The document discusses Alitalia's digital analytics strategy and optimization efforts. It aims to (1) make all products and services available online, (2) provide intuitive user experiences, (3) engage customers directly to build loyalty. Alitalia uses WebTrends to measure key metrics, share data between departments, and optimize pages based on A/B testing. Testing of special offer pages found font size and button changes increased conversions by up to 5.56%. Future efforts include segment testing and personalization to create customized experiences on Alitalia.com.

1. ALITALIA.COM
Webtrends Workshop
The power of digital analytics
Milan, 07th June 2012
Nicola Arnese
Alitalia VP e-Commerce

2. 2
DIGITAL STRATEGY: CUSTOMER TOUCH POINTS CYCLE
Social Sharing
Personal Area
Customer Care

3. DIGITAL STRATEGY: OUR AMBITION IS TO:
□ make the whole range of products
and services available at the on-
line channels
□ provide simple, consistent and
intuitive user experience
□ engage customers in a direct
relationship to create intimacy and
loyalty
□ express corporate and brand
identity
3

4. 4
THE ANALYTICS APPROACH
MEASURE SHARE OPTIMIZE
THE NEXT
THING
supported by webtrends

5. MEASUREMENT
5
Devices
Platforms

6. 6
MEASUREMENT
Campaigns
Behaviors

7. 7
THE ANALYTICS APPROACH
MEASURE SHARE OPTIMIZE
THE NEXT
THING
supported by webtrends

8. Standard daily eMail including most
relevant KPIs to major company
stakeholders:
• Executives
• Marketing
• Revue Management
• Ground Operations
• Market Sales
DATA SHARING AND ANALYTICS EVANGELIZATION
8

9. 9
THE ANALYTICS APPROACH
MEASURE SHARE OPTIMIZE
THE NEXT
THING
supported by webtrends

10. 10
CUSTOMER EXPERIENCE IMPACTS ON SALES
A simple, consistent and intuitive user experience
increase sales & reduce costs
We optimize to:
□ enable customers to find what they
want quickly
□ ensure buttons/commands are in
right place
□ target customers with right content
□ simplify the Purchasing & Service
Processes
□ Improve conversion (revenue &
services)

11. Webtrends Optimize
1st Test

12. Page Background
The special offer page is the primary entry
point for the website, even more so than the
Homepage. The goal of the test is to drive
more traffic into the booking funnel and
generate uplift in Booking Conversion.
Measured Conversion Events
• Primary: Select Flight
• Secondary: Receipt (Booking Conv.)
Test Run Dates
12 – 25 October 2011
Test Details
512 Possible experiments
12
SPECIAL OFFER OPTIMIZATION
Original page
“Control”

13. 13
*Data is based on unique views and unique conversions and results from 12– 25 October 2011
+5.56%
Lift
+5.56%
Lift
Original page Optimal page
SPECIAL OFFER ORIGINAL VS. OPTIMAL
+5,56%
Lift
481
Extra Bookings
+1,100
mon. potential
bookings
+ €220,000
monthly
potential

14. Optimal
+2,3%
Optimal
+2,3%
Increasing the font size in the search gadget converted more visitors to
select flight page from the search gadget and overall helped lifting the
number of bookings.
Original font Bigger font
FACTOR RESULT: SEARCH GADGET
14

15. Optimal
+3.67%
Optimal
+3.67%
Increasing the size of the search button in the special offers made the call to
action stand out clearer and added +3.67% clicks to it
FACTOR RESULT: SEARCH BUTTON
Original button Bigger button
15

16. Original
Optimal
+3,86%
Optimal
+3,86%
Take advantage
No Surprise
Benefits
Even though the ‘no surprise’ message did have the bigger lift towards
the select flight page, the check-marked benefits carried a higher lift
through to the receipt page.
FACTOR RESULT: HEADLINE
16

17. Optimal
+3.12%
Optimal
+3.12%
When the anchors were present 4.24% of the users clicked them.
While the anchors didn’t show an immediate impact on the next step
but they generated a marginal lift in bookings
FACTOR RESULT: ANCHORS
Original Anchors
17

18. Acquista ora » Cerca le occasioni »
Optimal
+5,44%
Optimal
+5,44%
The button ‘scegli»’ created the biggest lift in bookings and was
therefore declared the optimal level.
FACTOR RESULT: OFFER BUTTON
Original Scegli >>
18

19. Control
Even though displaying the payment methods or security icons initially had a
positive influence on the click-throughs to select flight for the search gadget, the
number of bookings went down and these levels were not considered for the
optimal.
Payment methods
Security icons Payment methods & security icons
None
FACTOR RESULT: PAYMENT
19

20. Webtrends Optimize
2nd Test

21. TEST OVERVIEW
Page Background
The goal of this test was to compare the
Italy-wide Special Offers page against a
Calabria- specific Special Offers page
for the segment Calabria. The test shows
that the targeted content drives more
bookings in general and especially
through the listed offers.
Measured Conversion Events
Primary: Flex DateSecondary:
Select Flight / Confirmation
Test Details
Test type: AB
Experiments: 2
Run Dates: 21 Dec 2011 – 70 days
Original page
“Control”
21

