Who we worked with
Insanely Cheap Flights (ICF) is a leader in cheap airline flights, car rentals, and vacation packages. They had a good share of the market, however, in the highly competitive travel industry it was becoming apparent they needed to focus on increasing customer lifetime value.
The challenge
Travel is a brutally seasonal, high-intent category. Paid search worked for new visitors but couldn't carry the business by itself. Before working with MassConvert, ICF was not re-engaging customers with email and was not using dedicated landing pages. Every click had to convert on its own or it was lost, and the audience was rented, not owned.
What we did
We rebuilt the paid search program around audience capture, then wired the lifecycle program to it so subscribers were nurtured into repeat customers. With custom landing pages drilled down to the keyword level and dynamic email capture, every visit had two ways to win.
- Conversion rate optimization across the entire paid funnel.
- Email marketing automation that turned deal seekers into engaged subscribers and repeat travelers.
- Landing page design and testing with keyword-level pages that matched the searcher's intent.
- Unified reporting so paid and email could be evaluated together, not as silos.
The results
The subscriber list grew by more than 500,000, monthly new ticket sales rose 12%, and customer lifetime value increased 86%. Return on ad spend improved as more revenue came from owned channels, and the cost to acquire a customer was no longer a per-trip calculation. Every new click added to a compounding asset.
In their words
"MassConvert helped us integrate our email and paid search programs, quickly growing our subscriber list to over half a million. Thanks to MassConvert we're able to get a higher ROI from our search marketing efforts and create lifelong customers."