RedEye started by using Haven’s CRM database to analyse Haven’s data to identify segments that could be targeted effectively. Following this analysis Haven decided to focus on the large amount of visitors who browse park pages, but leave before making a booking. Haven was able to identify these visitors by using RedEye’s smart tags which link a cookie back to an individual customer ID (for example email address).
Once this segment was identified Haven was in a position to re-target these users with online content relevant to the browsing or search activity from the user’s last visit. The original Haven homepage featured a large carousel which was visible to every user entering or returning to
the site. Using RedEye’s website personalisation process this carousel was modifi ed to dynamically display a new static image which showcased information on the park the user had already expressed an interest in. This image included the USPs of the park along with a suitable CTA to encourage users to fi nd out more and hopefully book.
Four parks were selected to begin with, to test whether this personalised approach would increase bookings. Segments were chosen based on the parks with the highest online views.
In order to prove its worth the process was set up as part of an A/B test (this way Haven could test the success of the personalised homepages against the generic homepage).