Engage 2013 - Give Your Optimization Program Wings

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Engage 2013 - Give Your Optimization Program Wings

  1. 1. How to give your Optimisation Program WingsFrans Poldervaart Tom WaterfallWeb Analytics Manager Director of Optimisation Solutions
  2. 2. - 75 country websites - 23 different languages - 1100 pages per country -  Largest travel site in 175.000   Netherlands (Twinkle T100)transac-ons  per   24%  online   month   KLM.com: By the numbers 3
  3. 3. 4
  4. 4. 1. How to get started PEOPLE DRIVE SUCCESS
  5. 5. 1. How to get started: Identify Your Goals Upfront•  Increase share in online sales•  Use the most effective acquisition channel•  Increase flying blue members•  Make it easier for customers to navigate and purchase•  Increase ancillary revenue•  One stop shop•  Ensure customers’ experiences are more positive 6 Name of presentation - Version 1.01 dd-mm-2008
  6. 6. 1. How to get started 7 Name of presentation - Version 1.01 dd-mm-2008
  7. 7. 1. How to get started
  8. 8. 1. EXAMPLE: How we took off1 Control Functional 2 Inspiration Trust3 4 9
  9. 9. 1. EXAMPLE: How we took off Inspiration+14.11% +5,400 +€3.8 Conv. Bookings Million 10
  10. 10. 1. How to get started: Following Take Off•  Begin Brainstorming test ideas •  Use all the tools at your disposal 11
  11. 11. 12Name of presentation - Version 1.01 dd-mm-2008
  12. 12. 2. Getting buy-in: Start an illegal gambling ring 13
  13. 13. 1. EXAMPLE: Starting an illegal gambling ring 14
  14. 14. 2. Getting buy-in: Infiltrate & Cultivate 15
  15. 15. 2. Getting buy-in: Shout about results & learning 16
  16. 16. 2. EXAMPLE: Shout about results & learning 17
  17. 17. 2. EXAMPLE: Shout about results & learning +23% Lift 18
  18. 18. © 2011 Webtrends, All Rights Reserved. | 19
  19. 19. 3. Planning & Prioritization: Companies struggle 20
  20. 20. 3. Planning: Focus on quick winsThis chart is based on tentative informationpresented, and elements might move aroundbased on new data available. Starbursts indicate Booking Details page tests HIGHrevenue lift potential. HIGH Booking Details page tests Simple Complex Changes to structure, arrangement or MID functionality Search results page functionality Tests with filters, modifying search MID Strikethrough pricing Affecting display, but only doable during sales Exceptions testing Search results page display ? No results pages etc. MID Promo codes, supplier logos, messaging Across the site ? Inclusions, messaging of any kind Homepage tests Any display/messaging HIGH Related tests Revenue Potential 21
  21. 21. 3. EXAMPLE: ROI Potential vs. Complexity 22
  22. 22. 3. Planning: Prioritise a mix of simple & complex 23
  23. 23. 3. EXAMPLE: Mixing Simple and Complex +2.6% Lift
  24. 24. 3. EXAMPLE: Mixing Simple and Complex +39% Lift
  25. 25. 3. EXAMPLE: Mix & Match Control 27
  26. 26. 3. EXAMPLE: Mixing Simple and Complex Level 1 Level 2 Level 3 Level 4 (Control) Lift / Booking ‘Next step’ Lift / Level Chance to Beat Control Confirmation conversion rate Chance to Beat Control Rate 1 33.23% --- 3.41% ---All alternate button copies drove significantly more visitors to the next +5.05% 2 step 34.91%also had a chance to beat impact on Bookings. and (99.43% positive 3.21% -5.84% (Not Significant) control) +5.48% +8.64% 3 35.05% (99.64% chance to beat 3.71% (85%% chance to beat control) control) +8.69% +6.04% 4 36.12% (99.79% chance to beat 3.62% (Not Significant chance to beat control) control) 28
  27. 27. 3. EXAMPLE: Mixing Simple and Complex Level 1 (Control) Level 2Underlining City and Price and making the whole row clickable Lift /is driving significantly more visitors to theConfirmation Level ‘Next step’ Chance to Beat next step,Chance tois Booking and / Beat Lift conversion rate Controlshowing promise with Bookings Rate Control 1 33.76% --- 3.37% --- 6.47% +6.69% 2 35.95% (99.99% chance to beat 3.60% (87% chance to beat control) control) 29
  28. 28. 3. EXAMPLE: Mixing Simple and Complex +150 Bookings +6.69% Lift The ‘Clickable Row’ had the highest impact at the booking confirmation rate, with a +6.69% lift 30
  29. 29. 3. Planning: Mix & Match between markets/journeys US Traffic Rest ofBookings World Car Hire English Spanish Loyalty Registration Email Sign-Up Mobile / Tablet Site 31
  30. 30. 3. Planning: Revisit priorities quarterly 32
  31. 31. © 2011 Webtrends, All Rights Reserved. | 33
  32. 32. 4. EXAMPLE: EU Cookie Law Test  Background 34
  33. 33. 4. EXAMPLE: EU Cookie Law Test  Background Control Level 4 OptimalExperiment Conversion Confirmation page Conversion Run Date Click button Page Lift (confidence interval) Lift Control - --- 2.98% (+/- 0.21%) --- 12/11/2012 – 26/11/2012 Optimal 2.43% (+/- 0.07%) - 3.09% (+/- 0.21%) +3.64% 35
  34. 34. 4. EXAMPLE: Mobile & Tablet“My unborn nephew owns asmartphone,” says person on street. 36
  35. 35. 4. EXAMPLE: Mobile & Tablet – make a case +61.32%“Despite the [rapid Searchgrowth of mobile] , 69companies in the FTSE100 had done nothingto “optimise” theirwebsites for mobiles…” 37
  36. 36. 4. EXAMPLE: Mobile & Tablet – fix it 38
  37. 37. 4. Be Thoughtful: Track more, Learn more 39
  38. 38. 4. EXAMPLE: Track more, Learn More When the “Filter by Location” option was amended to a dropdown… …visitors used the ‘Star Rating’, ‘Filter by Board’, and Map tools significantly more. Explanation: the dropdown takes up far less real estate and therefore places further emphasis on other filters. Additional Insight: the increased usage of star rating, by board and the map tool correlated positively with an increase in hotels booked. Recommendation: continue to test filter ordering, emphasis, and style to identify the real drivers behind hotel bookings. 40
  39. 39. 5. The Path Ahead for•  From 0.5 FTE to 2 FTE dedicated to the conversion optimization program•  Large and complex testing continuing with full support from experts•  Small tests conceived and built by KLM•  Increase communication within the organization•  Proactive testing associated with site developments •  Responsive design •  New applications 41
  40. 40. Lessons Learned•  Takeoff requires a central owner and initial testing that focuses on business value•  Attain departmental buy-in through a healthy mix of sharing and gambling•  Plan ahead, and revisit your plans regularly•  Keep it simple and look at all your journeys, markets and goals•  Keep your program fresh through innovation and relevance•  Once you’ve taken off, don’t plan on ever landing!
  41. 41. © 2011 Webtrends, All Rights Reserved. | 45

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