Prospective Optimization: Thomas Cook's Travels Beyond Web Analytics (Data)

Transcript

1. Prospective Optimization “Practical Examples of Thomas Cook’s Travel Beyond Web

   Analytics Data”

2. Look in our Kitchen

3. My Disclaimer Tools don’t solve problems, people do, YOU DO!

4. No Endorsements

5. False Sense of Belief No

6. No Promises

7. Better Understanding

8. None

9. Inception

10. Realization

11. None

12. Planning

13. Booking

14. Personal Details Extras Car etc. Address Phone Payment Selection Booking

    Complete Leak Analytics’ Booking Story Leak

15. Payment Selection The Problem What? Why? Leak

16. Would allow this?

17. would try this...

18. What would you try?

19. Prospecting

20. Heuristic Evaluation Research Attitude Calculate Potential Research Behavior

21. Calculate Potential

22. 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

23. Visitors Book a holiday 12% = True Intent Conversion Rate

    Calculate Potential

24. 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

25. Would YOU allow this?

26. Calculate Potential

27. Heuristic Evaluation

28. Down payment 5 options... but only 1 offers 30% down

    payment aanbetaling Heuristic Evaluation

29. 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

30. Why offer a ‘Down Payment’ option? Heuristic Evaluation Pay out

    in May of every year May Local Laws & Behavior dictate necessity.

31. Why offer a ‘Down Payment’ option? Heuristic Evaluation of holidays

    are booked during December/January 22%
32. None

33. User Research vs Intuition

34. Recognition Primed Decision Gary Klein

35. When it looks like rain...

36. 1. Sign Recognition 2. Prior Experience 3. Decision/Behavior

37. Who should you trust?

38. Who should you trust? vs Users Experts

39. My Personal Opinion should include Users Experts

40. Heuristic Evaluation

41. Research Attitude

42. Research Attitude

43. Target: Visitors in Booking Dialogue Display: Move outside of active

    window 12.344 views 2.064 responses ...in 72 hours Research Attitude

44. 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

45. Payment Selection The Problem Down payments 0.5% of those surveyed.

46. 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

47. 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%

48. 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

49. Research Attitude

50. Test Behavior/Attitude

51. Behavior vs Attitude

52. Replay visits based on visitor IP address Match Attitude (Say)

    with Behavior (Do)

53. Technical Error use IP address to find session in Tealeaf

    Example

54. Discovering Issues n=1 Difficult

55. Discovering Issues 1=n Easier

56. Match Attitude (Say) with Behavior (Do) No Tealeaf, No Sweat,

    Try...

57. 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

58. Test Behavior/Attitude Specific airlines avoided by potential customers Product Apprehension

    7% On several desitnations, we offer Onur Air

59. 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

60. 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.

61. 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

62. 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

63. 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

64. Test Behavior/Attitude

65. Heuristic Evaluation Pre Verify Hypothesis Calculate Potential Test Behavior/Attitude

66. Inconsistent discount display causing confusion 37% Displayed offer not convincing

    enough What about... Always be testing...

67. 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 *

68. Heuristic Evaluation Pre Verify Hypothesis Calculate Potential Test Behavior/Attitude

69. OIL ‘Black Gold’

70. Happy Holidays from