Case Study: Alitalia achieves 7% increase in online bookings and €2M quarterly revenue uplift with Webtrends Optimize

Webtrends Optimize helps Alitalia increase online bookings with AB testing & MVT

Alitalia, Italy’s main passenger transport group, needed to make its multi‑language, high‑traffic website simpler and more effective at converting visitors into bookings. Faced with massive data volumes and limited insight from free tools, Alitalia engaged Webtrends Optimize and its testing and targeting solution (A/B testing and MVT) to ensure customers received the right information and a streamlined purchase process to boost online bookings.

Webtrends Optimize ran targeted A/B and multivariate tests (with a consultative, managed service) on high‑traffic pages like special offers and the homepage, plus segment‑based personalization and dashboards for market reporting. The work delivered measurable gains: a ~6% uplift in click‑through conversions, about 500 additional bookings in three weeks (~€220,000 per month), a 7.09% increase in online bookings over three months, and a reported revenue uplift (quarterly) of roughly €2,000,000 — demonstrating Webtrends Optimize’s direct impact on Alitalia’s online performance.

Alitalia

Nicola Arnese

VP eCommerce