The document summarizes various web optimization tests conducted by Carolyn Chinchilla to improve key metrics like conversion rates. It describes 3 main tests: 1) Reordering images on a hotel gallery homepage to feature amenities increased conversion rates by 0.7 points. 2) Promoting "Bleisure" business/leisure packages in Raleigh increased weekend bookings and outperformed other hotels in revenue growth. 3) Retailing a Valentine's Day package on retail rails and homepage increased conversion rates by up to 1.3 points and SRP revenue by up to 277%.

1. Web Optimization Tests
By: Carolyn Chinchilla
February 2017
Portfolio & Results

2. Outline
• Test 1: Image Gallery
• Test 2: Business Travel Campaign
• Test 3: Valentine’s Day Retailing
• eCommerce Portfolio Results
• Awards & Recognition

3. Problem: The image gallery features exterior hotel images instead of the unique selling points (USPs) and amenities.
Solution: Optimize images to increase conversion rate. Images were chosen that features the free breakfast and
renovated lobby.
Result: Conversion rate increased +0.7pts to 15.5%.
Test 1: Gallery Image Reorder
BEFORE AFTER

4. Goal Increase Conversion Rate by optimizing the homepage gallery.
MVT Test
Reorder image gallery on the homepage to bring the best photos to the forefront vs. an
exterior hotel photo. 10 hotels in each split test.
Results
Changing the order of the images had a more positive change in CR and BR over sites that
have exterior images in the homepage gallery.
Test 1: Gallery Image Reorder
Feb 2015 - Feb 2016
# of Hotel Type of Change Conversion Rate Bounce Rate
Reorder Image Gallery Before After Change (pts) Before After Change (pts)
10 14.80% 15.50% +0.7 28.70% 26.00% -2.7
No Change
10 18.80% 18.30% -0.5 28.68% 26.62% -2.06

5. Test 2: Bleisure Campaign – Raleigh Test
Concept
Rebrand Weekend Getaway offer into a Business/Leisure Weekend Package with custom
messaging to attract business travelers, encouraging them to stay over the weekend.
Goal/Need
Because most bookings in Raleigh are during the week, the goal is to increase LOS to
weekends.
Market Insight
Raleigh is a hub for start-ups and small businesses, which makes it a travel destination for
business travelers.
Digital
Implementation
• Business Travel Landing Page
• Business/Leisure Weekend Package (Weekend Getaway)
• Retail Rail
• TripAdvisor Offer
• Email Newsletter Test
• SEO Keyword Strategy

6. Test 2: Bleisure Campaign – Implementation
Images show a mix of
business and leisure
amenities
Customized special offer
Metadata and keyword
optimization
Upsell messaging (meeting
space and things to do over
the weekend)
Optimized landing page for
business traveler

7. Test 2: Bleisure Campaign – Revenue Results
Bleisure Cluster Hotels Raleigh Market – w/out Bleisure Hotels
Result: Bleisure cluster hotels outperformed Raleigh Market benchmark in revenue YOY.

8. Test 2: Bleisure Campaign – SEO Results
Keyword Strategy:
business travel hotel in raleigh
Improved Ranking:
Ranked 3 hotels in top 5 organic positions.
Increased Quarterly Organic Revenue:
Bleisure Cluster +19%
vs.
Raleigh Market +10%.
1
2
3

9. Test 2: Bleisure Campaign – Raleigh Test

10. Test 3: Valentine’s Day Retailing
BEFORE
AFTER

11. Test 3: Valentine’s Day Retailing
Goal See if retailing a Valentine’s Day package improves CR and SRP Revenue.
MVT Test
Promote Valentine’s Day package on Retail Rails and Homepage Gallery. Implemented
January 20.
Results
• Promoting seasonal offers on RRs increased conversion rate the most by 1.3 pts to
12%.
• Adding a promotional banner to the image gallery + RRs improved results even more
in terms of Revenue by 277% and Offer Visits by 200%.
Jan 1 - Feb 28
# of Hotels Type of Change Conversion Rate SRP Revenue (ROM) Offer Visits
VDay Retail Rail 2015 2016YOY (pts) 2015 2016YOY (%) 2015 2016YOY (%)
37 10.77% 12.07% +1.3 $7,336 $10,368 +41% 33 46 +39%
VDay RR &
Image Gallery
3 11.18% 12.02% +0.84 $154 $582 +277% 1 3 +200%

12. eCommerce Portfolio Results

13. Circle of Excellence in eCommerce
Nominee
Above & Beyond Team
Member
Nominee
Q1 Top Tweeter for
Hilton Suggests
Winner
2016 Travel Blogger
Hilton Suggests
Winner
eCatch for Living the Hilton
Values
2X Winner
Awards & Recognition

14. Awards & Recognition

15. Awards & Recognition

16. See what people are saying about my work.
“Carolyn is the most knowledgeable eCommerce
Manager I had.”
- Victoria Dresner
Hilton Revenue Manager “Carolyn has done well in working with cross-functional teams such
as the social media team for managing Twitter, and within tasks
force like the rooms optimization project. Carolyn presents creative
solutions within the MVT team and has great ideas.
- Sharina Harris
Hilton eCommerce Senior Manager
Awards & Recognition

17. Thank you!
For questions and more information, please contact me at ccchinchilla621@gmail.com.