Emerce Conversion - Frank Pon - KLM


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  • Emerce Conversion - Frank Pon - KLM

    1. 1. KLM “cross channel collage” Emerce page : &num Frank Pon Emerce Amsterdam, April 14
    2. 2. A] Background <ul><li>Goal </li></ul><ul><li>Results 10/11 </li></ul><ul><li>B] Conversion optimization </li></ul><ul><li>“ cross channel collage” </li></ul>page : &num
    3. 3. Steer customers via most (cost) effective e-acquisition channel page : &num Meta Search E-mail Display Affiliation Search Social Media Mobile
    4. 4. … but more importantly, approach/philosophy … <ul><ul><li>Goal: sales, pure conversions </li></ul></ul><ul><ul><ul><li>Primarily tickets </li></ul></ul></ul><ul><ul><li>Central approach, central execution and budget </li></ul></ul><ul><ul><ul><li>Close cooperation with local establishments & marketing </li></ul></ul></ul><ul><ul><ul><li>Optimisation across channels & countries </li></ul></ul></ul><ul><ul><ul><li>ROI focus </li></ul></ul></ul><ul><ul><ul><li>Cost guideline CPA <3% </li></ul></ul></ul><ul><ul><ul><li>Revenue optimisation </li></ul></ul></ul>page : &num
    5. 5. Promotions Team results 10/11: share & sales page : &num 66% of all KLM.com bookings over 10/11 is attributable to one of the acquisition channels Source: DART, KLM only, apr – feb 10/11, top 13 countries, fully de-duplicated on last click basis. NOTE: SEO not included
    6. 6. B] Conversion Optimization “Cross Channel Collage” <ul><li>1.) Attribution model </li></ul><ul><li>2.) Campaigns, World Deals comparison & test </li></ul><ul><li>3.)Display, (re)targeting </li></ul><ul><li>4.)E-mail, Pre-travel (re)targeting bookers </li></ul><ul><li>5.) Search, Dedicated landing page test </li></ul><ul><li>6.) Meta Search, API </li></ul><ul><li>7.) Affiliation, Long Haul structure </li></ul>page : &num
    7. 7. 1.) Attribution model page : &num . Search Display Display Display KLM web site visit Clic Re-weighting according to impact on conversion
    8. 8. page : &num 1.) Attribution model all Spend & Bookings whatever the Marketing Budget
    9. 9. page : &num 1.) Attribution model, all Budgets or Focusing on e-Commerce All Marketing Central and Local Online Budget E-Commerce Online Budget Corporate & Local Display Budget vary dramatically depending on the markets
    10. 10. page : &num . 1.) Attribution model, the ‘ True ’ Cross Channel Booking Credit Display_e-commerce contribution Country Budget Booking NL 54% 79% UK 46% 72% NO 29% 78% DE 29% 90% CH 65% 94% IT 23% 50% ES 25% 38% SE 4% 19% DK 9% 28% Total 38% 77%
    11. 11. 2.) Campaigns heat map WDW NL page : &num 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 2. 3. 1.
    12. 12. 2.) Campaigns heat map world deals ROW page : &num 1. 2. 3. 4. 5. 7. 6. 8. 9. 10. 1. 2. 3. 4. 11. 12.
    13. 13. 2.) Campaigns heat map world deals US page : &num 1. 6. 4. 3. 5. 1. 2. 3. 4. 7. 2. Rules included on page
    14. 14. 2.) Campaigns NL vs ROW vs US page : &num NL , high share 24.9% towards conditions with low conversion; 50% Large part dedicated to holiday deals; 19.4% share US ; no distractive links with low conversion rates (like conditions). High conversion on Highlight promo Best World deals page! Highest Site=>EBT conv. NL US ROW
    15. 15. 2.) Campaigns but… Highest booking from NL concept <ul><ul><li>Better conversion from the Dutch Werelddeal Weken than the World Deals thanks to Calendar tool. </li></ul></ul><ul><ul><li>Price sensitive visitors are directly informed about the best price/travel dates combination. </li></ul></ul><ul><ul><li>After the calendar tool is the visitor directed to the 3rd step in EBT. </li></ul></ul>page : &num NL US ROW Best EBT process! Highest Site=>EBT booking conv.
    16. 16. 3.) Display retargeting example page : &num User searched in EBT, but did not finalize the booking… … user will be retargeted with searched destination with actual fare from commercial feed and city image.
