The leader in luxury travel
Luxury Escapes continues to pave the way in providing the best deals for luxury travel destinations. With humble beginnings in Melbourne, Australia, they now service 29 countries around the globe.
More than 2 million users visit their travel site each month to learn, explore and book holidays in some of the best destinations in the world such as Bali, Thailand, Singapore, and more!
Founded by Jeremy Same and Adam Schwab, the company started its humble roots in Melbourne, Australia in 2009. Since then they have expanded globally and now serve 29 countries. Each month more than 2.5 million unique travelers visit their website to book exclusive travel deals to some of the best destinations in the world such as Bali, Thailand, Singapore, and more.
Increasing online sales and provide personalized updates to the user about new deals, from offering a more conversational experience that still drives sales and conversions
What We Created
Enhancing the shopping experience
Master of Code designed, built and launched the Luxury Escapes Messenger Chatbot in February 2019. It allowed users to search deals based on their preferences, book luxurious trips around the world and offered a fun ‘Roll the Dice’ game. Luxury Escapes, in partnership with Master of Code, rolled out a paid social campaign in line with the launch to offer customers a simpler way to search and book and also aimed to boost sales. With just 5–6 interactions within the chatbot, the bot was able to predict a user’s ideal travel preferences and later retarget them with current and upcoming luxury deals.
In just 3 months since launch, the chatbot generated more than $300,000 of sales revenue from engaging with less than 6,000 users.
Retargeting the users
Shortly after the launch of the campaign, Master of Code reviewed the data to analyze users’ behavior and experience patterns. From this analysis, we trained the bot to retarget engaged users with new deals that aligned with their interested destinations.
A comparative study was done to review the open rate of Luxury Escapes promotional emails vs. the Messenger chatbot. While their emails averaged an open rate of 14%, Messenger exceeded expectations and garnered a reply rate of 89% of total retargeted users.
Increasing user engagement
To further increase user engagement, Master of Code launched two additional chatbot features.
The first launch was for a random vacation selector called Roll the Dice. The chatbot would suggest a random destination and vacation package to the user. We built Facebook ads that drove traffic directly to the vacation selector. ‘Roll the Dice’ was played more than 16,800 times during the initial campaign.
The second feature we created was an Augmented Reality (AR) filter. The AR filter was sent to the users as a retargeted message.
Live Chat integration using Live Chat Inc.
Live Chat Inc.’s Facebook Messenger application was not on par with the Facebook API causing us to program a middleware that controlled the inflow and outflow of messages between the chatbot, live chat, and Messenger. It gave us control over the handover protocol, thereby, using different operations like creating a chat, ending chat, etc. at will.
Personalized retargeting messages
The key to personalized retargeting messages was to track user behavior inside the chatbot. So we developed an algorithm that would track every movement of the user inside the bot, the deals they look at and how deep in the flow the users go to. Once we had all the data, we would sort user preferences using different metrics and would retarget the user with a personalized deal that they were most likely to buy.
As mobile becomes more immersive we saw no sign of conversational commerce slowing down, and a messenger bot on social was a high priority to test and learn how our users behave in this space. With the bot in place, we’re able to drive personalized, incremental user engagement on a global scale. The ability to go from zero to thousands of users on a new channel is quite unique, and the retention rate so far is amazing.
- 7400+ Number of times the users were retargeted back into the bot
- 4070+ Deals viewed
- 6200+ Users engaged with the bot in 3 months since launch
- 89% Reply rate to retargeting messages
- $ 300K+ Revenue generated in the first 90 days
- 16.8K+ Number of times Roll the dice was played
Originally published at https://masterofcode.com.