• December 26, 2008

Low-fare European airline easyJet has tapped WebTrends, a Web analytics and online marketing company, to optimize 24 online properties in an effort to help customers easily find and book flights, rental cars and hotel rooms.

The company hopes to collect the necessary data that helps them design Web features and marketing campaigns that appeal to potential and existing customers.

Data from WebTrends provides insight into consumers' preferences. For example, car rentals increased 38% while decisions decreased significantly after redesigning some Web pages, according to the companies. The airline also discovered that consumers visit the site more often during lunchtime, but most purchases occur in the evenings, providing the company with insight into how its customers shop.--Laurie Sullivan