PURCHASE PATH
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
IMPROVING CONVERSION RATES
PURCHASE PATH CONVERSION RATES
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
Conversion Rate Spectrum
Pure Media
Pure Direct Response
LL 2013
.25% .32%
LL 2016
.45%
Luxury Travel
potential
2.8%
OTA Industry Average
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-Jul(
29-Jul(
5-Aug(
12-Aug(
19-Aug(
26-Aug(
2-Sep(
9-Sep(
16-Sep(
23-Sep(
30-Sep(
7-(Oct(
14-Oct(
21-Oct(
28-Oct(
4-Nov(
LisCng( Retest(old(offer(row( ENG( MSR( MSR(LisCng( Redesign(Offer(Row,(Lge(image,(single(price( DES( ENG( ENG( MSR( MSR(LisCng( Search(reorder(with(conversion(rate( ENG( ENG( ENG( ENG( MSR( MSR(PDP( UI(Cleanup(of(PDP(package(offers( DES( DES( ENG( ENG( MSR( MSR(PDP( Filter(All(packages(based(on(master(date(selector( DES( DES( ENG( ENG( MSR( MSR(PDP( Add(Auc8on(/(Buy(Now(filter( DES( DES( ENG( ENG( MSR( MSR(PDP( Refine(and(Update( DES( DES( ENG( ENG( MSR( MSR(PDP/CO( Change(PDP(layout(to(start(with(only(one(price( DES( DES( DES( ENG( ENG( MSR( MSR(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( DES( DES( DES( ENG( ENG( ENG( ENG( MSR(
UI UPDATES
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
LISTING PAGE TEST 1
UI UPDATES
SITE PERFORMANCE AND ECOMMERCE SUMMARY
LISTING PAGE TEST 1 RESULTS
Site(Health(Visits( Pages/Visit( Pageviews( Bounce(Rate( Time(on(Site( PDP(CTR(
Lis8ng(Page(Control( 28,009( 6.55( 183,561( 19.18%( 7:55( 61.35%(Lis8ng(Page(Test( 28,018( 7.03( 196,945( 17.37%( 7:58( 65.26%(Variance( 0.03%( 7%( 7%( b9%( 0.6%( 6%(
E-Commerce(BBCR( ASP( #(Trans.( Revenue(
Lis8ng(Page(Control( 0.40%( ($1,127(( 111( ($125,111((Lis8ng(Page(Test( 0.43%( ($1,354(( 120( ($162,582((Variance( 8%( 20%( 8%( 30%(
Total(Popula8on( (409((Sample(Size( (231((Confidence(Level( 95%(Confidence(Interval( (4.26%((
StaCsCcal(Analysis(BBCR( ASP( #(Trans.( Revenue(
Upper(Interval,(Control( 0.42%( ($1,175(( 116( ($130,441((Lower(Interval,(Test( 0.41%( ($1,296(( 115( ($155,656((Variance( b1.3%( 10%( b0.7%( 19%(
ECOMMERCE LOOKS GOOD ON SMALL SET OF TRANSACTIONS …. IS IT STATISTICALLY TRUE?
UI UPDATES
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
LISTING PAGE TEST 2
ROLL THE CREDITS!
PRODUCT & CREATIVE RICH ROTZANG
MATTHEW COGSWELL ANTHONY BROWN
TECHNOLOGY & QA JEREMY WOODS
RACHEL SPRAGUE
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