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(R)evolution of Site
Optimisation:
an Hotels.com story of how customer
experience and business outcomes
interconnects
©201...
2
• Global Hotel Specialist
• 257,000 bookable properties
• From 5 stars to B&B to Apartment
• 85 sites in 60 countries (a...
3
THE SITE OPTIMISATION TEAM
MISSION: We are the why and the how of an issue or an
opportunity to improve the customer exp...
4
CUSTOMER CAN REACH US IN 100s WAYS
©2015 Expedia. Confidential & proprietary. All rights reserved.
5
3170 different devices for 1054 unique screen
size
©2015 Expedia. Confidential & proprietary. All rights reserved.
6
HOW WE DO IT
• Understand pain points for customer
• Determine way to improve online/offline experience
• Leverage sever...
7
CEM
Web
Analytics
Big Data
VoCMachine
Data
Application
Intelligence
Comments
User ID
User ID
Session IDs
User ID, MVT ID...
8
HOW DID WE REACH THIS POINT?
©2015 Expedia. Confidential & proprietary. All rights reserved.
9
OUR BACK TO THE FUTURE JOURNEY
2006/2007:
Web Analytics
2009: VoC
2011:
Machine Data
2012:
Application
data
2013:
HeatMa...
10
Business Issue
The 500 error count is extremely high and we need to bring this into control.
Please investigate
©2015 E...
11
Business Issue
The 500 error count is extremely high and we need to bring this into control.
Please investigate
• Web A...
12
Business Issue
The 500 error count is extremely high and we need to bring this into control.
Please investigate
• Used ...
13
Business Issue
The 500 error count is extremely high and we need to bring this into control.
Please investigate
• Creat...
14
Business Issue
The 500 error count is extremely high and we need to bring this into control.
Please investigate
• This ...
15
VoC
©2015 Expedia. Confidential & proprietary. All rights reserved.
Unsolicited
• Less frequent
• To spot site
issues/o...
16
VoC
A daily digest email of comments is
sent with users information and
links below every comment.
Using a link on the ...
17
Business Issue
Not useful/self-explanatory error messages
– 30% recovery rate dip for this scenario
– Conversion impact...
18
Business Issue
Found an issue on site and want to be able to find all info to add to the support
ticket
• Using the 500...
19
Business Issue
Found an issue on site and want to be able to find all info to add to the support
ticket
• Take that uni...
20
Business Issue
Found an issue on site and want to be able to find all info to add to the support
ticket
• Log shows the...
21
Business Issue
Found an issue on site and want to be able to find all info to add to the support
ticket
What is an Exce...
22
Business Issue
Want to be able to automatically detect new errors within our logs to manage our
error count
Business Id...
23
Business Issue
CEM alerts are firing showing bookings dropping of and page speed performance
• Two alerts are firing an...
24
Business Issue
CEM alerts are firing showing bookings dropping of and page speed performance
©2015 Expedia. Confidentia...
25
Business Issue
MVT data shows negative results and lower engagement on certain versions of
the search module. Why is th...
26
Business Issue
MVT data shows negative results and lower engagement on certain versions of
the search module. Why is th...
27
Business Issue
How do the clicks on the page differ between the two pages designs?
Please investigate
1
2
3
4
4
©2014 E...
28
Business Issue
What is the CRP of our HomePage?
©2014 Expedia. Confidential & proprietary. All rights reserved.
29
Business Issue
A few examples of CDS (Customer Data Store) in practice
• CDS records a large detail of data about the c...
30
Business Issue
A few examples of CDS (Customer Data Store) in practice
• Shows if a coupon has been used for 3rd party ...
31
Business Issue
A few examples of CDS (Customer Data Store) in practice
• Allows us to display our data in different way...
32
Business Issue
A few examples of CDS (Customer Data Store) in practice
• Or visualisations of our data to help people e...
33
FUTURE ENHANCHEMENTS
• Loading Time Performance
• Cross-Device tracking
• Cross-Device experience analysis
• Cross-Sess...
34
THANKS!
©2015 Expedia. Confidential & proprietary. All rights reserved.
@: amestriner@hotels.com / andrea.mestriner@gma...
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(R)evolution of Site Optimisation: an Hotels.com story of how customer experience and business outcomes interconnects

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A talk by Andrea Mestriner at Google Analytics User Conference 2015.

Published in: Marketing
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(R)evolution of Site Optimisation: an Hotels.com story of how customer experience and business outcomes interconnects

  1. 1. (R)evolution of Site Optimisation: an Hotels.com story of how customer experience and business outcomes interconnects ©2015 Expedia. Confidential & proprietary. All rights reserved.
