Case Study

Skyscanner’s Mobile-First Transformation

  • 12X MORE
    Loyal Users
  • 10X BETTER
    Loyalty Rate
  • 2.5X HIGHER
    Mobile Engagement
  • APP LOYALTY
    Higher Than Web

BACKGROUND

Since launching in 2003, Skyscanner has helped simplify the travel booking experience while saving billions of users’ time and money. From flights, to hotels and car rentals, Skyscanner’s award winning solutions across desktop and mobile connect users with the cheapest travel options on the web, providing compelling savings for the modern traveler.

CHALLENGE

In July 2016, Skyscanner’s app underwent the ultimate refresh as it combined all three of its products; flights, hotels and car rental, into one. Along with a new unified search came a modern new look as well as new features, such as the ‘Explore’ feature that allows users to see top deals from their chosen airport. This all-new app was further adapted for nine distinct regions, and tweaked to deliver the optimal user experience across each mobile OS.

After the launch of their new app, Skyscanner’s growth team aimed to increase their user base through paid and unpaid channels all while optimizing to improved mobile retention, engagement and customer lifetime value (CLV).

ACTIVATION

Skyscanner’s growth team moved their mobile attribution and marketing analytics to AppsFlyer. By accurately attributing each install and anonymous user to the right paid, owned and earned media source, the teams quickly and effectively optimized each channel to deliver the most engaged users. Using AppsFlyer’s deep partner integrations, Skyscanner was able to test a variety of new media partners and targeting criteria all while measuring and optimizing their performance in real-time. Additionally, unlike their previous attribution providers, AppsFlyer made it easy for the team to sync their installs and engagement with their paid media partners using pre-configured postbacks, improving the team’s speed and efficiency.

The team further utilized both their in-app engagement data, and raw data reporting to improve their app performance on a regional level. For example, the Skyscanner team compared anonymous user behavior and retention across regions, device manufacturers and OS versions to identify opportunities for product improvement, as well as improve their paid media targeting and re-engagement.

IMPACT

The shift from desktop to mobile and from mobile web to mobile app represented a paradigm shift that challenged many legacy businesses. Having taken a mobile-first approach for many  years, Skyscanner’s focus on data-centric growth and strong user-experience improvements has made their most recent mobile app relaunch a remarkable success. Six months after the relaunch, Skyscanner is enjoying 12x more loyal users, a 10x better loyalty rate, 2.5x higher overall mobile app engagement and higher mobile app loyalty than their legacy properties.

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AppsFlyer’s intuitive dashboards, real-time data and full-featured raw data reports are head and shoulders above the pack. Behind all of these amazing features though is an extremely talented customer support team ready to help us with every question and challenge we have encountered.
Judith Byers
Senior Growth Manager, Skyscanner