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How Bookmyshow Increased Their Click Through Rate by 55% Using Google Analytics 360 With Tatvic

BookMyShow is India's largest online entertainment ticketing brand. They wanted to increase their click-through rate (CTR) on the mobile website. Using Google Analytics 360 and working with Tatvic, they created custom funnels to understand where users were dropping off. Tatvic recommended changing the "Book Now" button to a sticky format. This resulted in a 55% increase in CTR and a 6% increase in conversions on the product detail page.

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Shyam Bhadja
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108 views2 pages

How Bookmyshow Increased Their Click Through Rate by 55% Using Google Analytics 360 With Tatvic

BookMyShow is India's largest online entertainment ticketing brand. They wanted to increase their click-through rate (CTR) on the mobile website. Using Google Analytics 360 and working with Tatvic, they created custom funnels to understand where users were dropping off. Tatvic recommended changing the "Book Now" button to a sticky format. This resulted in a 55% increase in CTR and a 6% increase in conversions on the product detail page.

Uploaded by

Shyam Bhadja
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Google Analytics 360

CASE STUDY BY TATVIC

How BookMyShow Increased their Click


Through Rate by 55% using Google
Analytics 360 with Tatvic
About BookMyShow
• BookMyShow is India’s largest online Overview
entertainment ticketing brand.
Founded in Mumbai (India) in 1999 and launched in 2007, BookMyShow has
• BookMyShow allows its users to book tickets
been one of the early pioneers in mobile commerce and is the leader in the
for movies, plays, sports and live events through
online entertainment
its website, mobile app and mobile site.
• BookMyShow sells over 10 million tickets a month
ticketing space in India with 50 million+ app downloads. Over the years, the
company has expanded its presence across 650 towns and cities in India, selling
• URL: https://in.bookmyshow.com/
over 10 million tickets per month across multiple categories such as movies,
sports, and events.

Challenge/Problem Statement

To improve the click through rate on the mobile website was the central focus- to
Goals ensure the users move further to book & complete the transactions. Their key
• Find a granular yet simple way to help customers performance indicator for measuring success was the number of transactions.
move to the next stage in the booking process on
mobile site Approach to the Solution
• To increase the CTR on their Mobile site
BookMyShow has been a Google Analytics 360 user since 2016. With Tatvic, they
• Create better user experience
ensured accurate collection of required data, with comprehensive tracking
implementation, to understand user behavior more efficiently. Tatvic’s team also
recommended implementation of custom funnel, that would successfully depict
the stage during a booking process at which the users are majorly dropping off.
Approach The learnings from custom funnel analysis enabled us to understand the page
• Utilize Custom Funnel report to generate level user behavior. Using this information, we were able to optimize the product
actionable insights detail page for a better click through rate.
• Understand the user-behavior on the product Tatvic’s team suggested replacement of the Call-To-Action button “Book Now”
detail page to reduce drop offs from it’s then existing position at the bottom to a sticky format- which means
• Employed Tatvic’s suggestion to achieve this that even if user scrolls down, the Call-To-Action button for “Book Now” stays
available on the screen.

Owing to the team’s expertise in Google Analytics and data


interpretation, BookMyShow was able to put to use the funnel
analysis from Google Analytics 360 that determined the drop off
rate of the mobile website users. In our business, it is very
important for us to gather accurate data and convert that into
actionable insights so as to optimize the conversion rate on mobile site
and it was successfully achieved by enhancing the user journey
and experience. This resulted into a 55% increase in CTR.

Marzdi Kalianiwala, Vice President – Business Intelligence and


Marketing, BookMyShow
Google Analytics 360
CASE STUDY BY TATVIC

Results
Results With Google Analytics 360, BookMyShow was able to create custom funnels in
• 55% increase in CTR the customization reports. Based on the custom funnel analysis, BookMyShow
• 6% increase in Conversion Rate with Tatvic’s team, could identify the majority of drop-off rate on their mobile
site & derived valuable insights on mitigating the same. On Tatvic’s
recommendation, BookMyShow changed the format of static Call-To-Action
button to a sticky format on their product detail page, which also reduced the

About Tatvic user’s efforts in terms of completing the transaction. This small change
facilitated an increase in clicks as follows:

Tatvic is a Google Analytics 360 certified


Click through rate on the product detail page: 55%
authorized reseller & cosnultant. Tatvic has had
Increase in conversion rate: Increased by 6%
the privilege to lead the strategy and
implementation of Data Analytics, Conversion
Rate Optimization & Mobile App Analytics for
some of the best companies in the world. For
more information, visit https://www.tatvic.com

About Google Analytics 360


Google Analytics Premium is the enterprise-class analytics solution that gives
companies rich insights into their digital audiences and marketing
effectiveness. With features that are powerful, flexible, and easy-to-use, large
organizations can measure engagement to create more effective marketing
initiatives, improve user experience, and optimize their digital strategies.
Sophisticated conversion attribution and experimentation tools help savvy
marketers determine the best allocation of media and resources to drive
results. For more information, visit google.com/analytics

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