Product(&(Technology(Update( James(Kea8ng( Aug(9,(2013(Brown(Bag(Lunch(
PURCHASE PATH
IMPROVING CONVERSION RATES
HIGH LEVEL VIEW OF PROJECT PHASE 1: Q3 / USER INTERFACE (UI) UPDATES – Not changing our offers – Re-Structuring the way we present information to the consumer
PHASE 2: Q4 / OFFER UPDATES – Evaluating broad usage of Auctions • Dates-Not-Guaranteed performed better with consumers than Auctions – Add new features • Electronic Confirmation on Buy Now • Travel Insurance • Regional Day Trips
PHASE 3: OPTIMIZE PRICES
PURCHASE PATH
CONVERSION RATES
Conversion Rate Spectrum
Pure Media
.25%
.32%
.45%
LL 2013
LL 2016
Luxury Travel potential
2.8%
OTA Industry Average
Pure Direct Response
LUXURY BRANDS NORMALLY ACHIEVE 16% OF THE INDUSTRY AVERAGE FOR CONVERSION RATES *
* http://luxurysociety.com/articles/2012/01/critical-considerations-for-luxury-brands-launching-ecommerce
UI UPDATES
WEEKLY SCHEDULE
TESTS CONDUCTED IN THREE PHASES: 1. DES: UI/graphical design (Product) 2. ENG: Engineering / coding (Technology) 3. MSR: Measure test against control (whole team)
OTHER WORK 1. Hotel Client survey on Auctions 2. Major overhaul of transactional code 3. Kapow intelligence for AMs to make package recommendations Project(
TEST(
22- 29- 5- 12- 19- 26- 29- 16- 23- 30- 7-( 14- 21- 28- 4Jul( Jul( Aug( Aug( Aug( Aug( Sep( Sep( Sep( Sep( Sep( Oct( Oct( Oct( Oct( Nov(
ENG( MSR( MSR( Retest(old(offer(row( LisCng( DES( ENG( ENG( MSR( MSR( Redesign(Offer(Row,(Lge(image,(single(price( LisCng( ENG( ENG( ENG( Search(reorder(with(conversion(rate( PDP( DES( DES( ENG( ENG( MSR( MSR( UI(Cleanup(of(PDP(package(offers( PDP( DES( DES( ENG( ENG( MSR( MSR( Filter(All(packages(based(on(master(date(selector( PDP( DES( DES( ENG( ENG( Add(Auc8on(/(Buy(Now(filter( PDP( DES( DES( Refine(and(Update( PDP/CO( Change(PDP(layout(to(start(with(only(one(price( Home(Page(Search(Bar(presenta8on( DES( DES( DES( Home(Page(Merchandising(Modules( DES( DES( DES( General( Site(Width( DES( DES( General( Display(Ad(Placement( DES( DES( DES( General( NewsleWer(sign(up(prominence( DES( DES( General( Family(Vaca8on(Sec8on((FG(Offers)( DES( LisCng(
ENG( MSR( MSR(
MSR( MSR( ENG( ENG( MSR( MSR( DES( DES( DES( ENG( ENG( MSR( MSR(
DES( DES( DES( ENG( ENG( ENG( ENG( MSR(
UI UPDATES
LISTING PAGE TEST 1
TESTED OLD LISTING PAGE AGAINST A SIMPLER PAGE
TEST CONSTRUCT " GOAL: ENCOURAGE MORE CONSUMERS TO VISIT HOTEL PDP WITHOUT SACRIFICING OTHER METRICS " PAGE DIFFERENCES – Single, low price – Feature savings (Percent Off) – Consistent offer row height
TEST CONDUCTED: " 50% OF VISITORS RECEIVED OLD LISTING PAGE " 50% OF VISITORS RECEIVED TEST
UI UPDATES
LISTING PAGE TEST 1, ORIGINAL (CONTROL) & TEST
UI UPDATES
LISTING PAGE TEST 1 RESULTS
SITE PERFORMANCE AND ECOMMERCE SUMMARY
Lis8ng(Page(Control( Lis8ng(Page(Test( Variance(
Lis8ng(Page(Control( Lis8ng(Page(Test( Variance(
Site(Health( Visits( Pages/Visit( Pageviews( Bounce(Rate( Time(on(Site( PDP(CTR( 28,009( 6.55( 183,561( 19.18%( 7:55( 61.35%( 28,018( 7.03( 196,945( 17.37%( 7:58( 65.26%( 0.03%( 7%( 7%( b9%( 0.6%( 6%( E-Commerce( BBCR( ASP( #(Trans.( Revenue( 0.40%( ($1,127(( 111( ($125,111(( 0.43%( ($1,354(( 120( ($162,582(( 8%( 20%( 8%( 30%(
ECOMMERCE LOOKS GOOD ON SMALL SET OF TRANSACTIONS …. IS IT STATISTICALLY TRUE? Total(Popula8on( Sample(Size( Confidence(Level( Confidence(Interval(
(409(( (231(( 95%( (4.26%((
Upper(Interval,(Control( Lower(Interval,(Test( Variance(
BBCR( 0.42%( 0.41%( b1.3%(
StaCsCcal(Analysis( ASP( #(Trans.( Revenue( ($1,175(( 116( ($130,441(( ($1,296(( 115( ($155,656(( 10%( b0.7%( 19%(
UI UPDATES
LISTING PAGE TEST 2
TEST RECENT WINNER AGAINST A MORE LUXURY FEEL PAGE
TEST CONSTRUCT " GOAL: PRESERVE ENGAGEMENT GAINS AND INCREASE ECOMMERCE CONVERSION RATES " PAGE DIFFERENCES – Large hotel image – Feature prominent savings (Percent Off) – Restores Hotel description snippet – Arrows to help consumer flow to call to action – Roll over effects make page “feel alive”
TEST IN PROGRESS AS OF AUG 7: " 50% OF VISITORS RECEIVED OLD LISTING PAGE " 50% OF VISITORS RECEIVED TEST
UI UPDATES
COLLECTING DATA NOW…
ROLL THE CREDITS!
PRODUCT & CREATIVE RICH ROTZANG MATTHEW COGSWELL ANTHONY BROWN TECHNOLOGY & QA JEREMY WOODS RACHEL SPRAGUE
LINKS TO TESTS
OLD LISTING PAGE: – http://www.luxurylink.com/5star/new-hotels/deals? landing=0 SUCCESSFUL LISTING PAGE, TEST 1: – http://www.luxurylink.com/5star/new-hotels/deals? landing=2 CURRENT LISTING PAGE (LGE IMAGE), TEST 2: – http://www.luxurylink.com/5star/new-hotels/deals? landing=3