Study

Booking.com Increases Down-the-Funnel Conversions with Outbrain

35%CVR increase of audiences achieving 100% of sign up (completion)

14%CVR increase of audiences achieving 25% sign up

Introduction

Booking.com is a global travel fare aggregator website and travel metasearch engine for lodging reservations with a mission to empower people to experience the world.

The Challenge

In 2017, Booking.com broadened its offering by adding vacation rental properties alongside hotels. This led to significant growth opportunities for the company‘s business across the homes and apartments sector.

Booking.com partnered with Outbrain as a key digital acquisition partner to help  grow property owner registrations globally.

Booking.com initially used landing pages built for paid search across its native Outbrain Amplify campaigns – and while large volumes of property owners completed the first step of the sign up process (entering email) at a good CPL, many of them got stuck at this first step instead of moving further down the funnel to complete their registration.

The Solution

The Outbrain team went to work to improve the ratio of Outbrain audiences clicking on an ad and completing 25% and 100% of the sign up funnel. The team created 3 different types of landing page copy for Booking.com, and advised them on page layout, including the addition of “proof points” such as customer testimonials, awards/recognitions as well as a dynamically updated “how much you can earn” function, which gives an estimated weekly earning based on visitor geo-location.

Booking Solution
Booking Solution

Booking.com Increases Down-the-Funnel Conversions with Outbrain