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Case study: Conversion optimization (CRO), AdWords optimization - TUI


Published on

Conversion and AdWords optimization.
Conversion rate +150%!
Increase of CTR of the ads.

Published in: Technology, Design

Case study: Conversion optimization (CRO), AdWords optimization - TUI

  1. 1. Case Study eCommerce for TUI Poland
  2. 2. TUI Poland •  TUI Poland is part of the world’s biggest tourist concern - TUI Travel PLC – quoted on the London Stock Echange. •  TUI Poland owns 63 representative offices. •  A complex presentation of the offer is available on the Website, which also allows for online reservations. The clients are also welcome to use the call centre. •  TUI’s offer includes: charter vacation, hotel reservations, flights, car rentals and much more.
  3. 3. Goals •  Increasing online sales Increasing revenue from each single sum of money spent on marketing. Introducing new traffic sources. •  Increasing the effectiveness of the online channel More visible clients’ engagement, higher conversion rates. Introducing new services and products available online. Strategy •  Introducing new traffic sources and optimization of the current ones. •  Conversion optimization on the Website.
  4. 4. Conversion Optimization Testing and Redesign of the Website
  5. 5. Goals The aim of our work at this stage was to rebuild TUI’s Webstie based on the results of our usability tests. We designed and run a series of tests which helped us achieve this goal. Methods In order to get the tips necessary to design a new page layout, we carefully chose the accurate tools for usability tests. 2a. Statistical analysis 1. Demands analysis 2b. Expert audit 2c. Eyetracking tests Expert consultations 3. Conclusions and recommendati ons 4. Interactive wireframes and mockups 5. Graphic design
  6. 6. 1. Demands Analysis •  First, we learned about the business demands and technical limitations. •  Then we met with people responsible for the product, communication and preparing the offers, customer service, technology and development. •  Moreover, we did a thorough recognition of the branch, we read articles, reports and met with independent experts on the tourist business. •  Armed with this knowledge, we could go to the next step – the analysis of the Website.
  7. 7. 2a. Statistical Analysis •  Traffic analysis based on statistics provided by Google Analytics let us detect usability and communication problems at a large scale – thanks to the statistics, we had hard data regarding particular elements and subpages. •  What is more, we were able to recognize the elements which were OK and did not need considerable modifications. To get the full picture, we just needed a couple of additional tests, which are described next. Some of the landing pages, especially special offers, have too high bounce rate. The Website does not use the pottential of the opinions – the users use them relatively rarely. […] The users get to this Website by chance, not planing to enter the transactional process, and back off quickly.
  8. 8. 2b. Expert Audit •  The analysis, run by a couple of independent experts, allowed for the estimation of the Website regarding usability. •  Apart from detecting errors and problems connected with usability, we enriched the analysis with complex recommendations based mainly on the tourist field. We also got the chance to learn about competition and benchmarks worldwide.
  9. 9. 2c. Eyetracking Tests •  The golad of eyetracking test was to detect usability problems. •  Thanks to the equipment monitoring points of the biggest interest (sight fixation) on the Website, we could observe what draws attention and what remains unnoticed. The test was qualitative. The eyetracker was rented from The frequency used to gather data reached 120 Hz, which, combined with the possibility to move one’s head freely, allowed us to get valuable data, resembling closely natural settings.
  10. 10. 2c. Eyetracking Tests An example of the first minute spent by the user on the home page while performing a task to find a given holiday. An example of eyetracking path. The dots mark the points of fixations (the bigger the dots, the longer the fixation lasted). The links between the dots represent saccadic movements.
  11. 11. 2d. Expert Consultations •  Apart from tests, analysis and reading a number of reports and articles, we followed the advice of our befriended experts from the tourist business. •  They helped us understand this business and we often used their support when making project decisions.
  12. 12. 3. Conclusions and Recommendations. Why so many tests? •  Conclusions and recommendations allowed us to come up with a new conception. •  Each tool was supposed to recognize a different fragment of the whole. •  Conclusions drawn from eyetracking tests confirmed earlier statistics and recommendations from expert analysis were a source of ideas for the designers.
  13. 13. 4. Interactive Wireframes Having gathered conclusions and recommendations, we started designing, which effected in interactive wireframes. We prepared over 20 prototypes and designed over 30 different looks representing key subpages. . Home page Search results Subpage of an offer
  14. 14. 5. Graphic Design Once the interactive wireframes were done, we got down to create graphic design. We wanted it to be fresh and modern, with a clear interface. Home page Search results Subpage of an offer
  15. 15. The main changes: The search engine is crucial According to the tests, the search engine was the crucial element of the Website. It is responsible for guiding the majority of the users to the proper offer. In its previous form, the search engine was somewhat problematic, especially regarding nonintuitive options and the very way it worked. What was more, the search engine was not visible enough.
  16. 16. The main changes: The search engine is crucial We proposed some changes. The search engine is wider and takes exactly half of the page’s width. In the second part, there is a dynamically scrolled banner presenting the newest offers. It also serves as a visual refreshment. We improved the search fields based on earlier analysis to make them more intuitive and effective.
  17. 17. The main changes: Can I place an order here? The former version of the Website did not suggest that it was possible to buy a holiday on it. In response to that, we prepared simple and clear copywriting texts suggesting reservations and added an attractive information section to the home page.
