The Industry Award Recognises the Hong Kong-based Airline's Customer-Centric Approach, Seamless Online Booking Portals, and Double-Digit Conversion Growth
Hong Kong, 24 Oct, 2019
Hong Kong-based airline HK Express is thrilled to be named ‘e-Commerce Business of the Year – Gold Award’ by Asia eCommerce Awards 2019. Presented by Marketing magazine, the awards ceremony took place yesterday, 23 October 2019, at The Mira hotel in Tsim Sha Tsui. The annual competition, which is judged by a panel of industry leaders, celebrates the most innovative, creative and successful e-commerce brands across Hong Kong, Macau and Chinese mainland.
As the Gold Award recipient of e-Commerce Business of the Year, HK Express has been recognised for its consumer-centric approach, successful optimisation strategies, and exceptional conversion rates. In the first two quarters of 2019, HK Express has seen record highs in conversion rates as well as double-digit year-on-year growth. Furthermore, direct bookings and ancillary purchases now account for 70% of the airline’s incremental revenue.
The airline’s e-Commerce success is rooted in its consumer-centric approach. Committed to providing a world-class online booking experience for its valued passengers, HK Express has carefully analysed its web and mobile platforms using a mix of A/B testing, performance optimisation studies, and in-depth usability research to collect feedback and address pain points.
Following a series of trials and studies this year, HK Express redesigned online key functions, enhanced calls to action, and simplified the flight booking processes – a combination that has dramatically increased baseline conversion rates. As a result, cumulative incremental revenue has grown significantly, skyrocketing from US$4 million to US$54.6 million between February and June of this year.
Further solidifying its position as one of the region’s leading e-Commerce brands, HK Express was named Greater China’s No. 1 “Mobile Master” in the travel sector by Google & Accenture in December 2018, a report that recognises crucial consumer touchpoints, such as the user experience, findability, conversation rates, design and load times.
“We are honoured to be named the ‘e-Commerce Business of the Year’ by the Asia eCommerce Awards 2019. The recognition means a lot to our team members, who work tirelessly to ensure our online booking experience is second-to-none,” said Mandy Ng, CEO of HK Express. “In the future, HK Express will continue to keep our customers at the heart of every decision, analyse their evolving needs, and identify new ways to improve the experience -- both online and offline.”
Visit the airline’s official website www.hkexpress.com or mobile app to explore the award-winning e-Commerce platforms.