By analysing browsing habits and feedback from its clients, Best Western France has significantly improved its website’s performance.
Best Western® Hotels & Resorts, the world’s leading co-operative with almost 4,500 independent hotels in 100+ countries, sees the customer experience as being central to its strategy. This is clearly illustrated by its Best Western Rewards® loyalty programme, rated among the most attractive and effective by its customers. Enjoying strong growth over recent years, in 2018 its global turnover rose by 9.5%. Best Western France attaches great importance to the experience offered to its loyalty programme’s members, particularly on the bestwestern.fr website. Almost half the reservations on this site are made by loyalty programme members.
As part of its 3-year vision, baptised “#Conquête #Transformation”, Best Western France is keen to speed up its digital transformation by adopting an agile approach to the continuous improvement of its website’s UX. Making better use of knowledge of its customers through data in order to boost engagement and to increase direct distribution is a key challenge for the group.
To achieve this, Best Western France decided to use a solution enabling it to track the clickstream of surfers on its website and to identify any possible sticking points. Best Western France’s teams therefore approached the company Content Square with the aim of improving the customer experience and obtaining real-time feedback from customers thanks to the data collected on the website. The first project implemented was aimed at better understanding and optimising the clickstreams of the Best Western Rewards® programme’s members on the website.
To assess the solution’s performance and the improvements implemented, key indicators such as the number of people registering for the loyalty programme on the website and the turnover generated by members through this channel were also defined during the planning stage. Phase 1 of the project involved analysing the existing clickstreams and any possible sticking points using the Content Square platform. Input from customers, obtained from the iAdvize chatbot solution, was also incorporated during this analysis phase. AB tests based on web and mobile recommendations resulting from these analyses were introduced during phase 2. Best Western France’s teams recruited a UX project leader, who worked with the Eddo agency on these AB tests. Once the conclusive results of the tests were known, development work was carried out on the website during phase 3. These new pages were once again analysed with the Content Square solution to assess their performance and to implement new UX improvements and AB tests. An iterative working method was introduced thanks to real-time data analysis, with the aim of maximising our performance on a continuous basis. Whereas Best Western France previously had an annual roadmap based on business intuition, Best Western France can now base its decision-making on customer insights in order to continuously improve its performance.
The number of people registering for the loyalty programme on the website is up by almost 30% and the turnover generated by the loyalty programme’s members on bestwestern.fr has risen by 54%.
This test has demonstrated that data exploitation is a huge area for exploration and this initiative will be extended to all clickstreams and pages on the website. The continuous improvement of the website’s UX is the first step in the deployment of Best Western France’s digital and data strategy. Other working methods using smart and big data are also being considered, demonstrating the group’s wish to be innovative and agile in the way it operates.
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