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Prospective
Optimization
“Practical Examples of Thomas Cook’s
Travel Beyond Web Analytics Data”
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Look in our Kitchen
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My Disclaimer
Tools don’t solve problems, people do,
YOU DO!
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No Endorsements
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False
Sense
of
Belief
No
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No Promises
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Better Understanding
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No content
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Inception
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Realization
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No content
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Planning
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Booking
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Personal
Details
Extras
Car etc.
Address
Phone
Payment
Selection
Booking
Complete
Leak
Analytics’ Booking Story
Leak
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Payment Selection
The Problem
What?
Why?
Leak
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Would allow this?
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would try this...
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What would you try?
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Prospecting
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Heuristic Evaluation
Research Attitude
Calculate Potential
Research Behavior
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Calculate Potential
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True Intent Conversion Rate
Visitors Purpose
Look for a holiday
Compare Prices
Book a holiday
Re-visit post booking
Talk to CS employee
Calculate Potential
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Visitors Book a holiday
12%
=
True Intent Conversion Rate
Calculate Potential
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Total Visitors 100,000 *
Booking Intention 12%
Average Order Value $1.000 *
Potential Revenue $12.000.000
* fictitious data
Real World Conversion 1% *
Actual Revenue $1.000.000
Difference -$11.000.000
True Intent Conversion Rate
Calculate Potential
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Would YOU allow this?
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Calculate Potential
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Heuristic Evaluation
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Down payment
5 options...
but only 1
offers 30%
down payment
aanbetaling
Heuristic Evaluation
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Why offer a ‘Down Payment’ option?
Heuristic Evaluation
Government regulated savings
Save 8% of your salary per month
Pay out in May of every year
Let everyone go on a holiday
Dutch Law
101
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Why offer a ‘Down Payment’ option?
Heuristic Evaluation
Pay out in May of every year
May
Local Laws & Behavior
dictate necessity.
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Why offer a ‘Down Payment’ option?
Heuristic Evaluation
of holidays are booked
during December/January
22%
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No content
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User Research
vs
Intuition
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Recognition
Primed Decision
Gary Klein
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When it looks like rain...
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1. Sign Recognition
2. Prior Experience
3. Decision/Behavior
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Who should you trust?
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Who should you trust?
vs
Users Experts
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My Personal Opinion
should include Users
Experts
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Heuristic Evaluation
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Research Attitude
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Research Attitude
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Target: Visitors in Booking Dialogue
Display: Move outside of active window
12.344
views
2.064
responses
...in 72 hours
Research Attitude
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I must first discuss this with my (travel)partner
I only wanted to know the total price
Total price was too expensive
I need to transfer money from my savings account first
I could not pay due to an error on the website
I prefer to book at a Travelshop
Other...
Why won’t you complete your booking?
Flight preferences
Display discounts
Research Attitude
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Payment Selection
The Problem
Down payments
0.5% of those surveyed.
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Payment Selection
The Problem
Real
31%
30%
Specific airlines avoided by potential customers
7%
Inconsistent discount display causing confusion
6%
Looking to book, but not alone, only with partner
Displayed offer not convincing enough
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Displayed offer not convincing enough
Looking to book, but not alone, only with partner
Specific airlines avoided by potential customers
Inconsistent discount display causing confusion
Poor Persuasion, Competitive Awareness
Functional Expectancy
Product Apprehension
Persuasion, Competitive Awareness
31%
30%
7%
6%
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Looking to book, but not alone, only with partner
Specific airlines avoided by potential customers
Inconsistent discount display causing confusion
Functional Expectancy
Product Apprehension
37%
30%
7%
Poor Persuasion, Competitive Awareness
Displayed offer not convincing enough
Research Attitude
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Research Attitude
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Test Behavior/Attitude
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Behavior
vs
Attitude
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Replay visits based on visitor IP address
Match Attitude (Say)
with Behavior (Do)
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Technical Error
use IP address to find
session in Tealeaf
Example
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Discovering Issues
n=1
Difficult
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Discovering Issues
1=n
Easier
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Match Attitude (Say)
with Behavior (Do)
No Tealeaf, No Sweat, Try...
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You set the tasks you want to test
Test anything, from mockups to (mobile) websites
Match Attitude (Say)
with Behavior (Do)
You (can) pick the participants
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Test Behavior/Attitude
Specific airlines avoided by potential customers
Product Apprehension
7%
On several desitnations, we offer Onur Air
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Test Behavior/Attitude
Specific airlines avoided by potential customers
Product Apprehension
7%
potential customers wanted (at least) Transavia
On several desitnations, we offer Onur Air
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Test Behavior/Attitude
* actual KISSinsights responses translated from Dutch to English
I don’t want to fly with Onur Air.
Can I pay extra to fly with Transavia instead of Onur Air?
I have some doubts about flying with Onur Air.
I only want to fly with Transavia.
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Test Behavior/Attitude
Can I pay extra to fly with Transavia instead of Onur Air?
I have some doubts about flying with Onur Air.
pay extra
doubts
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Test Behavior/Attitude
Test Hypothesis
pay extra
Will visitors pay a premium to fly
with a preferred carrier?
1/5
doubts
Are visitors really abandoning or
seeking out alternatives when
presented with Onur Air as carrier?
3/5
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Test Behavior/Attitude
doubts
Are visitors really abandoning or
seeking out alternatives when
presented with Onur Air as carrier?
Offer Alternatives
Save Conversions
3/5
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Test Behavior/Attitude
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Heuristic Evaluation
Pre Verify Hypothesis
Calculate Potential
Test Behavior/Attitude
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Inconsistent discount display causing confusion
37%
Displayed offer not convincing enough
What about...
Always be testing...
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Looking to book, but not alone, only with partner
30%
What about...
* Internal research revealed that we have an active 5 day
money-back-guarantee policy... offline only.
We made it an ONLINE policy.
Offer time-limited option on holiday and price
Offer 5 day money back guarantee *
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Heuristic Evaluation
Pre Verify Hypothesis
Calculate Potential
Test Behavior/Attitude
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OIL
‘Black Gold’
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Happy Holidays from