engage 2013 - give your optimization program wings
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How to give your Optimisation Program Wings
Frans Poldervaart Web Analytics Manager
Tom Waterfall Director of Optimisation Solutions
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- 75 country websites - 23 different languages
- 1100 pages per country - Largest travel site in
Netherlands (Twinkle T100)
175.000 transac-ons per
month
24% online
KLM.com: By the numbers
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PEOPLE DRIVE SUCCESS
1. How to get started
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• Increase share in online sales • Use the most effective acquisition channel • Increase flying blue members • Make it easier for customers to navigate and purchase • Increase ancillary revenue • One stop shop • Ensure customers’ experiences are more positive
1. How to get started: Identify Your Goals Upfront
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1. How to get started
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1. How to get started
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1 2
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Control
Inspiration
Functional
Trust
1. EXAMPLE: How we took off
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Inspiration
1. EXAMPLE: How we took off
+14.11% Conv.
+5,400 Bookings
+€3.8 Million
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1. How to get started: Following Take Off
• Use all the tools at your disposal • Begin Brainstorming test ideas
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2. Getting buy-in: Start an illegal gambling ring
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1. EXAMPLE: Starting an illegal gambling ring
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2. Getting buy-in: Infiltrate & Cultivate
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2. Getting buy-in: Shout about results & learning
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2. EXAMPLE: Shout about results & learning
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+23% Lift
2. EXAMPLE: Shout about results & learning
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3. Planning & Prioritization: Companies struggle
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Booking Details page tests Changes to structure, arrangement or functionality
Revenue Potential
Com
plex
Homepage tests Any display/messaging Related tests
Search results page functionality Tests with filters, modifying search
Strikethrough pricing Affecting display, but only doable during sales
Search results page display Promo codes, supplier logos, messaging
Booking Details page tests
Across the site Inclusions, messaging of any kind
Exceptions testing No results pages etc.
HIGH
HIGH
MID
MID
MID
?
?
HIGH
This chart is based on tentative information presented, and elements might move around based on new data available. Starbursts indicate revenue lift potential.
3. Planning: Focus on quick wins
Sim
ple
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3. EXAMPLE: ROI Potential vs. Complexity
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3. Planning: Prioritise a mix of simple & complex
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+2.6% Lift
3. EXAMPLE: Mixing Simple and Complex
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+39% Lift
3. EXAMPLE: Mixing Simple and Complex
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Control
3. EXAMPLE: Mix & Match
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Level 2 Level 1 (Control)
Level 3 Level 4
Level ‘Next step’ conversion rate
Lift / Chance to Beat Control
Booking Confirmation
Rate Lift /
Chance to Beat Control
1 33.23% --- 3.41% ---
2 34.91%
+5.05% (99.43% chance to beat
control)
3.21%
-5.84% (Not Significant)
3 35.05%
+5.48% (99.64% chance to beat
control)
3.71%
+8.64% (85%% chance to beat control)
4 36.12%
+8.69% (99.79% chance to beat
control)
3.62%
+6.04% (Not Significant chance to beat
control)
All alternate button copies drove significantly more visitors to the next step and also had a positive impact on Bookings.
3. EXAMPLE: Mixing Simple and Complex
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Level 2
Level 1 (Control)
Level ‘Next step’ conversion rate
Lift / Chance to Beat
Control
Booking Confirmation
Rate
Lift / Chance to Beat
Control
1 33.76% --- 3.37% ---
2 35.95% 6.47%
(99.99% chance to beat control)
3.60% +6.69%
(87% chance to beat control)
Underlining City and Price and making the whole row clickable is driving significantly more visitors to the next step, and is showing promise with Bookings
3. EXAMPLE: Mixing Simple and Complex
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The ‘Clickable Row’ had the highest impact at the
booking confirmation rate, with a +6.69% lift
+150 Bookings +6.69%
Lift
3. EXAMPLE: Mixing Simple and Complex
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3. Planning: Mix & Match between markets/journeys
Bookings
Car Hire
Email Sign-Up
US Traffic Rest of World
English
Spanish
Mobile / Tablet Site
Loyalty Registration
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3. Planning: Revisit priorities quarterly
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4. EXAMPLE: EU Cookie Law Test Background
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4. EXAMPLE: EU Cookie Law Test Background Level 4 Control
Experiment Page Run Date Click button Conversion
Lift Confirmation page
(confidence interval) Conversion
Lift
Control 12/11/2012 – 26/11/2012
- --- 2.98% (+/- 0.21%) ---
Optimal 2.43% (+/- 0.07%) - 3.09% (+/- 0.21%) +3.64%
Optimal
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“My unborn nephew owns a smartphone,” says person on street.
4. EXAMPLE: Mobile & Tablet
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4. EXAMPLE: Mobile & Tablet – make a case +61.32% Search “Despite the [rapid
growth of mobile] , 69 companies in the FTSE 100 had done nothing to “optimise” their websites for mobiles…”
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4. EXAMPLE: Mobile & Tablet – fix it
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4. Be Thoughtful: Track more, Learn more
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When the “Filter by Location” option was amended to a dropdown… …visitors used the ‘Star Rating’, ‘Filter by Board’, and Map tools significantly more. Explanation: the dropdown takes up far less real estate and therefore places further emphasis on other filters. Additional Insight: the increased usage of star rating, by board and the map tool correlated positively with an increase in hotels booked. Recommendation: continue to test filter ordering, emphasis, and style to identify the real drivers behind hotel bookings.
4. EXAMPLE: Track more, Learn More
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5. The Path Ahead for
• From 0.5 FTE to 2 FTE dedicated to the conversion optimization program
• Large and complex testing continuing with full support from experts
• Small tests conceived and built by KLM
• Increase communication within the organization
• Proactive testing associated with site developments • Responsive design • New applications
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Lessons Learned • Takeoff requires a central owner and initial testing that
focuses on business value
• Attain departmental buy-in through a healthy mix of sharing and gambling
• Plan ahead, and revisit your plans regularly
• Keep it simple and look at all your journeys, markets and goals
• Keep your program fresh through innovation and relevance
• Once you’ve taken off, don’t plan on ever landing!
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