Replacing “buy now” with “read more” improved sales by 15% for reseguiden
Reseguidens customer journey
Reseguiden, founded in 1998, is a Swedish company that emerged as a pioneer in online travel services during the early days of the internet boom in the late 1990s and early 2000s. It was one of the first platforms in Scandinavia to provide users with a comprehensive online service for comparing and booking various travel options, setting a foundation for how online travel services operate today.
Founding and early days
At the time, booking travel was a laborious task, involving visits to travel agencies or making calls to different service providers. Reseguiden envisioned a digital platform that would allow people to search for and compare travel deals from the comfort of their homes. With this vision, the founders launched Reseguiden as a comparison site where users could find different travel packages, flights, hotels, and vacation deals. Initially, Reseguiden aggregated travel options by partnering with a wide range of airlines, hotels, tour operators, and travel agencies. It became a one-stop shop where consumers could compare prices and book their trips online, which was groundbreaking at the time. The site quickly gained traction as internet access grew, and more people began looking for faster, more convenient ways to plan their vacations.
Caring about the customer journey
What made Reseguiden stand out, however, was the company’s relentless focus on the customer journey. A friend of mine, who is also one of the co-founders of Reseguiden, has told me how they were obsessed with the customer journey.
Call to the right action at the right time
They tested the journey and asked themselves different questions. At one time Reseguiden had call-to-action (CTA) buttons that prompted the visitor to “buy now”. At this time an employee asked: is it too early to ask them to buy? As a result, they decided to test this hypothesis by swapping “buy now” to “read more”. They were amazed to see the results as their sales increased by 15%. This very simple change had a huge effect on sales. Reseguiden’s obsession with the customer journey paid off and shows that big impact can be obtained by small efforts.
Caring about the customer journey will help you improve sales.
Personalized travel recommendations
Reseguiden also began to provide personalized travel recommendations based on users’ preferences, adding a more curated feel to the experience.
We learned that travel is about dreaming.
When we could feed travelers with happy memories and feed their dream,
they were more likely to use our services.
– Niclas Wahlström, co-founder of Reseguiden
By aligning their promotions with the idea of travel dreams, rather than just focusing on sales, Reseguiden was able to further boost their business. The company maintained a focus on simplicity and transparency in its services, which resonated with consumers who were increasingly overwhelmed by the growing number of travel options online.
Creating a community
As the travel industry evolved, so did Reseguiden. The early 2000s saw the rise of user-generated content, and Reseguiden was quick to adapt. It introduced features that allowed users to share reviews, travel tips, and experiences, creating an engaged community around travel. Solo travelers could even find travel companions on the site etc. This user-centric approach set it apart from many competitors, fostering a sense of trust and authenticity on the platform.
Challenges and competition
Despite its early success, Reseguiden faced significant challenges as the online travel market became increasingly crowded. Global giants like Expedia, Booking.com, and TripAdvisor entered the scene, offering comprehensive travel services with deep marketing budgets and sophisticated technology. Reseguiden had to find ways to stay competitive in this rapidly changing landscape.
One way Reseguiden navigated this challenge was by focusing on the Scandinavian market and positioning itself as a trusted local brand. Reseguiden continued to emphasize its community-driven approach, leveraging the knowledge and experiences of local travelers. The platform also embraced mobile technology, launching apps that allowed users to search for travel deals on the go.
Legacy and influence
Reseguiden’s pioneering work helped shape the online travel industry, particularly in Scandinavia. Its focus on transparency, community engagement, and ease of use became standard features in the travel comparison and booking industry. By making their customer journey user-friendly, Reseguiden’s customers navigate the vast world of travel options online with ease. Reseguiden played a key role in shifting consumer behavior toward digital travel planning and booking.
While larger international platforms have taken a dominant share of the market, Reseguiden remains an important player in the Scandinavian travel scene, known for its user-friendly interface and strong local focus. The company’s early success paved the way for a new era of travel services, where convenience, choice, and community were at the forefront.
Key takeaways
Ultimately, caring about the customer journey is not just about making things easier for customers, it’s a business strategy. As Reseguiden’s story demonstrates, paying attention to how users interact with your product can lead to substantial business growth. Neglecting this can cost you not only customers but also opportunities for improvement that could drastically boost your results. It also proves that big impact can be obtained with small effort as their swap of a few words on a call-to-action button had a big impact on sales.
- Call-to-action buttons matter, swapping “Buy now” to “read more” boosted sales by 15%
- By aligning their promotions with the idea of travel dreams, rather than just focusing on sales, Reseguiden was able to further boost their business.
Reseguiden also recognized the value of community in the travel industry. They built a space for customers to share experiences, offer travel tips, and even find travel partners. This sense of connection and community made users feel more invested in the platform and contributed to customer loyalty.
Have you made caring about the customer journey part of your business strategy?
