Delhi Airport: Converting Footfall into E-Comm

Who hasn’t been to Delhi Airport? But who has been to Delhi Airport’s website? Most people hadn’t…until we changed that.

  • 45 %
    Increase in online business
  • 23 %
    YoY organic traffic
  • 6 %
    in conversion rate
objective :

Delhi International Airport Limited (DIAL) wanted to create an online booking engine to convert airport-related information seekers into online buyers of their service.

challenges
  • Getting all services already running as separate business entities, onto a single eComm platform

  • Key airport services like hotel booking competing against established aggregator platforms for Share of Voice

  • Converting information-seeking users into transactional users.

result

With great insights, come great solutions. And results spoke for themselves! Not only did the brand see a spike in conversations and engagement, it saw a direct increase in the traffic and rate of conversion.

The campaign caused an increased share of voice for the key business associated with the airport. It also helped increase the YoY traffic by around 23%. In fact, the conversion rates from the Business page averaged well ahead of the industry standard at 4%-6% for every business. Let’s just say, the online business for the brand just took off like never before!

The online business increased by 45% in a span of 2 years.

our approach

At Newgen Digital Works, we believe in one-size-can’t-fit-all. For the different challenges faced by DIAL, we devised a five-pronged approach for greater visibility, higher engagement and better ROI.

  • Persuasive User Experience on Website: We enabled better discoverability of the airport’s transactional services upfront with a highly persuasive UX leading to transaction, thereby increasing conversion potential

  • User Insight-Driven Approach: We identified the key services based on search volumes and aligned the business process accordingly to enable optimization of search-attributed conversions

  • A/B Testing: In order to optimize the conversion, we tested with different communications based on offers, customised services, etc. for online users

  • Dynamic Pricing: Through real-time API integration with flight data & service backend integration, we reduced drop rates/cancellations due to service non-availability. As a result, the cancellations dropped by a massive 24%

  • Cross Promotion: Through cross-promotion banners, we created more visibility, thereby increasing the session for each business page by an average of 7%

result

With great insights, come great solutions. And results spoke for themselves! Not only did the brand see a spike in conversations and engagement, it saw a direct increase in the traffic and rate of conversion.

The campaign caused an increased share of voice for the key business associated with the airport. It also helped increase the YoY traffic by around 23%. In fact, the conversion rates from the Business page averaged well ahead of the industry standard at 4%-6% for every business. Let’s just say, the online business for the brand just took off like never before!

The online business increased by 45% in a span of 2 years.