Sarova Hotels use banner split-testing to optimise their Christmas campaigns for maximum click through rates
Founded in 1980, Sarova Hotels is an independently owned hotel group with four individually styled hotels in London and the South of England; namely The Bull, The Abbey, The Rembrandt and The Sir Christopher Wren Hotel – as well as a health and fitness club in Knightsbridge, London.
Objectives
As Christmas is a critical time for hotels to maximize bookings, Sarova Hotels took the opportunity to split-test their Rocketseed email signature banners to gauge the response and ensure maximum click through rates on their banners throughout the run up to Christmas. Three different messages were tested to see how each banner would perform.
Results
7.6% CTR on the service message ‘we can ensure that your Festive Celebrations are flawless’. The results of the split-testing showed that what Sarova contacts responded to best was the service related message, reinforcing Sarova’s ability to provide ‘flawless’ Christmas Celebrations, rather than the early-bird call for bookings. This insight allowed Sarova Hotels to optimise assignments for increased clicks on the better performing banners in the next few months of the campaign. Sarova Hotels were also able to use the campaign data to drive sales.
“The testing process has been a valuable exercise for Sarova Hotels and has helped gain an insight into which messages are working for our customers. As the Christmas period is an important time for us, it’s been great to use Rocketseed to help optimize the campaign and drive early Christmas bookings.”
