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Wac 2012 Thomas Cook - Matthew Niederberger
- 1. Prospective Optimization “Practical Examples of Thomas Cook’s Travel Beyond Web Analytics Data”
- 2. Look in our Kitchen
- 3. My Disclaimer Tools don’t solve problems, people do, YOU DO!
- 6. No Promises
- 9. Inception
- 10. Realization
- 12. Planning
- 13. Booking
- 14. Analytics’ Booking Story Personal Extras Address Payment Booking Details Car etc. Phone Selection Complete Leak Leak
- 15. The Problem Payment Selection What? Leak Why?
- 16. Would allow this?
- 18. What would you try?
- 19. Prospecting
- 20. Calculate Potential Heuristic Evaluation Research Attitude Research Behavior
- 22. Calculate Potential True Intent Conversion Rate Look for a holiday Compare Prices Book a holiday Visitors Purpose Re-visit post booking Talk to CS employee
- 23. Calculate Potential True Intent Conversion Rate = 12% Visitors Book a holiday
- 24. Calculate Potential True Intent Conversion Rate Total Visitors 100,000 * Booking Intention 12% Average Order Value $1.000 * Potential Revenue $12.000.000 Real World Conversion 1% * Actual Revenue $1.000.000 Difference -$11.000.000 * fictitious data
- 25. Would YOU allow this?
- 28. Heuristic Evaluation aanbetaling Down payment 5 options... but only 1 offers 30% down payment
- 29. Heuristic Evaluation Why offer a ‘Down Payment’ option? Government regulated savings Save 8% of your salary per month Pay out in May of every year Dutch Law 101 Let everyone go on a holiday
- 30. Heuristic Evaluation Why offer a ‘Down Payment’ option? Pay out in May of every year Local Laws & Behavior dictate necessity.
- 31. Heuristic Evaluation Why offer a ‘Down Payment’ option? 22% of holidays are booked during December/January
- 33. User Research vs Intuition
- 34. Gary Klein Recognition Primed Decision
- 35. When it looks like rain...
- 36. 1. Sign Recognition 2. Prior Experience 3. Decision/Behavior
- 37. Who should you trust?
- 38. Who should you trust? vs Users Experts
- 39. My Personal Opinion Experts should include Users
- 43. Research Attitude Target: Visitors in Booking Dialogue Display: Move outside of active window 12.344 2.064 views responses ...in 72 hours
- 44. 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 expensive I 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
- 45. The Problem Payment Selection Down payments 0.5% of those surveyed.
- 46. Real The Problem Payment Selection 31% Displayed offer not convincing enough 30% Looking to book, but not alone, only with partner 7% Specific airlines avoided by potential customers 6% Inconsistent discount display causing confusion
- 47. 31% Displayed offer not convincing enough Poor Persuasion, Competitive Awareness 30% Looking to book, but not alone, only with partner Functional Expectancy 7% Specific airlines avoided by potential customers Product Apprehension 6% Inconsistent discount display causing confusion Persuasion, Competitive Awareness
- 48. Research Attitude Displayed offer not convincing enough 37% Inconsistent discount display causing confusion Poor Persuasion, Competitive Awareness 30% Looking to book, but not alone, only with partner Functional Expectancy 7% Specific airlines avoided by potential customers Product Apprehension
- 51. Behavior vs Attitude
- 52. Match Attitude (Say) with Behavior (Do) Replay visits based on visitor IP address
- 53. Example use IP address to find session in Tealeaf Technical Error
- 54. Discovering Issues n=1 Difficult
- 55. Discovering Issues 1=n Easier
- 56. Match Attitude (Say) with Behavior (Do) No Tealeaf, No Sweat, Try...
- 57. 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
- 58. Test Behavior/Attitude 7% Specific airlines avoided by potential customers Product Apprehension On several desitnations, we offer Onur Air
- 59. Test Behavior/Attitude 7% Specific airlines avoided by potential customers Product Apprehension On several desitnations, we offer Onur Air potential customers wanted (at least) Transavia
- 60. 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
- 61. Test Behavior/Attitude Can I pay extra to fly with Transavia instead of Onur Air? I have some doubts about flying with Onur Air.
- 62. 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
- 63. 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
- 65. Calculate Potential Heuristic Evaluation Pre Verify Hypothesis Test Behavior/Attitude
- 66. What about... Displayed offer not convincing enough 37% Inconsistent discount display causing confusion Always be testing...
- 67. 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.
- 68. Calculate Potential Heuristic Evaluation Pre Verify Hypothesis Test Behavior/Attitude
- 69. OIL ‘Black Gold’