Website Optimization Internship Pedro


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A final presentation by Pedro Bogerd.

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Website Optimization Internship Pedro

  1. 1. Conversion optimization in practice. Pedro Bogerd (060500)
  2. 2. <ul><li>Content: </li></ul><ul><li>Conversion optimization: try-out case presented in 12 steps. </li></ul><ul><li>Short closure. </li></ul>
  3. 3. Website optimization - Introduction - 1 During my internship I was asked to participate in the first website optimization try out test on the main corporate website: In collaboration with Pieter van der Heijden (office / marketing manager) and an external company called Online Dialogue we performed a first conversion optimization test.
  4. 4. <ul><li>Website optimization - 2 </li></ul><ul><li>General objective of this first A/B try-out optimization test: </li></ul><ul><li>To measure the online behaviour of prospects and current customers on the main corporate website: </li></ul><ul><li>In detail: to understand what the visitor is planning to do on our website and to find out if a visitor could successfully book a specific reservation (conversion). </li></ul>
  5. 5. <ul><li>Website optimization - 3 </li></ul><ul><li>To perform structured tests in order to increase communication and </li></ul><ul><li>interaction on we needed the following three ingredients: </li></ul><ul><li>The possibilities of Van der Valk Internet B.V to perform a optimization test. (Tools, Employees, Goals?) </li></ul><ul><li>The online dialogues that aren’t so successful at this moment. (Measured by Google Analytics and via Expert reviews) </li></ul><ul><li>What influences the visitors current online behaviour? (context, knowledge, attitude?) </li></ul><ul><li>By composing several hypotheses we can design different variations. The answers </li></ul><ul><li>to these hypotheses will provide better insight on how to interact and communicate </li></ul><ul><li>with the online visitors of </li></ul>
  6. 6. <ul><li>Website optimization – 4 </li></ul><ul><li> in short: </li></ul><ul><li> is the main corporate website of Van der Valk Hotels & Restaurants were </li></ul><ul><li>visitors can find information about all different locations and their possibilities. </li></ul><ul><li>The online offer consists out of the following elements: </li></ul><ul><li>Hotel room overnight stays. </li></ul><ul><li>Packages. </li></ul><ul><li>Last minutes. </li></ul><ul><li>Large room reservations. </li></ul>
  7. 7. <ul><li>Website optimization – 5 </li></ul><ul><li>On this website we looked for locations / pages were we: </li></ul><ul><li>Understood what goal(s) a visitor had. </li></ul><ul><li>Saw that optimization was feasible. </li></ul><ul><li>Simply, within the possibilities of the organisation, could perform a test. </li></ul><ul><li>The chosen webpage: </li></ul><ul><li>We chose to perform a test on the ‘reservation’ webpage. This page, which is equal </li></ul><ul><li>to all hotel reservation pages, gains many visitors and results into many official </li></ul><ul><li>bookings. </li></ul><ul><li>Besides that, the webpage is technically easily changeable. The goal of </li></ul><ul><li>this webpage is also clear: gaining reservations! </li></ul>
  8. 8. Example of the ‘reservation’ webpage before testing:
  9. 9. <ul><li>Website optimization – 6 </li></ul><ul><li>The three self chosen hypotheses: </li></ul><ul><li>1: The webpage isn’t clear enough. We need a clear reservation ‘call to action button’ which will increase conversion. </li></ul><ul><li>2: Extra promotion of last minutes and special offers / packages will lead to more unique visitors and increase conversion. </li></ul><ul><li>3: We have to convince the visitor to book at by extra offers such as: a free cup of coffee and free WiFi connection. </li></ul>
  10. 10. Variation A: The new basic reservations web page (default web page)
  11. 11. Variation B: All three hypotheses packed in one variation.
  12. 12. Variation C: To test the effect of free coffee and WiFi we only present hypotheses 1 and 2.
  13. 13. Variation D: An other variation that present hypotheses 1 and 3 in one variation.
  14. 14. Variation E: An extensive version of option D to compare with variation B.
  15. 15. <ul><li>Website optimization – 7 </li></ul><ul><li>The software we used to perform the first conversion try-out test </li></ul><ul><li>on </li></ul><ul><li>Google Optimizer: to present the right variation in the right proportions (20% of total visitors per variation) to the web page visitors. </li></ul><ul><li>Google Analytics: to see what visitors did after they saw one of the five variations (what is booked?) </li></ul><ul><li>The best variation is determined by the total number of unique conversions per </li></ul><ul><li>variation regarding hotel room reservations, last minutes, special offers and </li></ul><ul><li>packages. </li></ul>
  16. 16. <ul><li>Website optimization – 8 </li></ul><ul><li>Results of the first conversion optimization test: </li></ul><ul><li>Variation A: Default version </li></ul><ul><li>Variation B: - 6,1% </li></ul><ul><li>Variation C: + 0,1% </li></ul><ul><li>Variation D: + 13,6% </li></ul><ul><li>Variation E: - 15,1% </li></ul><ul><li>In comparison with variation A (default) Version D is the winning variation with </li></ul><ul><li>+ 13,6% more conversion after 10 days of testing. Variation B and E are in </li></ul><ul><li>comparison very negative. </li></ul>
  17. 17. <ul><li>Website optimization – 9 </li></ul><ul><li>Answers to the three chosen hypotheses: </li></ul><ul><li>1: The web page isn’t clear enough. We need a clear reservation ‘call to action button’ which will increase conversion. = true! </li></ul><ul><li>2: Extra promotion of Last Minutes and special offers / packages will lead to more unique visitors and increase conversion. = Not true! </li></ul><ul><li>3: We have to convince the visitor to book at by extra offers such as: </li></ul><ul><li>A free cup of coffee and free WiFi connection. = Hardly no difference! </li></ul>
  18. 18. <ul><li>Website optimization – 10 </li></ul><ul><li>Conclusions: </li></ul><ul><li>The special offers of free coffee and free WiFi have no significant influence on conversion. </li></ul><ul><li>The offer of last minutes, special offers and packages distract visitors to reach their goals. (visitors take different routes). </li></ul><ul><li>The use of a clear call to action button that leads to direct conversion has a significant positive effect on conversion. </li></ul>
  19. 19. <ul><li>Website optimization – 11 </li></ul><ul><li>What to do next? </li></ul><ul><li>Implementing variation D on the reservation page on (This has already been completed on the current website). </li></ul><ul><li>Continuing to perform optimization test on other web pages to for instance increase conversion. This testing method can also be used on in the future. </li></ul><ul><li>New / recent results of other tests aren’t communicated yet. </li></ul>
  20. 20. <ul><li>Website optimization – 12 </li></ul><ul><li>What can we do to optimize the reservation page even better in the </li></ul><ul><li>future with the gained knowledge of the first optimization test: </li></ul><ul><li>1: testing if variation D without a special offer works even better. </li></ul><ul><li>2: testing other marketing tools to convince visitors to book a hotel room. </li></ul><ul><li>3: Inform visitors that bookings on are 100% reliable. </li></ul><ul><li>4: Adjust the navigation structure on the left side of the webpage. </li></ul>
  21. 21. <ul><li>Short Closure. </li></ul><ul><li>Special thanks to: </li></ul><ul><li>Ton Wesseling ( and Pieter van der Heijden (Office / </li></ul><ul><li>Marketing manager Van der Valk Internet B.V. </li></ul><ul><li>Future plans </li></ul><ul><li>Become a marketing manager with a specialisation in online marketing. </li></ul>