  18. 18. The main changes: How to put all this information on the home page? The former version of the Website presented only w few offers. We decided to change it, designing a large element in the form of bookmarks, which enabled us to put over 100 offers in one place.
  19. 19. The main changes: Megadropdown menu type is cool, but is it always? After our observation of the users and many discussion within our team, we decided to remove the megadropdown menu. Thanks to this simplification, the users can move around the Website much more freely.
  20. 20. The main changes: The users like to compare offers- lets make it easier for them. The nature of the business, with its numerous parameters and standards of their marking, causes the offers to be very difficult to compare, while the users often compare in order to pick the best offer. The particular options are often an individual matter and the users are often wiling to pay more for some facilities. To make it easier for the users to compare offers, we designed a new layout of the offers’ list. Dynamic filters, readable results and new icons of facilites increased the effectivenss of searching and comparing the offers.
  21. 21. The main changes: A transformed process of ordering Thanks to the wholly new process of booking, the users can indicate the options they are interested in and see how the price changes respectively. Moreover, right after entering the offer’s subpage, the total price is visible, which makes the ordering process run much more smoothly.
  22. 22. The main changes: Reservation in 3 simple steps Three steps of reservation, already present on the previous version of te Website, turned out to be truly easy to go through. So we decided to make only a couple of changes to improve the visual side and usability.
  23. 23. The main changes: Implementing social opinions • Implementing the possibility to add and share opinions, based on Facebook mechanisms • Lowering entry barriers – making the process of adding an opinion much more easier • Drawing new users (each opinion published on a user’s wall)
  24. 24. Results •  Increasing users’ engagement (accompanied by the increasing number of page visits) •  Increse of an average number of pages per visit from 6,78 to 10,43 •  Increase of an average time spent on the Website from 4:12 to 4:56 •  Decrease of bounce rate from 27,55% to 22,54% •  The bounce rate for the subpages of the offers decreased from 9,45% to 6,4% •  The bounce rate of search results decreased from 11,59% to 4,19% •  Conversion (accompanied by the increasing number of page visits) •  Conversion rate increased by 150%
  25. 25. Marketing Optimization of Traffic Sources
  26. 26. We start from the audit of the current state •  Sales are generated only by the branding campaigns. •  70% of the page visits coming from CPC are single visits. •  Meanwhile, as much as 16% paid reservations needed at least 12 contacts!
  27. 27. Organization of the Campaign •  Recommendations are quality-oriented (Quality Score). Quality Score: •  Influences the actual CPC of the keywords. •  Serves estimating rates for the first-page result. •  Determines whether a keyword is right. •  Influences the ad’s position in the ranking. •  Working on the Quality Score lowers the costs of AdWords and simultaneously retains or increases traffic. Example: Egypt – creating separate ad groups with separate keywords (holiday, vacation), separate for „last minute” for the hotel-connected keywords. Such a division allows one to create better ad texts and more diversified landing pages.
  28. 28. Keywords •  Matches – in an ad group, often one word is used in 3 matches. –  We suggested preparing keywords – from the more general to detailed – and giving them different types of maches (broad match, phrase match, exact match). Simultaneously, the list of mutually exclusive keywords should be constantly updated, especially in the groups where there are keywords in the broad match. •  Mutually exclusive keywords –  Currently, the campaign and ad groups have very little mutually exclusive keywords defined. In the case of general keywords and broad match (e.g. Chech Republic, China, Bali), tha ads are displayed and generate clicks in response to searched phrases totally unconnected to the offer. Example: Phrases that generated clicks (wrong matches): •  Spanish jobs •  Czech coal •  Czech Republic prices of mobile phones •  Leopold Staff description of a journey to Italy •  Madera doors •  Mexico weather •  Wooden houses •  Beijing warehouses •  Kubus games •  Beijing coordinates •  United Arab Emirates electrician jobs
  29. 29. Examples of Recommendations •  Developing the list of mutually exclusive keywords •  Modification of the types of matches for the current keywords •  LP modifications – e.g. by using filters to understand better what a user was looking for while typing a given phrase (better LP match to the searched phrase) •  Retargeting – as a method to use CPC to sale •  Testing more attractive ad texts: –  If an add includes % , CTR is over 3x better – 9,72% vs. 2,92% –  Words such as special offer, see, check do not work. Words „last, cheap, cheaper, discount, all inclusive” do work.
  30. 30. Constant Campaign Optimization •  Each channel that leads a user to the Website has to be analyzed with respect to its role in conversion rate at every stage. •  The procedure in each ad group with the phrase match should go as follows: –  Adding a new keyword. –  After a given time – analysis of the ad’s results for the keywords. While analyzing, a list of the phrases typed by the users, which provoked clicking on a given ad, should always be checked. In the case of keywords with the phrase match, often one word in the campaign is linked to several or even several dozen different searched phrases.
  31. 31. Summary Results
  32. 32. Results •  Marketing (sales campaign) –  Increase of CTR of the ads from 3,21% to 5,24% –  Lowering an average CPC from 0,73 to 0,61 –  Considerable growth in the number of page visits •  Increase of user engagement (accompanied by the increase of page visits) –  Increse of an average number of pages per visit from 6,78 to 10,43 –  Increase of an average time spent on the Website from 4:12 to 4:56 –  Decrease of the bounce rate from 27,55% to 22,54% •  Conversion (accompanied by the increase of page visits) –  Conversion rate grew by 150%.
  33. 33. Contact