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The creation of a mobile site

In an interview with Peter Duffy, the easyJet Marketing 

Director, the potential of mobile marketing was empha‑

sised (Marketer, 2013):

‘Mobile was clearly a huge growth area. In some 

Mediterranean countries mobile is often leapfrog-

ging broadband as a way to get online. So we set 

about making a mobile website where you could do 

all the things you can do on easyJet.com: buy from a 

website, cancel a flight, shift a flight, and do all those 

things in six languages. We have seen tremendous 

demand for it. The app has been downloaded 4.3m 

times. Today 5 per cent of revenue comes through 

mobile – that’s not insignificant for a £4bn company.’

Peter Duffy has also introduced a conversion rate opti‑

misation programme. He says:

‘When I arrived, my first observation was that we had 

400 million people going to the website; 90 per cent 

of sales come through it. If we could improve conver-

sion by just a small amount it was probably the most 

effective thing we could do commercially.

At any point in time a dozen to 20 tests can be run-

ning based on a series of ideas for how the company 

can do things better, inspired either by watching our 

customers or looking at where customers are drop-

ping out of the process, or where there is a new fea-

ture like allocated seating.’