What is the Return on Click Investment?

And why is it important to maximize your conversions?

Today we’re reviewing a super insightful article from the Baymard Institute, describing what this concept they invented: Return on Click Investment.

Mastering this idea will help you to better organize your website, and know how to present information to ensure your visitors stay on your website and complete their purchases.

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Context

In the airline industry, each Origin & Destination pair, or route, is a specific Business Unit with its specific market, target audience, behavioral patterns and competitive landscape. It thus makes sense to manage them independently through different campaigns, and optimize them against each other to increase the overall performance.

Goal

Increase online plane tickets direct sales through the airline website.

Challenges

• Set up granular campaigns that reflect the complexity of the client operations with 17,000+ O&Ds in a cost-effective way.
• Optimize all campaigns in real-time in a very competitive environment to drive more ticket sales.
• Monitor all campaigns, detect anomalies and provide actionable insights & reports on their performance.

Solution

Ad360 implemented its automation, optimization & visualization products to solve the challenges of the client.

Results

Online sales tickets were multiplied by 2.

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