2015 MITX eCommerce Summit Responsive Design UX Testing Speaker: David Krauter (@islandmentality), President, SmarterTravel & Independent Traveler, TripAdvisor A great site design is imperative for eCommerce. There is a lot to consider in determining what works for your brand and incentivizes customers to convert: design, data, device, and the list goes on. Jetsetter, a TripAdvisor owned flash sales site for high-end travel deals, has been known for a strong user experience (UX) interface. But technologies are constantly changing, so in order to keep up with new user expectations, Jetsetter recently launched a new full bleed responsive design site on the mobile web and desktop. In this session, David Krauter, General Manager of Jetsetter and the President of SmarterTravel and Independent Traveler at TripAdvisor, will discuss his team’s approach to balancing speed and aesthetics in creating a great user experience across their web properties. Krauter will discuss the nuts and bolts of rapid AB testing, how different iterations impact the overall conversion rate, and share examples of various results and actions (intended and not). What are the consumer expectations of an eCommerce site and how do brands live up to them? Join us for a practical and applicable session to learn more.

1. UX TESTING AND RESPONSIVE DESIGN
David Krauter
@islandmentality
President, SmarterTravel &
Independent Traveler
TripAdvisor

2. 2
David Krauter
President, SmarterTravel, GM of Jetsetter

3. WHAT IS JETSETTER?
3

4. the go-to brand for travelers with discerning tastes

5. To provide insider deals, unique experiences,
and thoughtful insights to our members,
allowing them to book with ease and confidence
wherever and whenever they choose.
OUR MISSION

6. 2014
Jetsetter hits over
20 million members
2013
Jetsetter joins the
TripAdvisor Media
Group
2009
Jetsetter launches,
as part of the Gilt
Groupe
20
MILLION
MEMBERS
OUR STORY
6

7. • Limited-Time Sales
Flash-Sale Pricing at up
to 40% off.
• The Retail Collection
Full price hotels available
year-round.
• Personal Travel Planning
Expert advice, recommendations and
customized trips.
• Mobile Apps
Award-Winning iPhone and iPad
apps to stay connected on the
go.
7
WHAT WE OFFER
• Content
Immersive,
visually-stunning
and highly-engaging
content.

8. 8
TRUST INSPIRATION VALUE TASTE

9. INSPIRATION
9

10. t 10
ACCESS

11. 11
OUR MEMBERS are ….
85% MORE
Risk Takers
64% MORE
Trend Setters
64% MORE
Beauty Conscious

12. 12
OUR MEMBERS are ….
40% MORE
Likely to buy brands that reflect their style
36% MORE
Style/Fashion Conscious

13. WHY IS JETSETTER DIFFERENT?
13
At Jetsetter we put the customer
into the context of experience.

14. 14
One of the largest boosts in happiness
comes from
the simple act of planning a vacation.
*Study, published in the journal Applied Research in Quality of Life

16. Focus on the Funnel

18. Focus Groups

19. FOCUS GROUPS

20. TASK BASED TESTING
Task-Based Testing

21. TASK BASED TESTING

22. Jetsetter Approach

23. JETSETTER APPROACH
LISTENING LABS DATA ANALYSIS
+
TEST IDEAS
=

24. CHOOSE YOUR SUCCESS METRICS
SUCCESS
METRICS

25. FOCUS ON WHAT MATTERS
80% OF TIME
EXPENDED
20% OF TIME
EXPENDED
20% OF
RESULTS
80% OF
RESULTS
MANY
TRIVIAL
TASKS
FEW VITAL
TASKS

26. DESIGN FOR RESULTS

27. DESIGN FOR RESULTS

28. BE WILLING TO ACCEPT RESULTS

29. TEST!
Test Measure
Iterate

31. 31

32. 32
19%IN
CONVERSION

34. 34

35. 35
21%IN CHECKOUT PAGE VIEWS

37. 37

38. 38

39. 39

40. 40
IN
CONVERSION
6%

42. 42

43. 43

44. 44

45. 45
IN CONVERSION
18%
IN BOUNCE RATE
10%

48. IN CLICK THROUGH RATE
14%

49. IN CLICK THROUGH RATE
22%
IN CONVERSION RATE
68%
Mobile Breakdown:

51. o Start with your customers
(preferably watch them)
o Look at your data
o Focus on the Funnel
o Obey the 80/20 rule
o Design for results
o Test/Measure/Iterate
o Repeat!
IN SUMMARY

52. March 5, 2015