1.
Prospective
Optimization
“Practical Examples of Thomas Cook’s
Travel Beyond Web Analytics Data”

2.
Look in our Kitchen

3.
My Disclaimer
Tools don’t solve problems, people do,
YOU DO!

4.
No Endorsements

5.
No
False
Sense
of
Belief

6.
No Promises

7.
Better Understanding

8.
Inception

9.
Realization

10.
Planning

11.
Booking

12.
Analytics’ Booking Story
Personal Extras Address Payment Booking
Details Car etc. Phone Selection Complete
Leak
Leak

13.
The Problem
Payment Selection
What?
Leak
Why?

14.
Would allow this?

15.
would try this...

16.
What would you try?

17.
Prospecting

18.
Calculate Potential
Heuristic Evaluation
Research Attitude
Research Behavior

19.
Calculate Potential

20.
Calculate Potential
True Intent Conversion Rate
Look for a holiday
Compare Prices
Book a holiday
Visitors Purpose
Re-visit post booking
Talk to CS employee

21.
Calculate Potential
True Intent Conversion Rate
= 12%
Visitors Book a holiday

22.
Calculate Potential
True Intent Conversion Rate
Total Visitors 100,000 *
Booking Intention 12%
Average Order Value $1.000 *
Potential Revenue $12.000.000
Real World Conversion 1% *
Actual Revenue $1.000.000
Difference -$11.000.000
* fictitious data

23.
Would YOU allow this?

24.
Calculate Potential

25.
Heuristic Evaluation

26.
Heuristic Evaluation
aanbetaling Down payment
5 options...
but only 1
offers 30%
down payment

27.
Heuristic Evaluation
Why offer a ‘Down Payment’ option?
Government regulated savings
Save 8% of your salary per month
Pay out in May of every year
Dutch Law
101 Let everyone go on a holiday

28.
Heuristic Evaluation
Why offer a ‘Down Payment’ option?
Pay out in May of every year
Local Laws & Behavior
dictate necessity.

29.
Heuristic Evaluation
Why offer a ‘Down Payment’ option?
22% of holidays are booked
during December/January

30.
User Research
vs
Intuition

31.
Gary Klein
Recognition
Primed Decision

32.
When it looks like rain...

33.
1. Sign Recognition
2. Prior Experience
3. Decision/Behavior

34.
Who should you trust?

35.
Who should you trust?
vs
Users Experts

36.
My Personal Opinion
Experts should include Users

37.
Heuristic Evaluation

38.
Research Attitude

39.
Research Attitude

40.
Research Attitude
Target: Visitors in Booking Dialogue
Display: Move outside of active window
12.344 2.064
views responses
...in 72 hours

41.
Research Attitude
Why won’t you complete your booking?
I must first discuss this with my (travel)partner
I only wanted to know the total price
Total price was too expensive
I need to transfer money from my savings account first
I could not pay due to an error on the website
I prefer to book at a Travelshop
Other...
Flight preferences
Display discounts

42.
The Problem
Payment Selection
Down payments
0.5% of those surveyed.

43.
Real
The Problem
Payment Selection
31% Displayed offer not convincing enough
30% Looking to book, but not alone, only with partner
7% Specific airlines avoided by potential customers
6% Inconsistent discount display causing confusion

44.
31% Displayed offer not convincing enough
Poor Persuasion, Competitive Awareness
30% Looking to book, but not alone, only with partner
Functional Expectancy
7% Specific airlines avoided by potential customers
Product Apprehension
6% Inconsistent discount display causing confusion
Persuasion, Competitive Awareness

45.
Research Attitude
Displayed offer not convincing enough
37%
Inconsistent discount display causing confusion
Poor Persuasion, Competitive Awareness
30% Looking to book, but not alone, only with partner
Functional Expectancy
7% Specific airlines avoided by potential customers
Product Apprehension

46.
Research Attitude

47.
Test Behavior/Attitude

48.
Behavior
vs
Attitude

49.
Match Attitude (Say)
with Behavior (Do)
Replay visits based on visitor IP address

50.
Example
use IP address to find
session in Tealeaf
Technical Error

51.
Discovering Issues
n=1
Difficult

52.
Discovering Issues
1=n
Easier

53.
Match Attitude (Say)
with Behavior (Do)
No Tealeaf, No Sweat, Try...

54.
Match Attitude (Say)
with Behavior (Do)
You (can) pick the participants
You set the tasks you want to test
Test anything, from mockups to (mobile) websites

55.
Test Behavior/Attitude
7% Specific airlines avoided by potential customers
Product Apprehension
On several desitnations, we offer Onur Air

56.
Test Behavior/Attitude
7% Specific airlines avoided by potential customers
Product Apprehension
On several desitnations, we offer Onur Air
potential customers wanted (at least) Transavia

57.
Test Behavior/Attitude
I don’t want to fly with Onur Air.
Can I pay extra to fly with Transavia instead of Onur Air?
I have some doubts about flying with Onur Air.
I only want to fly with Transavia.
* actual KISSinsights responses translated from Dutch to English

58.
Test Behavior/Attitude
Can I pay extra to fly with Transavia instead of Onur Air?
I have some doubts about flying with Onur Air.

59.
Test Behavior/Attitude
Test Hypothesis
pay extra
Will visitors pay a premium to fly
with a preferred carrier? 1/5
doubts
Are visitors really abandoning or
seeking out alternatives when
presented with Onur Air as carrier?
3/5

60.
Test Behavior/Attitude
doubts
Are visitors really abandoning or
seeking out alternatives when
presented with Onur Air as carrier?
3/5
Offer Alternatives
Save Conversions

61.
Test Behavior/Attitude

62.
Calculate Potential
Heuristic Evaluation
Pre Verify Hypothesis
Test Behavior/Attitude

63.
What about...
Displayed offer not convincing enough
37%
Inconsistent discount display causing confusion
Always be testing...

64.
What about...
30% Looking to book, but not alone, only with partner
Offer time-limited option on holiday and price
Offer 5 day money back guarantee *
* Internal research revealed that we have an active 5 day
money-back-guarantee policy... offline only.
We made it an ONLINE policy.

65.
Calculate Potential
Heuristic Evaluation
Pre Verify Hypothesis
Test Behavior/Attitude

66.
OIL
‘Black Gold’

67.
Happy Holidays from