Lastminute.com Achieves a 28% Increase in Look-to-Book Conversion Rate

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Case Summary

Lastminute.com is one of Europe’s premier travel and lifestyle companies, looking to become the number one European e-commerce lifestyle player by delighting customers with great-value inspiration and solutions. Lastminute.com offers both travel products— such as flight, hotel, holiday and car rental services—as well as lifestyle products including dining services, theatre tickets, music events and more.

Recently acquired by Travelocity Europe, the company also operates 36 other industry-relevant sites under the lastminute.com umbrella—all of which are using Omniture SiteCatalyst® as their Web analytics solution.

Lastminute.com faced important business challenges including:

1. Having limited insight into paid advertising and SEM campaign performance
2. No understanding as to where and why customers dropped off the site
3. Inability to measure click-to-book conversions on a merchandising level

See how Omniture SiteCatalyst helped support decisions to overhaul site navigation, to create specific category homepages, and provided a way to measure pathing and drop-off rates.