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Click&Boat Business Opportunity

Click&Boat Business Opportunity

Click&Boat Business Opportunity

Click&Boat Business Opportunity

Click&Boat Business Opportunity

Click&Boat Business Opportunity

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Case study on how a boat charter could develop a business opportunity with flying activities and airplane renting.

Problem statement

Problem statement

After an acquisition, Click&Boat, the leader in peer-to-peer boat rentals, creates a new offer allowing boat renters to recommend air activities or rental of flying vehicles. This new offer is materialised by a new website called Click&Fly.

How could we bring qualified traffic to Click&Fly without cannibalising Click&Boat's conversion rate?

After an acquisition, Click&Boat, the leader in peer-to-peer boat rentals, creates a new offer allowing boat renters to recommend air activities or rental of flying vehicles. This new offer is materialised by a new website called Click&Fly.

How could we bring qualified traffic to Click&Fly without cannibalising Click&Boat's conversion rate?

Process

Process

1

Discover

Research has been conducted since the launch of the new Click&Fly website. Here are the major insights: - Upon the arrival of Click&Boat users on Click&Fly, the conversion rate for air activities is higher than that of flying vehicle rentals; - Some owners of yachts rented through Click&Boat also own flying vehicles they could rent out on Click&Fly; - Click&Fly product pages (activity or vehicle pages) have a lower bounce rate than other pages on the site (home, search, etc.); - The average basket size is higher on Click&Boat than on Click&Fly.

1

Discover

Research has been conducted since the launch of the new Click&Fly website. Here are the major insights: - Upon the arrival of Click&Boat users on Click&Fly, the conversion rate for air activities is higher than that of flying vehicle rentals; - Some owners of yachts rented through Click&Boat also own flying vehicles they could rent out on Click&Fly; - Click&Fly product pages (activity or vehicle pages) have a lower bounce rate than other pages on the site (home, search, etc.); - The average basket size is higher on Click&Boat than on Click&Fly.

1

Discover

Research has been conducted since the launch of the new Click&Fly website. Here are the major insights: - Upon the arrival of Click&Boat users on Click&Fly, the conversion rate for air activities is higher than that of flying vehicle rentals; - Some owners of yachts rented through Click&Boat also own flying vehicles they could rent out on Click&Fly; - Click&Fly product pages (activity or vehicle pages) have a lower bounce rate than other pages on the site (home, search, etc.); - The average basket size is higher on Click&Boat than on Click&Fly.

2

Define

As part of this exercise, I focus on the needs of two personas: - the vacationing couple, a Click&Boat user looking to book a parasailing session; - the boat owner who rents his boat on Click&Boat and is looking to do the same with his airplane.

2

Define

As part of this exercise, I focus on the needs of two personas: - the vacationing couple, a Click&Boat user looking to book a parasailing session; - the boat owner who rents his boat on Click&Boat and is looking to do the same with his airplane.

2

Define

As part of this exercise, I focus on the needs of two personas: - the vacationing couple, a Click&Boat user looking to book a parasailing session; - the boat owner who rents his boat on Click&Boat and is looking to do the same with his airplane.

How might we…

💰 Business challenge

How might we generate qualified traffic for Click&Fly without cannibalizing Click&Boat's conversion rate?

💰 Business challenge

How might we generate qualified traffic for Click&Fly without cannibalizing Click&Boat's conversion rate?

💰 Business challenge

How might we generate qualified traffic for Click&Fly without cannibalizing Click&Boat's conversion rate?

💰 Business challenge

How might we generate qualified traffic for Click&Fly without cannibalizing Click&Boat's conversion rate?

👫 User challenges

How might we diversify the experience of vacationers so they can enjoy aerial activities in addition to their boat rental? How might we help boat owners who rent on Click&Boat to generate more revenue by renting out their flying vehicle on Click&Fly?

👫 User challenges

How might we diversify the experience of vacationers so they can enjoy aerial activities in addition to their boat rental? How might we help boat owners who rent on Click&Boat to generate more revenue by renting out their flying vehicle on Click&Fly?

👫 User challenges

How might we diversify the experience of vacationers so they can enjoy aerial activities in addition to their boat rental? How might we help boat owners who rent on Click&Boat to generate more revenue by renting out their flying vehicle on Click&Fly?

👫 User challenges

How might we diversify the experience of vacationers so they can enjoy aerial activities in addition to their boat rental? How might we help boat owners who rent on Click&Boat to generate more revenue by renting out their flying vehicle on Click&Fly?

3

Ideate

For the vacationing couple: - Offer reduced-price aerial activities exclusively to recent boat renters. These activities are visible from the rental payment confirmation page. The vacationer is directly redirected to the activity page, which explains why Click&Fly product pages have a lower bounce rate than other pages on the site. These discounts will convert new Click&Fly users to purchase, although Click&Fly's average cart value remains lower than that of Click&Boat; - Suggest aerial activities and airplane rentals from the "Reservations" page of Click&Boat to raise awareness among vacationers of this new offering. For the owner of a boat and a glider: - Provide an income simulator so that they can estimate how much this new rental could earn them before posting an ad on Click&Fly.

