TourRadar Increases Booking Conversion Rates by 2.7% with Amplitude

Insight/Action/Outcome: The team at TourRadar grappled with inconsistent data governance and delayed time to insights while relying on Google Analytics. By transitioning to Amplitude, they managed to centralize their data and empower teams with self-service analytics, resulting in a 2.7% boost in booking conversion rates and a 25% reduction in customer support inquiries.

Stepping away from Google Analytics

TourRadar is the world’s largest platform for booking multi-day organized adventures, featuring over 50,000 trips from 2,500 operators in more than 160 countries. As a data-driven company, our success hinges on optimizing the customer journey at every touchpoint. However, as the company expanded, so did our data challenges. The dependence on Google Analytics (GA) for essential metrics like conversion rates revealed significant growing pains.

Teams were using inconsistent formulas to measure conversions—some including sessions with interactions, others without—resulting in struggles to establish a reliable source of truth. Conflicting interpretations of the same metrics led to disjointed data governance, complicating the task of building a consistent narrative across departments. This inconsistency ultimately impacted decision-making during a critical phase for the business.

Adding to the complexity was the slow time to insights. Despite using BigQuery and Looker to visualize data, loading and interpreting these dashboards took longer than anticipated. The lag in uncovering data insights delayed our ability to act on findings quickly and enhance customer experiences in real time.

A more adaptive solution with Amplitude

Recognizing the limitations of Google Analytics, we turned to Amplitude to address data governance and time-to-insight challenges. The platform’s self-service analytics capabilities allowed teams across the organization to generate their own reports and insights without waiting for the analytics team to build custom dashboards.

This empowered various departments to take ownership of their performance metrics, significantly accelerating the decision-making process. The result was faster insights and more effective optimization of key customer touchpoints.

One of the most crucial benefits of Amplitude was the ability to unify the company’s entire data governance framework. By centralizing all metrics and dimensions on one platform, Amplitude provided a single source of truth for conversion rates, ensuring all teams were aligned on what success looked like.

Another significant advantage was the integration of Session Replay. Offering a more robust alternative to Hotjar, Session Replay allowed TourRadar to gain deeper insights into user behavior while streamlining its tech stack and improving overall data integration. This simplification reduced dependencies on multiple tools, ensuring that TourRadar’s analytics were faster and more accurate.

Enhancing booking conversions by 2.7%

With data governance in place, we could focus on experimentation. One of the first experiments we conducted using Amplitude involved the visibility of call-to-action (CTA) buttons on product pages. The analytics team identified an issue where long product titles pushed the CTA below the fold, leading to a significant drop in conversions.

To test the impact, the team hypothesized that moving the CTA above the fold would encourage more visitors to interact with it. This theory led to redesigning the above-the-fold section, ensuring that the CTA stayed visible on all screen sizes. The result? A 2.7% increase in booking conversion rates.

The improved visibility of the CTA allowed more customers to explore the availability section of each product page, leading to more users proceeding to the checkout page and ultimately completing their bookings. This small but strategic change highlighted the power of data-driven experimentation.

Amplitude didn’t just help increase conversions; it also reduced customer support inquiries. Before the experiment, about 35% of pre-booking customer inquiries were related to accommodation details. Customers wanted to know where they would stay on their trips—hotels, hostels, or other lodging types—and this lack of clarity led to frustration and booking delays.

In response, we collaborated closely with over 2,500 tour operators to upload comprehensive accommodation information, including photos and detailed descriptions. This implementation took around three months but resulted in a 25% reduction in customer support inquiries. Not only did this improve the customer experience, but it also freed up the support team to focus on more complex queries and higher-value interactions.

Also, by focusing on the entire user experience rather than isolated campaigns, TourRadar ensures that every customer interaction is as personalized and relevant as possible. This shift in approach has helped the company maintain high efficiency in its marketing efforts, even with a more limited budget.

Seamless adoption with Amplitude

Switching to a new analytics platform can often be daunting, but the transition to Amplitude was seamless for us. Amplitude’s certification programs provided employees with hands-on training, ensuring that teams could use the platform to its full potential. These programs focused on data governance, experimentation, and analytics, helping the company leverage Amplitude’s robust features from day one.

Amplitude’s Ask Amplitude feature, powered by generative AI, proved especially useful during onboarding. This feature enabled team members to ask complex questions and receive quick, accurate answers, reducing the learning curve. Additionally, having Paul Baier as our dedicated account manager helped us resolve any potential issues quickly—an advantage the company hadn’t experienced with Google Analytics.

Looking forward: Enhancing marketing analytics

As we look to the future, one of our key priorities is enhancing our marketing analytics capabilities. Amplitude will play a significant role in this next phase of growth, particularly in the area of incrementality testing. By combining experimentation with advanced marketing analytics, the company plans to scale its efforts and drive even more impactful results.