  2. 2. 2 • Global Hotel Specialist • 257,000 bookable properties • From 5 stars to B&B to Apartment • 85 sites in 60 countries (and counting.....) • More than 50 million apps download “If you are a persnickety traveler, your best bet is the Hotels.com app (free on iOS, Android and Windows Phone). Though it has a cluttered design, it has a comprehensive list of filters for searching.” (Kit Eaton, NYT) ©2015 Expedia. Confidential & proprietary. All rights reserved.
  3. 3. 3 THE SITE OPTIMISATION TEAM MISSION: We are the why and the how of an issue or an opportunity to improve the customer experience on the site and increase conversion Landing Shopping Booking Mobile Tools Regional ©2015 Expedia. Confidential & proprietary. All rights reserved.
  4. 4. 4 CUSTOMER CAN REACH US IN 100s WAYS ©2015 Expedia. Confidential & proprietary. All rights reserved.
  5. 5. 5 3170 different devices for 1054 unique screen size ©2015 Expedia. Confidential & proprietary. All rights reserved.
  6. 6. 6 HOW WE DO IT • Understand pain points for customer • Determine way to improve online/offline experience • Leverage several tools to help diagnose and quantify investment areas • Apply the “test and learn” principle to everything! ©2015 Expedia. Confidential & proprietary. All rights reserved.
  7. 7. 7 CEM Web Analytics Big Data VoCMachine Data Application Intelligence Comments User ID User ID Session IDs User ID, MVT IDs Evars/Props User ID Comments Session IDs Evars/Props MVT IDs Alerts HeatMaps, AttentionMap ©2015 Expedia. Confidential & proprietary. All rights reserved. Pretty much everything
  8. 8. 8 HOW DID WE REACH THIS POINT? ©2015 Expedia. Confidential & proprietary. All rights reserved.
  9. 9. 9 OUR BACK TO THE FUTURE JOURNEY 2006/2007: Web Analytics 2009: VoC 2011: Machine Data 2012: Application data 2013: HeatMap/Click Map 2015: CDS 2XXX: … ©2015 Expedia. Confidential & proprietary. All rights reserved.
  10. 10. 10 Business Issue The 500 error count is extremely high and we need to bring this into control. Please investigate ©2015 Expedia. Confidential & proprietary. All rights reserved.
  11. 11. 11 Business Issue The 500 error count is extremely high and we need to bring this into control. Please investigate • Web Analytics data helped us break down the 500 errors by sections of the site ©2015 Expedia. Confidential & proprietary. All rights reserved.
  12. 12. 12 Business Issue The 500 error count is extremely high and we need to bring this into control. Please investigate • Used CEM tool to identify then what was causing the 500 errors on that particular Site Section/URL ©2015 Expedia. Confidential & proprietary. All rights reserved.
  13. 13. 13 Business Issue The 500 error count is extremely high and we need to bring this into control. Please investigate • Created a wiki page to track count of by site section and URL • This wiki page was accessible by all the development pod members, tech and product teams ©2015 Expedia. Confidential & proprietary. All rights reserved.
  14. 14. 14 Business Issue The 500 error count is extremely high and we need to bring this into control. Please investigate • This process us helped to tackle our 500 error problem ©2015 Expedia. Confidential & proprietary. All rights reserved.
  15. 15. 15 VoC ©2015 Expedia. Confidential & proprietary. All rights reserved. Unsolicited • Less frequent • To spot site issues/opportunity • Create awareness of perceived experience Solicited • Higher volumes • To post purchase issue/opportunity • NPS • Evaluate opportunities Call Centre calls/agents • More metadata oriented • Good for service issue/opportunity • Self service opportunity Democratic access, Share updates regularly, Connections with other data sources, Evaluate over time, Act on them
  16. 16. 16 VoC A daily digest email of comments is sent with users information and links below every comment. Using a link on the email will open the session reply tool Users information can be used to query and find other ifo ©2015 Expedia. Confidential & proprietary. All rights reserved.
  17. 17. 17 Business Issue Not useful/self-explanatory error messages – 30% recovery rate dip for this scenario – Conversion impact: -0.12% Customer Voice: – “I'm trying to book online. I keep putting in my security code correctly, but it keeps failing to complete the sale and asks for it again. I'm now booking elsewhere. I've been a fairly loyal user, but If this happens again, I won't use Hotels.com again.” ©2015 Expedia. Confidential & proprietary. All rights reserved. Sorry, we are currently experiencing technical difficulties. Please try again or call: 800-997-9138 Toll Free and 817-983-0664 (charges may apply). There are some problems with the form that need to be corrected. Please check the highlighted fields: - Security Code
  18. 18. 18 Business Issue Found an issue on site and want to be able to find all info to add to the support ticket • Using the 500 error dashboard I found a session with a 500 error • Within the HTTP Header we have a unique User ID that identifies that particular page ©2015 Expedia. Confidential & proprietary. All rights reserved.
