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Wac 2012 Thomas Cook - Matthew Niederberger

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Presentatie Webanalytics Congres 2012 Thomas Cook - Matthew Niederberger tbv Marketingfacts verslag

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Wac 2012 Thomas Cook - Matthew Niederberger

  1. 1. Prospective Optimization“Practical Examples of Thomas Cook’s Travel Beyond Web Analytics Data”
  2. 2. Look in our Kitchen
  3. 3. My DisclaimerTools don’t solve problems, people do, YOU DO!
  4. 4. No Endorsements
  5. 5. NoFalseSenseofBelief
  6. 6. No Promises
  7. 7. Better Understanding
  8. 8. Inception
  9. 9. Realization
  10. 10. Planning
  11. 11. Booking
  12. 12. Analytics’ Booking StoryPersonal Extras Address Payment Booking Details Car etc. Phone Selection Complete Leak Leak
  13. 13. The Problem Payment Selection What? Leak Why?
  14. 14. Would allow this?
  15. 15. would try this...
  16. 16. What would you try?
  17. 17. Prospecting
  18. 18. Calculate PotentialHeuristic Evaluation Research Attitude Research Behavior
  19. 19. Calculate Potential
  20. 20. Calculate Potential True Intent Conversion Rate Look for a holiday Compare Prices Book a holidayVisitors Purpose Re-visit post booking Talk to CS employee
  21. 21. Calculate Potential True Intent Conversion Rate = 12%Visitors Book a holiday
  22. 22. Calculate Potential True Intent Conversion Rate Total Visitors 100,000 * Booking Intention 12%Average Order Value $1.000 * Potential Revenue $12.000.000Real World Conversion 1% * Actual Revenue $1.000.000 Difference -$11.000.000 * fictitious data
  23. 23. Would YOU allow this?
  24. 24. Calculate Potential
  25. 25. Heuristic Evaluation
  26. 26. Heuristic Evaluationaanbetaling Down payment 5 options... but only 1 offers 30% down payment
  27. 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 yearDutch Law 101 Let everyone go on a holiday
  28. 28. Heuristic EvaluationWhy offer a ‘Down Payment’ option? Pay out in May of every year Local Laws & Behavior dictate necessity.
  29. 29. Heuristic EvaluationWhy offer a ‘Down Payment’ option? 22% of holidays are booked during December/January
  30. 30. User Research vs Intuition
  31. 31. Gary Klein Recognition Primed Decision
  32. 32. When it looks like rain...
  33. 33. 1. Sign Recognition2. Prior Experience3. Decision/Behavior
  34. 34. Who should you trust?
  35. 35. Who should you trust? vs Users Experts
  36. 36. My Personal Opinion Experts should include Users
  37. 37. Heuristic Evaluation
  38. 38. Research Attitude
  39. 39. Research Attitude
  40. 40. Research AttitudeTarget: Visitors in Booking DialogueDisplay: Move outside of active window 12.344 2.064 views responses ...in 72 hours
  41. 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 expensiveI 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. 42. The Problem Payment Selection Down payments 0.5% of those surveyed.
  43. 43. RealThe Problem Payment Selection31% Displayed offer not convincing enough30% Looking to book, but not alone, only with partner7% Specific airlines avoided by potential customers6% Inconsistent discount display causing confusion
  44. 44. 31% Displayed offer not convincing enough Poor Persuasion, Competitive Awareness30% Looking to book, but not alone, only with partner Functional Expectancy7% Specific airlines avoided by potential customers Product Apprehension6% Inconsistent discount display causing confusion Persuasion, Competitive Awareness
  45. 45. Research Attitude Displayed offer not convincing enough37% Inconsistent discount display causing confusion Poor Persuasion, Competitive Awareness30% Looking to book, but not alone, only with partner Functional Expectancy7% Specific airlines avoided by potential customers Product Apprehension
  46. 46. Research Attitude
  47. 47. Test Behavior/Attitude
  48. 48. Behavior vsAttitude
  49. 49. Match Attitude (Say) with Behavior (Do) Replay visits based on visitor IP address
  50. 50. Example use IP address to find session in TealeafTechnical Error
  51. 51. Discovering Issues n=1 Difficult
  52. 52. Discovering Issues 1=n Easier
  53. 53. Match Attitude (Say) with Behavior (Do) No Tealeaf, No Sweat, Try...
  54. 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. 55. Test Behavior/Attitude 7% Specific airlines avoided by potential customers Product Apprehension On several desitnations, we offer Onur Air
  56. 56. Test Behavior/Attitude 7% Specific airlines avoided by potential customers Product Apprehension On several desitnations, we offer Onur Airpotential customers wanted (at least) Transavia
  57. 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. 58. Test Behavior/AttitudeCan I pay extra to fly with Transavia instead of Onur Air? I have some doubts about flying with Onur Air.
  59. 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. 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. 61. Test Behavior/Attitude
  62. 62. Calculate Potential Heuristic Evaluation Pre Verify HypothesisTest Behavior/Attitude
  63. 63. What about... Displayed offer not convincing enough37% Inconsistent discount display causing confusion Always be testing...
  64. 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. 65. Calculate Potential Heuristic Evaluation Pre Verify HypothesisTest Behavior/Attitude
  66. 66. OIL‘Black Gold’
  67. 67. Happy Holidays from

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