About CLICKnCRUISE

CLICKnCRUISE is a leading online platform offering a wide range of cruise packages and travel experiences worldwide. The company understands that many customers may be new to cruises, so they focus on making the experience accessible and appealing through tailored content, turning curious browsers into confident travelers.

The brand relies on pay-per-click (PPC) advertising through channels like Google, Facebook, and TikTok to drive significant traffic. While attracting new visitors is crucial, the company places equal importance on retaining customers and converting them into repeat buyers. Features like price alerts and the ability to save favorite cruises enhance the user experience, helping to gather insights into customer preferences, and ultimately leading to improved retention and higher conversion rates.

The challenge

CLICKnCRUISE aims to achieve two main goals.

They need an advanced product analytics tool that provides deep customer insights on revenue attribution without incurring significant cost increases as website traffic and booking inquiries grow.

Increasing website traffic and conversion rates‍

The goal is to attract a larger audience and convert visitors into paying customers, boosting revenue and business growth. Achieving this requires a deep understanding of how users interact with the site and identifying touchpoints that drive revenue.

Empowering data ownership

CLICKnCRUISE prioritizes managing its data, using Jitsu to collect and store it in its database and data warehouse. They seek a solution that allows them to maintain control over their data while also providing the flexibility to visualize it as needed. While they can still write SQL queries for detailed analysis with Mitzu.io, they also need a tool to quickly generate dashboards and offer insights without sacrificing data ownership.

Cost-effective product analytics

Given the high volume of visits and booking inquiries, traditional analytics tools proved too costly. CLICKnCRUISE requires a scalable, cost-effective solution that offers deep customer insights and empowers them to manage and analyze their growing data independently.

Growing the business with Mitzu

CLICKnCRUISE’s growth strategy drives new traffic through PPC advertising, enhancing user retention and conversions. All by educating customers and offering personalized features like price alerts and saved favorites.

Using Mitzu.io’s warehouse-native analytics, the team can track user interactions, such as saved cruise itineraries, without requiring user accounts. They can also monitor key metrics like active users, bookings, funnel conversions, traffic sources, or tracking newsletter performance. 

Browsing without registration

One of the key challenges was tracking these conversions without requiring users to create accounts, as the company is very conscious of data protection and cost efficiency. This minimalist, privacy-conscious approach was possible thanks to Mitzu.io’s ability to provide detailed insights while minimizing data collection.

Mitzu.io also supports ad hoc experimentation; for instance, a dedicated dashboard is created to measure user interaction when a new feature like an "adults-only cruises" button is introduced. 

Navigating Seasonal Traffic

Seasonality is crucial for CLICKnCRUISE, with January’s Blue Monday seeing a significant spike in traffic due to higher post-holiday budgets and increased vacation planning. Thanks to Mitzu.io's scalable analytics and unlimited event tracking, CLICKnCRUISE seamlessly navigated this influx. They captured and analyzed every user interaction during peak periods without worrying about additional costs or system limitations. This real-time insight allowed them to adjust marketing strategies effectively, targeting potential customers at the most opportune moments.

Revenue-centric metrics

CLICKnCRUISE defines success through revenue-focused metrics such as commission generated, and customer acquisition costs relative to lifetime value (LTV/CAC), the number of bookings, and average booking value. Given the commission-based nature of their business, managing cash flow is critical.

Mitzu.io’s analytics solution enabled CLICKnCRUISE to monitor these metrics closely, providing the necessary insights to balance growth with financial sustainability. By integrating their data warehouse with Mitzu.io, they could visualize and analyze data in real-time, leading to more informed decisions without involving an entire data team.

Revenue attribution with Mitzu.io

One of the most significant benefits of Mitzu.io for CLICKnCRUISE was the ability to improve revenue attribution across marketing channels. Initially relying on a blended approach, they lacked the granularity to understand the specific contributions of different channels or campaigns.

Mitzu.io allowed CLICKnCRUISE to break down revenue by channel and campaign by integrating with Stripe, providing a clearer picture of what drove conversions. This detailed attribution model enabled better decision-making by highlighting the most effective marketing efforts.

Mitzu.io’s seamless CRM integration enhanced their analytics capabilities, allowing ClicknCruise.hu to merge online data with offline booking information. This comprehensive view of customer behavior improved their referral programs and overall funnel performance.

Final remarks

ClicknCruise.hu has successfully navigated the challenges of the travel industry by focusing on customer retention, revenue attribution, and cost-effective analytics. By leveraging Mitzu.io and maintaining a user-centric approach, they are well-positioned for continued growth.

The company's commitment to minimal data collection while maximizing customer engagement showcases its innovative approach to digital marketing. As they refine their attribution models and expand their regional presence, ClicknCruise.hu is set to further solidify its position as a leading player in the online travel industry.

Mitzu.io has become an indispensable tool for ClicknCruise.hu, particularly for their technical co-founder, Ákos. The platform’s real-time dashboards and visualizations have been crucial for monitoring key metrics such as active users, bookings, funnel conversions, and traffic sources. Mitzu.io’s flexibility and ease of use have minimized the risk of human error, ensuring consistent and accurate reporting.

However, Ákos sees potential for further improvement. He envisions additional features such as forecasting capabilities and more detailed revenue funnels that could track users from acquisition to conversion. Such enhancements would allow ClicknCruise.hu to report on past performance, project future trends, and optimize strategies accordingly.

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