Context

Flight Claim is a service who helps travellers with their travel claims. Whenever a traveller experiences a delay or cancellation in their travel schedule, Flight Claim can help them by contacting the airline and claiming the compensation they deserve.

Challenge

Flight Claim really wants to service their clients and always want to be available when needed. To service their clients even better and to increase their visibility, Flight Claim asked BAMMBOO to improve their overall appearance, visibility and targetting. To reach this goal several aspects of Flight Claim needed to be optimized, one important building block was Google Ads optimization.

Approach
In a period of 6 months and 3 sprints, several building blocks of Flight Claim where optimized. Starting with the first sprint. Starting this first sprint with a Growth Model Template session. In this session the Proposition, Persona, Goals, Learnings, Channel Fit and Metrics where discussed. This was now the starting point for the whole trajectory. Besides the GMT session, a Growth Audit was done. Looking at several technical aspects of Flight Claim, such as SEO, UX, Link Building, but also SEA, Social and the Customer Journey.These first sessions helpt giving direction and made clear where to optimize.
During sprint 1 the focus was on getting the basis in order, such as tracking, cookie consent, goal settings etc. Later on the focus in this sprint was on improving the layout and UX of the website, improving SEO and optimizing and learning from Google Ads.

During sprint 2 the main focus was learning even more from Google Ads and implementing the learning from sprint 1. In this sprint we also experimented with Dynamic adverting, which was really interesting.

During sprint 3 the main focus was optimizing the website even more, creating more relevant content, building SEO and optimizing and learning even more from Google Ads. In this sprint we experimented with Dynamic Remarketing and also with airline specific landing pages.

Results

The 3 sprint with Flight Claim resulted in having a greatly set-up basis, good tracking and basis hygiene. We also gave insight on what the Value Proposition of Flight Claim is and who their true customer is. Besides that, all relevant aspects of Flight Claim where revised and optimized, we designed wireframes and gave advice about improving the overall UX and Content, we gave advise and hands-on support on how to improve the overall SEO, this all to really build a strong brand position. Further, we gave Flight Claim advise on how to further improve the brand and how to follow-up the executed sprints.

Looking at the data, we learned that younger people (18-34) are a really interesting target group for Flight Claim. We also learned that several keywords where most effective and resulted in the highest conversion rates. Besides that, we learned that Dynamic Remarketing is a really good way of targeting the target audience.

#google-ads
#ux
#remarketing
#display

Product Validation

20%

Training and workshops

10%

Hands-on activities Growth Architects

70%
6
Months
8.9
Rating of the program
1
Optimized website
300
Conversions
174
Claims Accepted

"Ben echt super tevreden over Dionee. Ze is echt een rockstar!!! Gemiddelde benchmark in legal CTR 1.3 is en zij tikt gewoon de 5 aan. En ze weet precies hoe ze mij aan het werk moet zetten. Dus dat is ook goed.”

Douwe WesterHead of Venture Collaboration & Growth - Legal Tech Studio at ARAG Rechtsbijstand