$7.5m AUD revenue in just 4 months

$7.5m AUD revenue in just 4 months

Partnership & Cathay Pacific’s Program Goals

To offer best in class customer experience

To improve ROI, yield, conversion rate, content relevancy, revenue with reduced time/cost

To achieve website personalisation and campaign optimisation with scale and efficiency

Cathay Pacific Web Site

Experiment #1

Hotel cross sell


  • Cross-sell ancillary hotel offerings (with segmented special offers)
  • Improve website homepage relevancy
  • Increase click-through rate of primary banner


  • 870.73% (to date) improvement in hero banner clicks at 99% statistical significance
  • Hero banner CTR increased from 1.92% to 18.68%
  • Increased hotel bookings significantly
Cathay Pacific Web Site

Experiment #2

Premium upgrade


  • Encourage business class travellers and premium economy travellers to upgrade to the next class
  • Increase the conversion of one level higher cabin class ticket in next trip


  • 77.02% improvement in CTR (Business Class/J Class), 74.75% improvement in CTR (Premium Economy/PEY class) +$198,633.50 AUD in annual incremental revenue
Cathay Pacific Web SiteCathay Pacific Web Site

Experiment #3

Last Search


  • Encourage users who abandon the flight purchase flow (search, but do not complete) to book/complete purchase


  • +$7,608,469.10 AUD in annual incremental revenue
  • 529.35% increase in CTR (3.33% -> 20.93%) at 99% statistical significance
  • Deployed globally for internationalised website, including websites for Hong Kong, Australia, China, Bahrain, Italy, Japan, Korea, Malaysia and others

"Incredible results, amazing tech expertise"


We are very, very happy with our collaboration with Web Marketing ROI, and greatly appreciate their partnership. They have demonstrated outstanding technical expertise and support in Optimizely and are a valued extension of the Cathay Pacific Optimisation & Personalisation team.

Eva Ng

Digital Customer Experience Manager at Cathay Pacific Airways

We’re a partner for the long run

Our value goes beyond the scope of projects. We operate as advisors providing strategic support before, during, and after project work.

Want to start a project?