Webtrends Serves as an Invaluable Tool for Developing and Optimizing Virgin Atlantic’s Web Site

Since it was founded twenty-two years ago, Virgin Atlantic Airways has become Britain's second largest airline serving the world's major cities. Initially seen as the small newcomer taking on the establishment, its reputation for quality and innovative product development meant that by 2006 Virgin Atlantic's total cumulative passenger numbers were 50 million and by 2006 its turnover was an impressive £1.9 billion.

However, airlines work in a highly competitive industry where potential customers have an ever-growing variety of opportunities to find the best deals online. As a result, Virgin Atlantic needed to ensure that its web site was performing at the optimum level and, as one of its first steps to achieving this goal, invested in a web analytics solution.

Webtrends helped Virgin Atlantic enhance their marketing analytics from initial software implementation to continual optimization of online marketing results, providing:

• Increased visibility into marketing performance via desktop alerts
• Enhanced evaluation of page real estate and the ability to identify the impact of onsite promotions using Webtrends SmartView
• More efficient conversion processes for a better customer experience with insight from Webtrends 5-Point Scenario Analysis