Path to Purchase: A TripAdvisor Case Study
The customer journey is complex. As consumers move from the initial stages of research to eventual purchase, there are multiple touch points along the way where brands can influence the decision-making process and ultimately impact conversion.
This case study from TripAdvisor, the world’s largest travel site, is a prime example of how proper measurement of the customer journey can help brands better understand, quantify and ultimately impact the path to purchase through more effective and efficient online advertising.
Leveraging Comscore Path to Purchase and Comscore Action Lift™, TripAdvisor gained actionable consumer insights including:
- 50% of travel researchers who went on to make a travel purchase visited TripAdvisor at some point during their online journey.
- 84% of buyers who visit TripAdvisor take longer than four weeks to complete their purchase underscoring that reliance on cookie-based measurement can be misleading in understanding the true impact of online advertising.
- Consumers exposed to a leading travel brand’s display campaign on TripAdvisor.com were 29% more likely to visit the advertiser’s site, 500% more likely to perform branded searches and 28% more likely to convert on the brand’s website versus non-exposed users.
Download this case study to learn more about how TripAdvisor was able to better understand, quantify and impact the customer journey.