    17. 17. 3.) Display retargeting page : &num Better CTR and overall results the deeper in the booking process The more personalized (on behavior) the better the cost <ul><li>Kind of (re)targeting: </li></ul><ul><li>CPA retargeting, target group are all klm.com visitors no matter where they come from </li></ul><ul><li>CPA Search retargeting, traget group only search clickers </li></ul><ul><ul><li>Note: because of our attribution model sales contribution favors Search, stand alone for Display not profitable </li></ul></ul><ul><li>CPA personalized retargeting campaign to retarget customers who searched EBT for specific destinations </li></ul>
    18. 18. 4.) E-mail pre-travel page : &num <ul><li>Pre-travel mail </li></ul><ul><li>Targeted mail @ bookers </li></ul><ul><li>Goal inform & sell </li></ul><ul><ul><li>Very effective to sell seating and baggage products </li></ul></ul><ul><ul><li>Decrease operational cost </li></ul></ul><ul><li>Relevancy: </li></ul><ul><li>Normal mail vs pre-travel mail </li></ul><ul><li>Open 25% vs 220% </li></ul><ul><li>Click 5% vs 133% </li></ul>
    19. 19. 5.) Search LP test, current KLM.com LP page : &num Destination known -> EBT pre-fill Destination unknown -> home page N.B. The scope of this test will be limited to these types of keywords & ads
    20. 20. 5.) Search LP test, 3 themes known & unknown page : &num Version/ theme Test focus Primary (persona) Trust Trust in KLM.com booking process, trust in KLM as an airline Avoid negative emotional aspects : security, reassurance, support, safety, guidance, sense of control <ul><li>Marian Manning </li></ul>Inspiration Inspiring the user about the destination and getting there with KLM, getting them in the mood to travel and book a ticket Positive, emotional aspects : excitement, anticipation, desire, fun & experience <ul><li>Marian Manning </li></ul><ul><li>Susan Richards </li></ul>Functionality Functionality of KLM.com booking process, ease of booking Rational aspects : convenience, efficiency, ease, usefulness <ul><li>Susan Richards </li></ul><ul><li>Richard Johnson </li></ul>
    21. 21. 5.) Search LP test, personas page : &num Persona Highlights (relevance for test versions) Marian Manning <ul><li>Leisure traveler (once a year) </li></ul><ul><li>Looks forward to the destination but does not always like the flight </li></ul><ul><li>More legroom, good entertainment & helpful staff onboard can make a real difference </li></ul><ul><li>Control freak but not Internet savvy </li></ul><ul><li>Prefers to fly with airline with good reputation (brand she can trust) </li></ul><ul><li>Greatest fear is lost luggage </li></ul><ul><li>Travels with family </li></ul><ul><li>Likely to use SEA to get to KLM.com (Profile Monitor) </li></ul>Susan Richards <ul><li>Excited when going on holidays </li></ul><ul><li>Leisure, several city trips per year </li></ul><ul><li>Likes to make most of holiday </li></ul><ul><li>Books city trips, enjoys big city life (things to do, events) Interested in ancillary products </li></ul><ul><li>Likely to use SEA to get to KLM.com (Profile Monitor) </li></ul>Richard Johnson <ul><li>Mainly business traveler </li></ul><ul><li>Wants to save time, good schedule is important, price conscious </li></ul><ul><li>Likes efficiency, convenience, flexibility and wants to be recognised as a frequent flyer. Likes to maximise advantages of FB & BlueBiz memberships </li></ul>
    22. 22. 5.) Functional: destination unknown page : &num
    23. 23. 5.) Functional: destination known page : &num
    24. 24. 5.) Inspiration: destination unknown page : &num
    25. 25. 5.) Inspiration: destination known page : &num
    26. 26. 5.) Trust: destination unknown page : &num
    27. 27. 5.) Trust: destination known page : &num
    28. 28. 5.) SEA LP test result page : &num Inspiration wins (slightly) on clickthrough!
    29. 29. 6.) Meta Search API page : &num <ul><li>Propriety technology investment </li></ul><ul><li>Drive volume and conversion </li></ul><ul><li>Cost friendly and controlled distribution </li></ul>
    30. 30. 7.) Affiliation page : &num <ul><li>Expensive channel in CPA and CPA% </li></ul><ul><li>Introduction of a higher remuneration for Long Haul flights and a lower for Amsterdam and Medium Haul flights </li></ul><ul><li>Ambition to stimulate a higher average booking value and lower overall cost structure to keep affiliation cost competitive with the other channels </li></ul><ul><li>Results: </li></ul><ul><li>Booking volume relatively stable in most markets </li></ul><ul><li>28% drop in cost </li></ul><ul><li>Average CPA comparable to SEA </li></ul><ul><li>Re-balanced affiliation in the cross channel mix </li></ul>