Download - Web Optimization & A/B Test
Web Optimization Tests
By: Carolyn Chinchilla
February 2017
Portfolio & Results
Outline
• Test 1: Image Gallery
• Test 2: Business Travel Campaign
• Test 3: Valentine’s Day Retailing
• eCommerce Portfolio Results
• Awards & Recognition
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
Goal Increase Conversion Rate by optimizing the homepage gallery.
MVT TestReorder image gallery on the homepage to bring the best photos to the forefront vs. an exterior hotel photo. 10 hotels in each split test.
ResultsChanging 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
Test 2: Bleisure Campaign – Raleigh Test
ConceptRebrand Weekend Getaway offer into a Business/Leisure Weekend Package with custom messaging to attract business travelers, encouraging them to stay over the weekend.
Goal/NeedBecause most bookings in Raleigh are during the week, the goal is to increase LOS to weekends.
Market InsightRaleigh 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
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
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.
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%.
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Test 2: Bleisure Campaign – Raleigh Test
Test 3: Valentine’s Day Retailing
BEFORE
AFTER
Test 3: Valentine’s Day Retailing
Goal See if retailing a Valentine’s Day package improves CR and SRP Revenue.
MVT TestPromote 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%
eCommerce Portfolio Results
Circle of Excellence in eCommerceNominee
Above & Beyond Team MemberNominee
Q1 Top Tweeter for Hilton Suggests
Winner
2016 Travel BloggerHilton Suggests
Winner
eCatch for Living the Hilton Values
2X Winner
Awards & Recognition
Awards & Recognition
Awards & Recognition
See what people are saying about my work.
“Carolyn is the most knowledgeable eCommerceManager I had.”
- Victoria DresnerHilton 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 HarrisHilton eCommerce Senior Manager
Awards & Recognition
Thank you!For questions and more information, please contact me at [email protected].