Success Story

How airBaltic achieved a 5.8% increase in CVR with Insider’s AI-powered user segmentation

A/B Testing


Increase in CVR








A/B Testing

With just one platform, we have everything we need in terms of acquiring, activating, and retaining our users while also driving revenue. It was a wise choice to start optimizing user experiences as per their ever-changing needs, and Insider helped us a great deal in achieving that. We can experiment with our ideas to see what works for us and that makes a huge impact on our business KPIs. I’m certain that this is just the beginning of building a best-in-class user experience. There is no stopping us, as the team at Insider keeps inspiring us to think ‘What’s next?’.

Head of Digital Marketing and Loyalty

Executive summary

airBaltic was looking to build contextually relevant customer experiences across its digital channels, with a particular focus on its website. With fierce competition in the airline industry, it needed to deliver unique customer experiences that would ensure the digital team hit its core KPIs and drive revenue for the business.

Insider’s advanced platform and features served as the perfect partner. AirBaltic was eager to use Insider’s AI-powered user segmentation, which would power the continuous evolution of customer experiences in a sustainable, agile, and scalable way.

By creating personalized options for different audience segments, airBaltic was able to test and experiment with home page variations, allowing them to deliver seamless, unique experiences for users at each life cycle stage. This successfully boosted conversion rates by 5.8%.

About airBaltic

airBaltic is a regional airline serving 60 destinations from its home base in Riga, Latvia, since 1995. With over 1,500 employees, the airline offers convenient connections via Riga to its network spanning Europe, Scandinavia, Russia, CIS, and the Middle East. airBaltic was the first airline in the world to introduce the brand new Airbus A220-300 aircraft.

Taking the best practices both from traditional network airlines and ultra-low-cost carriers, airBaltic offers passengers economy as well as full business class services. Its main priorities are safety, punctuality, and service.


Increasing conversion rate by 5.8% with AI-powered user segmentation

The challenge

As user needs and preferences change, airBaltic wanted to ensure its supporting digital channels would deliver a unique brand experience that consistently engaged users at each lifecycle stage. This would also be essential for its secondary goal of improving its main KPIs, such as conversion rate and average session duration on its website.

Our journey with Insider has been very smooth and successful. The integration was super quick, and we really didn’t have to worry about overburdening our IT team. Insider’s AI-powered unified platform has enabled us to deliver a tailored experience for every customer who visits our website.”

Head of Digital Marketing and Loyalty

The solution

airBaltic harnessed the power of Insider’s AI-powered user segmentation to personalize its home page for different audience segments. This allowed it to test different versions of its website homepage to see which user experience performed the best. 

Keeping the core KPIs in focus, the team then used Insider’s A/B testing on their homepage for a week with three different variations, including the original version

The results


Increase in CVR


By using Insider’s platform, airBaltic has been able to create engaging, memorable experiences for its customers—without additional IT support. This is helping airBaltic drive core KPIs and conversion rates.

Looking ahead

In the near future, airBaltic looks forward to exploring Insider’s Web Push notifications. With Web Push, it wishes to build contextual and personalized messages for different campaigns such as price alerts, booking confirmations, flight updates, and more.

Favorite feature


airBaltic’s favorite feature is Insider’s AI-powered user segmentation, as it allows it to adapt to unique user preferences at each stage of the life cycle.

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