Ecommerce Funnel Enhancements

Customer Experience Journey Performance


Booking Conversion Rate: +1.2% points

Average Cost per Booking:-44%

Batuta.com offers travelers the best accommodation selection for each occasion.

Situation - Batuta.com was launched in 2012 as a regional Arabic online travel guide (11Mn Arab visitors from over 45 countries in 2016). In 2016, it was agreed to pivot the platform into a commission-based accommodation booking platform. However, this appeared to be costly strategy yielding little revenues.

Solution - To transform batuta.com from a regional online travel guide (11Mn Arab visitors in 2016) into a fully-fledged accommodation booking platform.

eMs Contribution - By means of CEO interim management services, provided hands-on leadership related to a wide variety of strategic, tactical and operational marketing services, beginning with concept and strategy development.

eMs delivered a KSA-based generic growth strategy. Subsequently, conducted a consumer research and competition benchmark revealing new insights potential unserved consumer needs. Piloted the articulated proposition and developed a 5Y business investment plan.

Based on the newly developed strategic direction, the user experience was enhanced. In addition eMs developed to operational content articulation and SEM campaign management in line with agreed key performance indicators.