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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


Brown bag UI update - 9 Aug 13