New Wotif boss Scott Blume counts on higher web traffic to drive growth
Outlining the results of his strategy rethink yesterday, new Wotif (WTF, $4.73) chief executive Scott Blume instead offered a measured package based on monetising website traffic, “refreshing” marketing and “expediting internal development of new …
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Popular Questions
Why does new Wotif boss Scott Blume count on higher web traffic to drive growth?
Scott Blume is looking to increase the number of people visiting Wotif’s website as part of the company’s growth strategy. More web traffic can create additional opportunities for users to search, compare and book travel products. The approach makes attracting and converting online visitors a central priority for Wotif under its new leadership.
How could higher web traffic support Scott Blume’s growth plans for Wotif?
Higher web traffic could give Wotif access to a larger pool of potential customers. If the site turns those visits into searches and bookings, increased traffic may contribute directly to revenue growth. Wotif would need to combine visitor acquisition with a convenient website experience and competitive travel offerings.
What should Wotif measure as Scott Blume pursues growth through higher web traffic?
Wotif should track more than total visits when assessing whether higher web traffic is working. Useful measures include booking conversions, customer acquisition costs, repeat visits and revenue generated per visitor. Comparing these results over time would show whether additional traffic is producing sustainable growth rather than only increasing page views.