· NOTIFYSTUDIO STAFF
What is Booking.com?
Geert-Jan Bruinsma, a student at Universiteit Twente, founded Bookings.nl. In 2000, Booking.com was formed when Bookings.nl, merged with Bookings Online, founded by Sicco and Alec Behrens, Marijn Muyser and Bas Lemmens, which operated as Bookings.org. The name and URL were changed to Booking.com and Stef Noorden was appointed as its CEO. In July 2005, the company was acquired by Priceline Group (now called Booking Holdings) for $133 million, and was merged with ActiveHotels.com, a European online hotel reservation company, purchased by Priceline Group for $161 million in September 2004.
In 2006, Active Hotels Limited changed its name to Booking.com Limited. The integrations of Booking.com and Active Hotels helped its parent company improve its financial position from a loss of $19 million in 2002 to $1.1 billion in profit in 2011. The acquisition of Booking.com was praised by some social media as “the best acquisition in Internet history” since no other acquisition in the digital travel market had been shown to be as profitable.[8] Between 2010 and 2012, the company launched mobile apps for the iPad, Android,] iPhone, iPod Touch, Windows 8,and Kindle Fire. Since January 2013, many advertisements dubs "booking.com" as "booking.yeahms.
Challenge
The team at VisualSP was in search of a visual user behavior tool to help them take the guesswork out of their content decisions. They wanted to see exactly how users engaged with their site so that they could best support them.
The team was mostly designing landing pages and as they were revamping their site, they wanted to get a clear picture of exactly how users were interacting with the site. Their ultimate goal was to increase the number of people who signed up for the free package of their Digital Adoption Platform.
Using Notify
The team at VisualSP was in search of a visual user behavior tool to help them take the guesswork out of their content decisions. They wanted to see exactly how users engaged with their site so that they could best support them.
The team was mostly designing landing pages and as they were revamping their site, they wanted to get a clear picture of exactly how users were interacting with the site. Their ultimate goal was to increase the number of people who signed up for the free package of their Digital Adoption Platform.
Actions Taken
The team at VisualSP used scroll data to understand exactly how many pages users viewed. In addition, they used screen recordings to understand how users interacted with the page.
They looked at heat maps to identify where visitors were clicking the most on the website. As a result, they identified that their site’s landing pages had too many calls to action.
Results
By leveraging insights from Microsoft Clarity, VisualSP tailored its website to more effectively encourage users to sign up for a free account of their Digital Adoption Platform. These adjustments led to a 200% increase in free sign-ups!
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