3

Ideate

For the vacationing couple: - Offer reduced-price aerial activities exclusively to recent boat renters. These activities are visible from the rental payment confirmation page. The vacationer is directly redirected to the activity page, which explains why Click&Fly product pages have a lower bounce rate than other pages on the site. These discounts will convert new Click&Fly users to purchase, although Click&Fly's average cart value remains lower than that of Click&Boat; - Suggest aerial activities and airplane rentals from the "Reservations" page of Click&Boat to raise awareness among vacationers of this new offering. For the owner of a boat and a glider: - Provide an income simulator so that they can estimate how much this new rental could earn them before posting an ad on Click&Fly.

3

Ideate

For the vacationing couple: - Offer reduced-price aerial activities exclusively to recent boat renters. These activities are visible from the rental payment confirmation page. The vacationer is directly redirected to the activity page, which explains why Click&Fly product pages have a lower bounce rate than other pages on the site. These discounts will convert new Click&Fly users to purchase, although Click&Fly's average cart value remains lower than that of Click&Boat; - Suggest aerial activities and airplane rentals from the "Reservations" page of Click&Boat to raise awareness among vacationers of this new offering. For the owner of a boat and a glider: - Provide an income simulator so that they can estimate how much this new rental could earn them before posting an ad on Click&Fly.

I identify user journeys on the demand and supply side that best address the business and user problem. I hypothesize that one of the bridges that is most likely to generate qualified traffic at Click&Fly is the suggestion of discounted air activities from the confirmation page of a reservation on Click&Boat. On this page, it is relevant to show air activities located near the vacation spot where the boat is rented.

On the supply side, I map the revenue simulator experience that a user could benefit from over a year by renting their plane on Click&Fly. I prefer a short experience to quickly lead the owner to the result. This results page invites the owner to post a new rental ad using a form filled with the answers given during the simulation.

This simulator has 2 main benefits:

  1. It allows the owner to project what Click&Fly could generate for them.

  2. It facilitates the creation of new rental ads on Click&Fly.

I identify user journeys on the demand and supply side that best address the business and user problem. I hypothesize that one of the bridges that is most likely to generate qualified traffic at Click&Fly is the suggestion of discounted air activities from the confirmation page of a reservation on Click&Boat. On this page, it is relevant to show air activities located near the vacation spot where the boat is rented.

On the supply side, I map the revenue simulator experience that a user could benefit from over a year by renting their plane on Click&Fly. I prefer a short experience to quickly lead the owner to the result. This results page invites the owner to post a new rental ad using a form filled with the answers given during the simulation.

This simulator has 2 main benefits:

  1. It allows the owner to project what Click&Fly could generate for them.

  2. It facilitates the creation of new rental ads on Click&Fly.

4

Deliver

This solution exposes Click&Boat users to the offer provided by Click&Fly in the vacationer's geographic region. Discounted air activities linked to boat rentals are an acquisition lever for Click&Fly without cannibalizing Click&Boat's conversion rate.
The transfer of accounts between Click&Boat and Click&Fly facilitates the activation of new qualified traffic on the dedicated leisure air site.

The retention of new Click&Fly traffic will be evaluated by the booking rate of other air activities or aircraft rentals following a first experience.
Air activity payment facilitated by attractive and exclusive prices for boat renters generates additional revenue for Click&Fly.
The proposed solution initiates a product-led sales movement. The product becomes an acquisition channel via a personalized experience. The suggestion of exclusive activities at a reduced price and available in the vacationer's geographic region represents zero acquisition costs to bring traffic to Click&Fly.

5

KPI's to follow

On the demand side: - Measure the click-through rate on highlighted air activities from the boat rental confirmation page; - Track the bounce rate of pages for an air activity or flying vehicle on Click&Fly. Does the bridge between the two sites further lower the bounce rate of these pages? - Monitor the activity of qualified traffic arriving at Click&Fly via Contentsquare. - Track the conversion rate for new Click&Fly visitors thanks to the discounts; - Analyze the impact of discounts on the average cart of Click&Fly users. Do discounts generate more traffic on air activities or rentals? - Observe whether for the same user, the reservation of an air activity or the rental of a plane does not substitute for that of a boat; On the supply side: - Measure the click-through rate on the invitation sent by email; - Hotjar allows us to track owner behavior on the simulator; - Measure the bounce rate at each stage of the simulator to identify reasons why the owner would abandon; - Analyze the conversion rate of the revenue simulator. How many new rental ads has it generated on Click&Fly?

Takeways

💪🏻 Personal growth

This case study was the opportunity for me to not only think about the users’ needs but also to address the business goals of the company: I made design decisions to bring qualified traffic to Click&Fly based on brand awareness, acquisition, revenue, and retention.

💪🏻 Personal growth

This case study was the opportunity for me to not only think about the users’ needs but also to address the business goals of the company: I made design decisions to bring qualified traffic to Click&Fly based on brand awareness, acquisition, revenue, and retention.

💪🏻 Personal growth

This case study was the opportunity for me to not only think about the users’ needs but also to address the business goals of the company: I made design decisions to bring qualified traffic to Click&Fly based on brand awareness, acquisition, revenue, and retention.

💪🏻 Personal growth

This case study was the opportunity for me to not only think about the users’ needs but also to address the business goals of the company: I made design decisions to bring qualified traffic to Click&Fly based on brand awareness, acquisition, revenue, and retention.

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