Routehappy, Webjet experiment demonstrates positive impact of rich content on consumer purchasing

Flight shopping platform Routehappy and Australian OTA Webjet have revealed metrics that it concluded from the first round of testing of airline rich content via Routehappy Hub, showing a 26.3% conversion increase when international economy flight shoppers interacted with Routehappy rich content, the company said.

Routehappy Hub is a rich content platform in which Routehappy creates standardized rich content in the form of Universal Product Attributes (UPAs), which include unique feature descriptions, images, and videos, on behalf of airline customers. In the test, Routehappy UPAs were displayed to Webjet shoppers as they reviewed their flight selection prior to purchase.

The test was developed with a hypothesis that international flight shoppers would purchase at a higher rate with Routehappy rich content, improving Webjet´s sales funnel. Seven airlines using Routehappy Hub participated in the test: Qantas Airways, Virgin Australia, Cathay Pacific, Singapore Airlines, Emirates, United Airlines and Air Canada.

Webjet completed a structured A/B conversion test whereby 50% of the international economy flight shoppers were shown the rich content and 50% were not. In round one of testing, 6% of shoppers interacted with the rich content, resulting in a 26.3% conversion increase over those who did not interact. This result was statistically significant.

New York-based Routehappy powers merchandising content for flight shopping, helping airlines and distributors differentiate and better monetize their products. Its Scores & Amenities API provides flight scores and cabin amenity data.

Routehappy Hub is a cloud-based platform that helps airlines create, manage and distribute targeted product and ticket attribute content.