New OTT website sees 65% increase in agent engagement
* Gamification key to growth
OTT re-launched its website in November 2012 focussing on improving the user experience to encourage greater user engagement.
One of the most important new elements was the launch of ‘OTT Achievements’ where members are encouraged to ‘earn’ virtual badges by undertaking particular training activity. Examples include the ‘OTT Newbie’ badge (for passing 1 course), ‘OTT Guru’ (for passing 100 courses) & ‘Eur-reka!”” badge for completing 5 European training courses. The sort of feature may be which is called ‘Gamification’.
Five months on, OTT has reviewed the effect of the brand new features including OTT Achievements and may report that the hot website has led to a normal increase of 65% in user engagement with some clients benefitting from an uplift of over 300%.
The 65% figure was reached by comparing what number course passes each client received before and after the OTT re-launch (excluding months where proactive eMarketing had taken place) i.e. what percentage courses did people complete without being promoted to via eMarketing. Detailed results available.
OTT plan to roll out further achievement badges in 2013.
OTT are hosting a unique seminar on Gamification in travel at Arabian Travel Market in Dubai in May.
Bruce Martin, Operations Director of OTT said ““We’re really happy with the consequences because it shows that good design and innovation can deliver a major uplift in online activity. OTT were very keen to include Gamification into our agent learning experience via achievement badges to encourage activity without the desire for proactive marketing”“.
Texas Tourism launched 6 courses at the new OTT site. Agents completing these 6 courses unlocked a ‘special edition’ Texpert badge. All Texpert badge holders were invited to wait a unique event in London on 20th April where one ‘Texpert’ badge holder will win a VIP trip to Texas.
Diana Stevie, the Senior PR Manager, Office of the Governor, Texas Tourism said: ““We couldn’t be more happy with the Gamification aspect of our OTT modules. We were attempting to find a viable approach to encourage agents to profit all of the six Texas courses, and believe that gamefying this system as OTT recommended is likely one of the key reasons we’ve seen such success. In line with past performance indicators and records provided by OTT, we’ve got greater than simple instinctual belief that this was a successful venture – we’ve got hard numbers that back up the price of such gamifications and shall we, as i discussed, not be more proud of our results thus far.”“
Gary Bates, Sales Development Manager. Flexibletrips said ‘‘Since the brand new version of the OTT website was launched, we’ve seen a certain increase in module passes versus a similar period within the previous year”“
Natalie McLean, Operations Director for cheap Car Hire, said: ““Since the launch of the recent OTT website and achievement badges we’ve seen a marked uplift within the variety of course passes. The brand new website features make it far easier for users to access information and what’s particularly encouraging is that the enhanced success rate have been achieved with none additional marketing activity. For us the recent, advanced features mean OTT is much more powerful, enabling agents to coach online and gain the boldness and talents they have to sell car hire to customers.”“
Travel Agent Feedback The response from travel agent training members have been very positive:
““The badges come up with a feeling of accomplishment, I’m pleased with my OTT Guru status!”” Elaine Hennessey, Mid Counties Co-op
““The new site is visually appealing and the achievement badges encourage you to be told.”” Kathy Hudspith, KH Premium Travel
““The new site is informative and straightforward to navigate and the badges provide help to track what you’ve learnt.”” Amy Atkinson, Thornton’s Travel Service
www.ott.travel