SYDNEY — Budget airline carrier Impulse has launched a new Web site in a renewed push
to make its online presence its primary sales tool.
The new site and URL, impulse.com.au (from impulseairlines.com.au) will form
the basis of Impulse’s quest for market share. The site already conducts an
average of 65 per cent of daily ticket sales online with its Open Skies
reservation system. Marketing manager Adrien Baker wanted the new site to
maintain its booking engine as its angle to reach customers in Australia9s
highly competitive air travel market.
“The Internet has been the oxygen that has allowed Impulse to breathe real
competitive life into domestic and regional aviation in Australia,” Baker
The new site, which was developed in conjunction with Web designers at f2,
will include new content in a bid to more explicitly target specific areas
of the air travel market, such as the small business and corporate
As well as providing the developers to build the site, f2 has been a large
source of Impulse’s traffic before the site overhaul, contributing around 20
per cent of traffic from Impulse’s advertising across the f2 network,
according to Baker.
F2’s developers have operated with the mandate of reducing the site’s
stickiness as much as possible, and to purely be a vehicle through which
customers can quickly buy tickets. As a result, the home page has been
reduced to 29k in a bid to load in an optimum of eight seconds.
“The new structure of the site also enables Impulse to deliver offers
targeted to different customer groups and better manage its yields in the
process,” said Baker.