Wyndham Vacation Rentals runs 9,000 North American rental properties from the mountains of Utah to the beaches of South Carolina. As you can imagine, that many guests and destinations creates some interesting challenges for Wyndham's online booking system.
They turned to Google Analytics Premium and Google Tag Manager for help, and we've just published a new case study showing the results. (Spoiler alert: property search CTRs are up by 30%.)
Wyndham did some very clever things with both tools. For instance, they used Google Tag Manager to implement Google Analytics Premium Custom Dimensions to capture user behavior around metrics like rental dates and length of stay. Then they used Google Analytics Premium to dig into the details and gather insights. That's how they learned that, while a "good view" is one of the top things customers included in searches, the scenic view attribute actually had a lower conversion rate than other features offered in their suites.
As a result, Wyndham redesigned its search results to put the properties with the most profitable mix of attributes on the first page. The Wyndham team also learned how far in advance people begin searching for various vacations, and have adjusted their campaigns and spending to match the peaks in demand.
With changes like these, Wyndham's customers are maintaining more interest through all stages of the funnel. Wyndham says its property search CTR has skyrocketed by more than 30%. Here's what Nadir Ali, their Director of eCommerce Analytics, has to say about this success:
“Google Analytics Premium is helping us connect the dots. As a data-driven organization, we strive to approach each business challenge objectively and back our assumptions with data. Google Analytics Premium gives us the flexibility to customize the data we collect in a manner that makes it easy to answer our business questions.”
We're always happy to see the creative ways partners use Google Analytics Premium and tools like Google Tag Manager. Congrats to Wyndham on some excellent (and ongoing) results.