How to Optimize the Customer Experience and Increase Online Flight Bookings
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How to Optimize the Customer Experience and Increase Online Flight Bookings
- 1. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Soar to Great Heights 1
- 2. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com • Ensure cross-‐channel consistency • Make every customer interacCon count • ConCnue to enhance the experience • Personalize to the person Bob Kupbens VP, MarkeCng & Digital Commerce, Delta Air Lines 2
- 3. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Why Op/mize Understanding Buying Intent UX Audit Test Plan 3
- 4. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Why Op/mize? Enhanced CX, Enhanced Revenues
- 5. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com RELEVANCY – Is this page what I asked for? IMPACT – Why am I here and not somewhere else? FOCUS – Where do I start? What do I do? SIMPLICITY – Will this be easy to do? Aligning a More Relevant and Focused Experience 5
- 6. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Search Non-Search Traffic All Traffic Sources Annual Traffic in 2012 400,000,000 400,000,000 800,000,000 Projected Annual Traffic 400,000,000 400,000,000 800,000,000 Conversion Rate in 2012 0.50% 3.00% Projected Annual Conversion Rate 0.55% 3.09% # of Flights Booked Online in 2012 2,000,000 13,200,000 15,200,000 Projected Annual # of Flights Booked Online 2,200,000 13,596,000 15,676,000 Incremental # of Flights Booked Online 200,000 396,000 592,000 Data: 815,000,000 total annual bookings; 18.65% booked online; 2.45% from Search; 16.2% direct to site Why OpCmize? The Numbers Reveal Huge PotenCal Numbers are representaCve.
- 7. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Search Non-‐Search Traffic All Traffic Sources Incremental # of Flights Booked Online 200,000 396,000 592,000 Annual Revenue of Incremental Booked Flights $60,000,000 $118,800,000 $178,800,000 Incremental Growth 33.6% 66.4% Life/me Value Mul/plier $240,000,000 $125,000,000 $365,000,00 Incremental Growth 65.8% 34.2% Lifetime Value: $1,200; Ave Online Booked Flight Value: $300 Why OpCmize? The Numbers Reveal Huge PotenCal Numbers are representaCve.
- 8. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Understanding Buying Intent Delta’s Customers Are Very Different…
- 9. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Business Flies for Business 1. Premiere 1. Price not a factor 2. Schedule a factor 3. Look for perks 4. Expects top service 2. PracCcal 1. Price a factor 2. Schedule less a factor 3. Expects good service 4. Opt for Economy upgrade 3. Bargain Hunter* DELTA CUSTOMER PROFILES 9 Flies for Personal/Family Trip 1) Premiere 1) Price not a factor 2) Schedule a factor 3) Look for perks 4) Expects top service 2) PracCcal 1) Price a factor 2) Schedule less a factor 3) Expects good service 4) Opt for Economy upgrade 3) Bargain Hunter* 4) Uses Search Engines Only Flies Delta; Flies for Perks 1) Premiere Flyer 1) Expects top service 2) PracCcal Flyer 1) Expects top service 2) May opt for Economy upgrade 3) Bargain Hunter* 4) Uses Delta.com or Mobile App 5) Frequent Flyer Member Personal/Family Loyalist Bargain Hunter Compares Price; Flies other airlines 1) Savings a factor 2) Schedule less a factor 3) Last minute flyer 4) Opt for upgrade -‐ if price is right 5) Uses Search Engines, Travel Aggregators to comparison shop
- 10. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com DELTA YIELD MODEL 10 TIME INVENTORY (SEATS) Business Personal/ Family Loyalist Bargain Hunter Op/mize
- 11. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com UX Audit Conversion OpportuniCes
- 12. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com UX Conversion Audit Reveals: 12 • Book a Flight Form on Home Page and Mobile App is Very Simple • Greatest Area of Improvement is within Book A Flight Page and Subsequent Funnel Pages • Several FuncConality Issues Block Conversion 1. Seat Availability Chart Does Not Display Properly 2. Seat Availability View Confused with Seat SelecCon (other airline sites allow seat selecCon prior to purchase) 3. Online Chat Delays Cause Session to End Prematurely • Flight informaCon is displayed differently for Price(*) vs Schedule views • Extremely Long Purchase Form; Error Messages Cause Lengthy CorrecCons • Page Cluker Diminishes Form FuncConality and Leads to Abandonment
