Case Study: Qantas achieves higher conversions and a personalised website experience with Webtrends Optimize

Qantas transforms Its customer website experience with Webtrends Optimize

Qantas, one of Australia’s largest airlines, wanted to improve its booking and website experience to better match the in-flight customer experience and to personalise content based on visitor data (destination, prior travel, etc.). To achieve this, Qantas engaged Webtrends Optimize to provide testing and targeting technology and full-service expertise, including A/B and multivariate testing, advanced segmentation, behavioural targeting and personalisation.

Webtrends Optimize ran iterative tests—from simple homepage changes (copy, colours, CTA design) to sophisticated A/B tests on special offers, frequent-flyer sign-up flows and segmented booking funnels (desktop and tablet), adding urgency messaging and style adjustments. Results included an 8.32% lift in completed frequent-flyer applications, nearly a 24% increase in Qantas Club sign-ups, a 2.14% uplift in desktop bookings and a 3.15% uplift in tablet bookings, delivering higher conversions, increased revenue and deeper insight for ongoing optimisation.

Qantas

John Lonergan

Head of Direct Sales