  19. 19. 19 Business Issue Found an issue on site and want to be able to find all info to add to the support ticket • Take that unique User ID and query all our server logs • Splunk returns all the logs that contain that particular User ID ©2015 Expedia. Confidential & proprietary. All rights reserved.
  20. 20. 20 Business Issue Found an issue on site and want to be able to find all info to add to the support ticket • Log shows the User ID, the exceptionmethod, exceptionID and the error returned in the log • We can attach this log to our support ticket alongside our customer sessions for our developers ©2015 Expedia. Confidential & proprietary. All rights reserved.
  21. 21. 21 Business Issue Found an issue on site and want to be able to find all info to add to the support ticket What is an Exception ID? Exception ID is a unique hash code for an error that appears within our log files ©2015 Expedia. Confidential & proprietary. All rights reserved.
  22. 22. 22 Business Issue Want to be able to automatically detect new errors within our logs to manage our error count Business Idea • We figured we could track these Exception IDs more efficiently using a script that: 1. Automatically tracks which Exception IDs are appearing within the past 24 hours 2. How many times did that Exception ID appearing within the past 24 hours 3. Is that Exception ID an issue we already created a ticket for or does our team need to investigate this further ©2015 Expedia. Confidential & proprietary. All rights reserved.
  23. 23. 23 Business Issue CEM alerts are firing showing bookings dropping of and page speed performance • Two alerts are firing and bookings are looking to be impacted • Looks like a performance issue which we can quickly check using Application Stats ©2015 Expedia. Confidential & proprietary. All rights reserved.
  24. 24. 24 Business Issue CEM alerts are firing showing bookings dropping of and page speed performance ©2015 Expedia. Confidential & proprietary. All rights reserved.
  25. 25. 25 Business Issue MVT data shows negative results and lower engagement on certain versions of the search module. Why is their lower engagement? Please investigate • Four different variants • Variants 2 & 3 showed negative results and lower engagement • Data analytics did not give us any clues for lower engagement Variant 1 Variant 2 Variant 3 Variant 4 ©2015 Expedia. Confidential & proprietary. All rights reserved.
  26. 26. 26 Business Issue MVT data shows negative results and lower engagement on certain versions of the search module. Why is their lower engagement? Please investigate • Heatmaps showed higher clicks on the Rooms, Adult & Children text instead of “Edit or add rooms” link • Web analytics will not pick this up as these aren’t clickable links ©2015 Expedia. Confidential & proprietary. All rights reserved.
  27. 27. 27 Business Issue How do the clicks on the page differ between the two pages designs? Please investigate 1 2 3 4 4 ©2014 Expedia. Confidential & proprietary. All rights reserved.
  28. 28. 28 Business Issue What is the CRP of our HomePage? ©2014 Expedia. Confidential & proprietary. All rights reserved.
  29. 29. 29 Business Issue A few examples of CDS (Customer Data Store) in practice • CDS records a large detail of data about the customer like: • Behavior on the site • Experience they had • Details about any bookings they make • Device(s) they use • Who they are • Allows us to query a large amount of data over a long period using a single data source ©2015 Expedia. Confidential & proprietary. All rights reserved.
  30. 30. 30 Business Issue A few examples of CDS (Customer Data Store) in practice • Shows if a coupon has been used for 3rd party payment systems • Gives information about a customer who have used the same Hotels.com Reward multiple times => Fraud Behaviour ©2015 Expedia. Confidential & proprietary. All rights reserved.
  31. 31. 31 Business Issue A few examples of CDS (Customer Data Store) in practice • Allows us to display our data in different ways which help us with our investigations such as more detailed funnel dashboards ©2015 Expedia. Confidential & proprietary. All rights reserved.
  32. 32. 32 Business Issue A few examples of CDS (Customer Data Store) in practice • Or visualisations of our data to help people engage with the data ©2015 Expedia. Confidential & proprietary. All rights reserved.
  33. 33. 33 FUTURE ENHANCHEMENTS • Loading Time Performance • Cross-Device tracking • Cross-Device experience analysis • Cross-Sessions tracking • Intra-Partners session tracking and analysis • Personalisation • Relevancy • Exclusive/Unique experience ©2015 Expedia. Confidential & proprietary. All rights reserved.
  34. 34. 34 THANKS! ©2015 Expedia. Confidential & proprietary. All rights reserved. @: amestriner@hotels.com / andrea.mestriner@gmail.com

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