Download - Wac 2012 Thomas Cook - Matthew Niederberger
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Prospective Optimization
“Practical Examples of Thomas Cook’sTravel 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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FalseSenseofBelief
No
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No Promises
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Better Understanding
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Inception
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Realization
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Planning
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Booking
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PersonalDetails
ExtrasCar etc.
AddressPhone
PaymentSelection
BookingComplete
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
Heuristic Evaluation
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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
Heuristic Evaluation
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Heuristic Evaluation
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Down payment
5 options...
but only 1offers 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 yearMay
Local Laws & Behavior dictate necessity.
Dutch Law
101
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Why offer a ‘Down Payment’ option?
Heuristic Evaluation
Dutch Law
101
of holidays are booked during December/January22%
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User Researchvs
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 Recognition2. Prior Experience3. 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 UsersExperts
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Heuristic Evaluation
Research Attitude
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Heuristic EvaluationHeuristic Evaluation
Research Attitude
Heuristic Evaluation
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Research Attitude
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Target: Visitors in Booking Dialogue
Display: Move outside of active window
12.344views
2.064responses
...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 preferencesDisplay 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 ProblemReal
31%
30%
Specific airlines avoided by potential customers7%
Inconsistent discount display causing confusion6%
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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Heuristic EvaluationHeuristic Evaluation
Research Attitude
Heuristic Evaluation
Test Behavior/Attitude
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Test Behavior/Attitude
Research Attitude
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Behaviorvs
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 Hypothesispay 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 AlternativesSave Conversions
3/5
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Pre Verify Hypothesis
Test Behavior/Attitude
Pre Verify HypothesisPre Verify Hypothesis
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Heuristic Evaluation
Pre Verify Hypothesis
Calculate Potential
Test Behavior/Attitude
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Inconsistent discount display causing confusion37%
Displayed offer not convincing enough
What about...
Always be testing...
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Looking to book, but not alone, only with partner30%
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 priceOffer 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