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Transcript of Analytics 2012 Web Analytics in Alitalia: the ... · PDF filescorecard Strategic planning ......
ALITALIA.COM
Analytics 2012
Web Analytics in Alitalia: the road to better results
Milan, 08th November 2012
Andrea Giudice
User Experience, Alitalia
DIGITAL STRATEGY: OUR AMBITION IS TO:
□ make the whole range of products
and services available at the on-
line channels
□ provide simple, consistent and
intuitive user experience
□ engage customers in a direct
relationship to create intimacy and
loyalty
□ express corporate and brand
identity
2
WEB ANALYTICS IN ALITALIA: WHERE ARE WE?
TODAY
Livello 1
Page views
Visits
Visitors
Top 10
Demography
Tecnography
Livello 2
Path analisys
Funnel reports
A/B Testing
KPI
Dashboards
Livello 3
Segmentation
SEO
Campaign Optimization
Personas
KPI alerts
Livello 4
Multichannel aggregation
Lifetime value
Personalization
Content prioritization
Decision support
Livello 5
Multichannel sales reporting
Balanced scorecard
Strategic planning
Predictive Analysis
Many data,
low value
“Business Driven”,
focus on metrics,
accuracy, processes
Optimization! 330° view on
customers
(30° privacy)
Strategic View
(1)
(1) Adattamento da B.Gassmann, Gartner, presentata all’eMetrics Summit 2007, San Francisco
Web Analytics Maturity Model
2009 2011 2013
Standard daily digest including most
relevant KPIs to major company
stakeholders:
• Executives
• Marketing
• Revenue Management
• Ground Operations
• Market Sales
DATA SHARING AND ANALYTICS EVANGELIZATION
9
11
CUSTOMER EXPERIENCE IMPACTS ON SALES
A simple, consistent and intuitive user experience
increase sales & reduce costs
We optimize to:
□ enable customers to find what they
want quickly
□ ensure buttons/commands are in
right place and with the best
wording
□ target customers with right content
□ simplify the Purchasing & Service
Processes
□ Improve conversion (revenue &
services)
Page Background
The special offer page is the primary entry
point for the website, even more so than the
Homepage. The goal of the test is to drive
more traffic into the booking funnel and
generate uplift in Booking Conversion.
Measured Conversion Events
• Primary: Select Flight
• Secondary: Receipt (Booking Conv.)
Test Run Dates
12 – 25 October 2011
Test Details
512 Possible experiments
13
SPECIAL OFFER OPTIMIZATION
Original page
“Control”
14 *Data is based on unique views and unique conversions and results from 12– 25 October 2011
+5.56%
Lift
Original page Optimal page
SPECIAL OFFER ORIGINAL VS. OPTIMAL
+5,56%
Lift
481
Extra Bookings
+1,100
mon. potential bookings
+ €220,000
monthly
potential
Optimal
+2,3%
Increasing the font size in the search gadget converted more visitors to
select flight page from the search gadget and overall helped lifting the
number of bookings.
Original font Bigger font
FACTOR RESULT: SEARCH GADGET
15
Optimal
+3.67%
Increasing the size of the search button in the special offers made the call to
action stand out clearer and added +3.67% clicks to it
FACTOR RESULT: SEARCH BUTTON
Original button Bigger button
16
Original
Optimal
+3,86%
Take advantage
No Surprise
Benefits
Even though the ‘no surprise’ message did have the bigger lift towards
the select flight page, the check-marked benefits carried a higher lift
through to the receipt page.
FACTOR RESULT: HEADLINE
17
Acquista ora » Cerca le occasioni »
Optimal
+5,44%
The button ‘scegli»’ created the biggest lift in bookings and was
therefore declared the optimal level.
FACTOR RESULT: OFFER BUTTON
Original Scegli >>
18
Control
Even though displaying the payment methods or security icons initially had a
positive influence on the click-throughs to select flight for the search gadget, the
number of bookings went down and these levels were not considered for the
optimal.
Payment methods
Security icons Payment methods & security icons
None
FACTOR RESULT: PAYMENT
19
TEST OVERVIEW
Page Background
The goal of this test was to compare the Italy-wide Special Offers page against a Calabria- specific Special Offers page for the segment Calabria. The test shows that the targeted content drives more bookings in general and especially through the listed offers.
Measured Conversion Events
Primary: Flex DateSecondary: Select Flight / Confirmation
Test Details
Test type: AB Experiments: 2 Run Dates: 21 Dec 2011 – 70 days
Original page
“Control”
21
TEST RESULTS
+12.69%
Lift
FlexDate
+7.09%
Lift
Bookings
+7,09% 12,6%
Lift
473
Extra Bookings
+1,120
mon. potential bookings
+ €229,000
monthly
potential
Original page Optimal page
22
•Dedicated Analytics and
Optimization team
•Clear process & strategy
•Great test ideas
•Communicate results in your
organization
•Develop an holistic view
•Use learnings
KEY SUCCESS FACTORS
23