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 Time on Site

Reorder Image Gallery Before After Change (pts) Before After Change (pts) Before After Change (pts)

10 14.80% 15.50% +0.7 28.70% 26.00% -2.7 2.84 2.96 +0.12

No Change

10 18.80% 18.30% -0.5 28.68% 26.62% -2.06 2.76 2.95 +0.19

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 Bounce Rate SRP Revenue (ROM) Offer Visits

VDay Retail Rail 2015 2016YOY (pts) 2015 2016YOY (pts) 2015 2016YOY (%) 2015 2016YOY (%)

37 10.77% 12.07% +1.3 27.60% 29.01% +1.41 $7,336 $10,368 +41% 33 46 +39%

VDay RR & Image Gallery

3 11.18% 12.02% +0.84 29.87% 31.85% +1.98 $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 ccchinchilla621@gmail.com.