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GMC

Capitalizing on the un-branded opportunity to intercept undecided shoppers at search engines to drive consideration.

The Challenge

Our team recognized that users tend to search for destination-to-destination flights for example, ‘Mumbai to Delhi flights,’ without indicating date ranges. The Cleartrip homepage, although brilliantly designed, needed additional configuration to show the user the best price for their query within one click of the ad unit, instead of prompting the user to fill in the date range in a second query. Having to enter search details twice was a conversion hurdle that led to substantial drops.

The Results

Increase in Quality Scores

18%

Increase in Conversion Rates

20%

We knew we were onto something huge, given the encouraging response that ensued following our innovation.

Decrease in Cost per Segment

15%

The Strategy

​1

iProspect analyzed search and other data for patterns in consumer behavior and identified the best content whitespace opportunities. Based on a variety of data, the team identified three topic categories at the intersection of the most popular queries, least competitive topics, and existing content gaps: towing and trailering, fuel efficiency, and vehicle performance.

​2

While GMC’s creative agency developed thirteen “core” content pages for the three categories, iProspect and partner Skyword created ninety supporting lifestyle articles. Skyword’s content platform enabled the team to assess the content against preset goals, and to coordinate the extensive and formal multi-party review process.

​3 iProspect recommended developing multiple content "hubs" around a set of un-branded lifestyle categories. Each hub would include several pages of "core" content specific to a particular category and a related collection of articles that provide a deeper dive on specific topics within that category.