DESTINATION EXPERTISE
Users can now clearly identify which destinations and routes the airport serves using the new and improved destination map which is now based on Google Maps. We have tied this into a range of expert destination guides covering all of the Aberdeen direct destinations. These guides allow AIA to communicate effectively with their passengers while also promoting their destination offering. Users now have access to everything from travel tips to the local weather in that country or city, allowing them to make a more informed choice on their holiday destination.
LIVE FLIGHT INFORMATION
We’ve completely redesigned the way the live flight information is displayed on the site. An innovative new pinning option allows users to “pin” one or more live flights to their browser, providing up to the minute status updates. Aberdeen were keen to ensure users had all of the information they needed at their fingertips so we introduced live flight updates by twitter. To achieve this we constructed a tweeting departure board for the airport, allowing users to be kept up to date with the status of their flight by DMing their flight number and receiving regular messages back. We also gave users the option to receive email updates on their flight status which incorporated an option for those customers signing up to opt-in to future marketing emails from the airport.
Because the new site is fully responsive, those users accessing the site via their smartphone can enjoy a streamlined, easy-to-use experience optimised for their device that allows users to keep up to date with their flight information on the move. The new site builds on the improvements made in 2014 which are already enjoyed by over 100,000 visitors each month, with over 1.2million people visiting the site in 2014 alone.
THE RESULTS
The new Aberdeen International Airport website offers a bold fresh look and an enhanced digital experience for its visitors. Although the new site has only been live for a short time, we are already seeing improvements in engagement. When compared to the same week last year:
>Page views are up by 11%
>Time spent on the website increased by 56%
>Bounce rate has decreased by 26%
“The new site really does meet the requirements set out in the brief and we feel this marks a real step-change in airport website technology. We are particularly pleased with the personalisation of content and ability to seamlessly enjoy this across a multitude of devices.” Jason Stewart – E-Commerce Manager, Aberdeen International Airport