- 13. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com BOOK A TRIP: Key Steps and TesCng OpportuniCes 13 Search Flight Select Trip Passenger Info Purchase Challenges: 1) Inconsistent flight informaCon layouts 2) PromoCons may get in the way of desired acCon 3) Seat selecCon blocker prevents seat selecCon funcConality Challenges: 1) Inconsistent flight informaCon layouts 2) PromoCons may get in the way of desired acCon 3) Seat selecCon blocker prevents seat selecCon funcConality Challenges: 1) MulCple steps in one very long form 2) Error reconciliaCon causes confusion 3) Credit card selecCon causes confusion 4) 9 upsell opCons before credit card selecCon 5) 24 form fields to complete purchase Challenges: 1) Lack of clear starCng point 2) Copy/nomenclature inconsistencies 3) PromoCons may get in the way of desired acCon 4) BPG selling proposiCon
- 14. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com OPTIMIZATION ROADMAP 14 Phase 1 Big ROI • “Easy” Tests • Tests that impact large traffic • Biggest Return (ROI) • Uncover Learnings to Scale • IdenCfy UX/FuncConality Issues 1 2 3 4 5 6 7 8 9 10 11 12 Phase 2 Refine & Op/mize • “Complex” Tests • Timing and Behavioral Data • Uncover Learnings to Expand • Segment Audience and Yield PotenCal 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12
- 15. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Home Page DIFFERENT STARTING POINTS 15 Book a Trip Page (Search Landing Page) Home Page 90% CTR 15% CTR 86.9% 3.0% CR 14.1% 0.5% CR
- 16. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com CTR METRICS SHOW AREAS OF OPPORTUNITY 16 0 20 40 60 80 100 from Home Page from Book A Flight 1 2 2 3 4
- 17. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Business PHASE 2 -‐ OPTIMIZATION MODEL 17 Personal/ Family Loyalist Bargain Hunter TIME INVENTORY (SEATS) Op/miza/on ? Segmenta/on and Geo
- 18. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Test Plan Go for Big Wins
- 19. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com SERP INTENT: “Book a Flight Delta” 19 Landing Page 85% of Search Traffic 0.5% CTR
- 20. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Test Hypotheses: Delta’s Book A Trip Start Page is very stale and does not have a clear start point. Having a form that extends beyond the fold reduces conversion. Thus, creaCng a form design with all form fields above the fold along with the submit bukon will increase form compleCons. Test Plan: Redesign page elements so submit bukon is above the fold. Reduce lev rail elements (or remove enCrely) Increase the size of the BFG logo Create a visual starCng point within the form Increase “BPG” logo Align page Ctle w Sitelinks link or Keyword ie “Book a Flight” Add elements of credibility: SSL, BBB, JD Powers Metrics: Primary: Form Completes Secondary: Abandonment, Purchase BOOK A TRIP START PAGE: Test #1 20
- 21. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Format by Price SELECT A FLIGHT: TesCng OpportuniCes 21 BFG Pop-‐Up Window Book A Trip Start Page with BFG Logo
- 22. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com e Test Hypotheses: Delta’s Best Fare Guarantee is one of their unique selling proposiCons and, if beker leveraged/ posiConed, will reduce abandonment and increase flight bookings. Test Plan: Simplify BFG language and branding Use rollover language on BFG logo Simplify the “how to” in a visual format (this UX improvement could be used with improving engagement of loyalists who actually want to fulfill a claim) Increase the size of the BFG logo Metrics: (of those clicking on BFG, do they increase KPIs?) Primary: Form Completes Secondary: Abandonment, Purchase BEST FARE GUARANTEE: Test #2 22
- 23. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Format by Price SELECT A FLIGHT: Test #3 23 Format by Schedule Format by Price
- 24. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com Format by Price SELECT A FLIGHT: Test #3 24 Test Hypotheses: There are two different formats for selecCng a flight. While viewing by schedule is an opCon, the price is NOT displayed. Displaying a consistent format for each opCon will increase comparaCve informaCon and lead to greater selecCon and page completes. Test Plan: • Present a consistent format for both page views • Eliminate or Place Step Up PromoCon at Bokom • Alter informaCon within flight lisCng Metrics: Primary: Flight SelecCon Completes Secondary: Which View Type Converts Beker; Page Abandonment, Purchase Format by Schedule
- 25. ©2013 Erik R Peterson -‐ EPeterson237@gmail.com ©2012 Erik R Peterson -‐ EPeterson237@gmail.com Soar to Great Heights 25 EPeterson237@gmail.com LinkedIn.com/in/Epeterson @EPeterson237 Thank You.