customer journey - hsma€¦ · discover your customer journey 6. tobi books! convert website...
TRANSCRIPT
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CUSTOMER JOURNEY
numbers & experiences
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MoritzKlussmann
CEO / Geschäftsführer and Co-FounderCustomer Alliance
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INTRODUCING MYSELFWho am I
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INTRODUCING CUSTOMER ALLIANCEWho we are
To give control over reputation & bookings
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OUR SOLUTION
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DISCOVER YOUR CUSTOMER JOURNEY
Tobi the traveler 35 year old
W I T H
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R E S E A R C H D E C I S I O N P R E - S T A Y S T A Y P O S T - S T A Y
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R E S E A R C H
THE SEARCH FOR A HOTEL –WHO HAS THE BEST PRICE
FOR THE BEST REPUTATION?
DISCOVER YOUR CUSTOMER JOURNEY
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Tobi books!
CONVERT WEBSITE VISITS INTO BOOKINGS
D E C I S I O N
And receives an automatic confirmation
DISCOVER YOUR CUSTOMER JOURNEY
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The Importance of Reviews
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The Importance of Reviews
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The Importance of Reviews
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The Importance of Reviews
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Month Conversion Rate
October 1,2%
November 2,2%
December 1,1%
January 4,2%
February 4.3%
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The Importance of Reviews
Reviews have high impact on conversion rate
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Month Conversion Rate
October 1,2%
November 2,2%
December 1,1%
January 4,2%
February 4.3%
Reviews put live
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Pre-Stay Communication & UpsellTobi upgrades his room order
DISCOVER YOUR CUSTOMER JOURNEY
P R E - S T A Y
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E-Mail Address [email protected]
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The importance of a direct e-mail address● Click-Rate “normal” e-mail address: 33.2%● Click-Rate [email protected]: 24.6%⇒ 25.9% drop in click-rate!
Interesting Fact: Still more than 150,000 booking e-mail addresses in the last 6 months.
Question: Exact reason for difference is unknown.
Collect direct e-mail address. The click rate is 25.9% higher.
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Responsive E-Mails
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Option A Option B
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Responsive E-Mails
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Option Aresponsive
Option B
11.4% higher click-rate with responsive e-mail
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IMPROVE YOUR PERFORMANCE
1 – Tobi fills out his instant survey – he informs you that he would have liked some extra pillows in his room
2 – You send up some more pillows and make a note for the future
3 – Tobi improves his rating of your hotel’s performance
DISCOVER YOUR CUSTOMER JOURNEY
S T A Y
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Number of Questions in Questionnaire
More Questions - Less responsesMore than 15 questions: significant drop
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Tobi is redirected to your Google+ page, where he leaves a great review for your hotel
P O S T - S T A Y
DISCOVER YOUR CUSTOMER JOURNEY
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...just as well, Tobi could have been redirected to HolidayCheck, Zoover, Expedia, or Trivago to leave a review for your hotel
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Social Connect - Test 1
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Option A Option Bwith social connect
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Social Connect - Test 1
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Option A Option Bwith social connect
7.0% connected the review with a social profile9.4% less questionnaire conversions
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Social Connect - Test 2
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Option A Option B
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Social Connect - Test 2
3.7% connected the review with a social profile8.9% less questionnaire conversions
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Option A Option B
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Mandatory Name Field
Option B: 10.0% less conversion Data Quality vs. Data Quantity
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Option A
Option B
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Button vs. Text Link
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Option Awith green button*
Option B
* button text = “Submit Review”
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Button vs. Text Link
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Option Awith green button*
Option B
5.1% higher click-rate with button
* button text = “Submit Review”
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Tests without Result
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Male Female
no winner
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Clear Result - but what to do?
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232% higher conversionBut it this really helping?
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Tools for Tracking and Testing
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Optimizely ● A/B Testing Tool● Simple to use. No tech knowledge required.
Hotjar● Heatmaps● Polls & Surveys● Simple to use. No tech knowledge required.
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Summary
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Summary● Reviews increase conversion rate● Collect direct e-mail address. The click rate is 25.9% higher.● Responsive e-mails have 11.4% higher click-rate ● More Questions - Less responses. More than 15 questions:
significant drop in conversions● Data Quantity vs Data Quality - Social Connect and
mandatory name field lead to a significant decrease in conversion.
● Button vs. Text Link: 5.1% higher click-rate with button● A lot of tests do not show a winner. Some results are hard to
understand. ● Optimizely and Hotjar allow for A/B testing and user feedback
without tech knowledge
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Danke!
Moritz [email protected]
MOREBOOKINGS
MOREREVENUE
MOREREVIEWS
MOREREVENUE
BETTERPRICING
MOREREVENUE
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