Who is the Client

A US-based company that operates a travel website and offers airline tickets, hotel rooms, rental cars, and vacation packages.

The Challenge

The client runs a huge travel discount website that has 10+ million unique visitors and 100 million+ pageviews per month. Despite such massive website traffic, the number of people signing up and creating a user account on the website were significantly less. The website was based on an old Angular.js framework that was affecting its performance. The client could not collect information about the visitors, and hence, was unable to target them with personalized offers. Also, the existing users were browsing the website mostly in guest mode and, thus, couldn’t be targeted with personalized offers to enhance engagement.

The client wanted to foster a relationship with the travelers so that they come back to their website organically. To achieve this, they wanted to assist travelers in booking the right deal by understanding their preferences. Hence, they wanted to optimize the process of account creation, sign in, password recovery, etc., making the processes as frictionless as possible.

The Solution

GSPANN’s team redesigned various website features and developed new features that enable creation of new user accounts based on their website activity and build relationships with them. We worked on the final architecture, development, and testing of these features to ensure flawless delivery. Website performance was optimized by upgrading the technology stack.

The implemented solution includes:

  • Banners: Designed two eye-catchy banners for: Mobile app download and members-only deals (to encourage the new users to sign-up).
  • Third-Party Sign-ups: Allows users to sign-up using Google credentials to simplify the account creation process.
  • Price Drop Alerts: Informs users about price drops on their previously saved searches.
  • Buy Insurance: Enables users to buy insurance, if they have not done that at the time of booking.
  • Live Chat: Significantly reduces query-resolution time by getting in touch with the customer operations team directly.
  • Enabled ‘Keep Me Signed In’: Keeps the user signed in for 6 months for the ease-of-use.
  • Newsletter Subscription: Notifies users about the latest offers and promotions.
  • CCPA Compliance: A page on which users can select whether they want to share their information with the third party or not.
  • Redesigned ‘Forget Password’ Page: The page had an unresponsive design that was based on old technology.

Business Impact

  • With Google one-tap button, the average monthly sign-ups were increased by 33 percent. Previously, users were creating multiple accounts on the website with different social media IDs that were recognized as different accounts and were targeted separately, leading to duplication of efforts. With Google one-tap button, this issue was resolved.
  • The opt-in/opt-out feature implemented for CCPA compliance helped in avoiding a fine of $7,500 per violation per user and protected the brand’s reputation from any damage.
  • After migrating to the React JS framework, the page load time for mobile and desktop sites was decreased by 48% and 30%, respectively. The bounce rate for the mobile site decreased by 13% and desktop site decreased by 16%. The migration also enabled the client to add new features and easily scale-up.
  • The newly-designed attractive banners helped in increasing the app downloads by 300%.

Technologies Used

Languages. React JS, Node JS, Angular JS, JavaScript, CSS3, HTML5, Oracle, Java, Cucumber
Karma. A tool to spawn a web server that executes source code against test code for all connected browsers
Jasmine and Protractor. JavaScript testing frameworks
Sinon JS. A popular JavaScript library that lets you replace complicated parts of your code to keep your unit tests fast and deterministic
Chai. A Behavior/Test-Driven Development assertion library for node and the browser that can be delightfully paired with any javascript testing framework
WebdriverIO (WDIO). A Javascript-based test automation framework built over nodeJs. It is an open-source project developed for the automation testing community
Gulp. An open-source JavaScript toolkit created by Eric Schoffstall used as a streaming build system in frontend web development
Grunt. A JavaScript task runner, a tool used to automatically perform frequent tasks, such as minification, compilation, unit testing, and linting
Webpack. An open-source JavaScript module bundler that is made primarily for JavaScript, but it can transform frontend assets such as HTML, CSS, and images

Related Capabilities

Optimize Business Operations by Eliminating Inefficiencies and Redundancies with High-Quality Apps

Develop advanced applications mapped to your strategic goals by utilizing modernize architectures, such as microservices, to seamlessly leverage cloud capabilities. We can help in migrating your applications to a modernized technology platform while keeping your costs in control.

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