22. TEST RESULTS
+12.69%
Lift
FlexDate
+12.69%
Lift
FlexDate
+7.09%
Lift
Bookings
+7.09%
Lift
Bookings
+7,09% 12,6%
Lift
473
Extra Bookings
+1,120
mon. potential
bookings
+ €229,000
monthly
potential
Original page Optimal page
22

23. Work in progress
3rd Test

24. 24
* More than 200 links with less than 0,2% share
CUSTOMER BEHAVOUR FROM HP
ACTUAL HP SCOPE
•Grant immediate access to flight search and
purchase
• grant access to main services functionalities
(checkin, flight status, timetable)
•Grant visibility to Alitalia pricing and products
•Grant vibility to partnership activites
ALITALIA.COM HOME PAGE
12%
6%
5%
Bounce
Others* 29%
Other services
Check-in
Special Offer
9%
Booking
39%

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A/B TEST: CONSERVATIVE VERSION
ANALYSES
1. Booking form aligned to the right side
2. Tab navigation for other services (my
res, web check-in, hotel and auto)
3. Login area on the top right side
4. Slideshow of banner with overlaying text
promoting six fares
5. Icons for main service functionalities
(flight status, timetable, contacts and
assistance)
6. Ancillary spaces in textual boxes
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking form
1
2
Fold line
3
4
5
6
IMPORTANT
for A/B Testing purpose, actual digital brand guidelines have been used

26. 26
A/B TEST: META SEARCH VERSION
ANALYSES
1. 100% wide booking form aligned in the
middle of the page
2. Tab navigation on the top of the booking
form links to the main services (my res,
check-in, flight status, hotel and auto)
3. Login area on the top right side
4. Banner-free
1. Display of nine promotional fares on the
right side
2. Newsletter box next to the promotional
fares
3. Ancillaries space located at the bottom
with text + icons
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking
form
1
2
3
4
5
6
7
Fold line
IMPORTANT
for A/B Testing purpose, actual digital brand
guidelines have been used

27. 27
A/B TEST: EVOCATIVE VERSION
ANALYSES
1. Evocative image on the background
2. Booking form is reduced to “from/to”
fields and expanded when clicked.
3. Vertical navigation of the main services
(my res, web check-in, hotel, auto and
ancillaries)
4. Rotating banner area at the bottom of
the image on the right side
5. Login area on the top right side
6. Display of six promotional fares
Note:
Final version of this Home Page will include geo-targeted
fares and automatic prefilling of origin in the booking
form
1
2
3
4
5
6
Fold line
IMPORTANT
for A/B Testing purpose, actual digital brand guidelines have been used

28. 28
A/B TEST: EVOCATIVE VERSION
EVOCATIVE 2 EVOCATIVE 3
IMPORTANT
for A/B Testing purpose, actual digital brand guidelines have been used

29. 29
A/B TESTING
Results from 18/04/12 to 02/05/12
Actual Conservative Meta Search Evocative 1 Evocative 2 Evocative 3
Look to Book 36.22% 36.06% 37.07% 36.37% 35.79% 36.5%
Receipts 2.491 2.420 2.378 2.426 2.461 2.342
Conv. Rate 2.42% 2.39% 2.31% 2.37% 2.41% 2.30%
Look to Special Offers 7,91% 8,82% 8,85% 10,03% 9,86% 9,88%
Look to Ck-in 5.94% 5.62% 5.88% 6.33% 6.44% 6.44%
Look to NewsLetter 0.03% 0.05% 0.04% 0.03% 0.04% 0.05%
Source: WebTrends Optimize
Of the 3 models tested, the evocative version is the one that achieved best overall results.
Also comparing to the current HP, it was the evocative version to reach the same level of booking conversion rate
(while other versions performed worse) and to improve the access to other services (+0.5 pp to look to check-in) and
to Special Offers (+2 pp)
we tested the effectiveness of 3 different backgrounds in the Evocative HP: Hiker on a neutral background (Evo1),
Tuscany (Evo2), Tuscany (Evo2), The 3 versions showed results too close to eachother and very slight differences
to make a call at this stage.
The test confirmed the Evocative version, wich also better satisfies the needs of alitalia.com new Home Page, as the
best model for our conversion goals.

30. •Dedicated Optimize person
•Clear process & strategy
•Experience of Consultants with
great test ideas
•Weekly call with Optimize
(roadmap)
•Communicate results in your
organization
•Use learnings
KEY SUCCESS FACTORS
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31. What’s next?

32. NEXT STEPS
Segment TestingGeneral Testing Targeting Personalization
Next 6 monthsPast 8 months
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33. 33
TARGETING & PERSONALIZATION
create a
unique and
customized
experience on
alitalia.com

34. Thank you