Task 2: Improving customer conversion rate

Customer conversion refers to turning potential customers into paying customers. For easyJet, improving the conversion rate means encouraging more website visitors and social media users to complete a flight booking. A well-planned digital marketing strategy can increase customer confidence, improve the booking experience and ultimately generate higher revenue.

Activities to improve customer conversion

Personalised email marketing

easyJet should send personalised emails based on customers’ previous searches and booking history. Tailored offers and destination recommendations are more likely to encourage customers to complete a booking.

Retargeting Advertising

Retargeting campaigns on Google, Facebook and Instagram should remind users about flights they viewed but did not purchase. This keeps easyJet visible and encourages customers to return and complete their booking.

Limited-time offers

Creating urgency through flash sales, discount codes and countdown promotions can motivate customers to make quicker purchasing decisions.

Simplified Booking Process

Reducing the number of booking steps, improving website speed and offering secure payment methods can reduce cart abandonment and improve customer satisfaction.

 Loyalty and Rewards Programme

Providing rewards such as discounts, early access to sales or points for repeat bookings can encourage customers to book with easyJet more frequently.

 

Key performance indicators (KPIs)


                          KPI

                                                                                                                Purpose

Conversion Rate

                             Measures the percentage of visitors who complete a booking.

Cart Abandonment Rate

                               Measures how many users leave before completing payment.

Email Click-Through Rate (CTR)

                                    Measures engagement with personalised email campaigns.

Cost per Acquisition (CPA)

                                                             Measures the cost of acquiring a new customer.

Customer Retention Rate

                                                Measures how many customers return to book again.

Analysis and expected business impact

The proposed activities are designed to remove barriers during the customer journey and encourage more completed bookings. Personalised marketing increases relevance, while retargeting advertisements remind customers about unfinished purchases. Limited-time offers create urgency, encouraging quicker decisions. A simple and user-friendly booking process reduces frustration and improves customer satisfaction. Finally, loyalty programmes strengthen long-term customer relationships and increase repeat purchases.

According to Kotler et al. (2022), personalised marketing and relationship marketing are essential for increasing customer loyalty and improving conversion rates. Chaffey and Ellis-Chadwick (2022) also highlight that data-driven digital marketing enables organisations to deliver relevant content at the right stage of the customer journey, leading to higher conversion and customer satisfaction.

Expected business impact:

  • Increased bookings and revenue.
  • Improved customer loyalty and retention.
  • Enhanced brand perception and customer satisfaction.
  • Optimised marketing spend through targeted campaigns.