ALITALIA.COM. Analytics 2012 Web Analytics in Alitalia: the road to better results. Milan, 08 th November Andrea Giudice

Size: px

Start display at page:

Download "ALITALIA.COM. Analytics 2012 Web Analytics in Alitalia: the road to better results. Milan, 08 th November Andrea Giudice"

Bruce Stevens
6 years ago
Views:

1 ALITALIA.COM Analytics 2012 Web Analytics in Alitalia: the road to better results Milan, 08 th November 2012 Andrea Giudice User Experience, Alitalia

2 DIGITAL STRATEGY: OUR AMBITION IS TO: make the whole range of products and services available at the online 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

3 DIGITAL STRATEGY: CUSTOMER TOUCH POINTS CYCLE Social Sharing Personal Area Customer Care 3

WEB ANALYTICS IN ALITALIA: WHERE ARE WE?

2013 Livello 1 Livello 2 Livello 3 Livello 4 Livello

Tecnography Path analisys Funnel reports A/B Testing

Optimization Personas KPI alerts Multichannel

prioritization Decision support Multichannel sales

Predictive Analysis Many data, low value Business

4 WEB ANALYTICS IN ALITALIA: WHERE ARE WE? Web Analytics Maturity Model (1) TODAY 2013 Livello 1 Livello 2 Livello 3 Livello 4 Livello 5 Page views Visits Visitors Top 10 Demography Tecnography Path analisys Funnel reports A/B Testing KPI Dashboards Segmentation SEO Campaign Optimization Personas KPI alerts Multichannel aggregation Lifetime value Personalization Content prioritization Decision support 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) Adattamento da B.Gassmann, Gartner, presentata all emetrics Summit 2007, San Francisco

5 THE ANALYTICS APPROACH MEASURE SHARE OPTIMIZE THE NEXT THING 5

6 MEASUREMENT Platforms Devices 6

7 MEASUREMENT Campaigns Behaviors 7

8 THE ANALYTICS APPROACH MEASURE SHARE OPTIMIZE THE NEXT THING 8

9 DATA SHARING AND ANALYTICS EVANGELIZATION Standard daily digest including most relevant KPIs to major company stakeholders: Executives Marketing Revenue Management Ground Operations Market Sales 9

10 THE ANALYTICS APPROACH MEASURE SHARE OPTIMIZE THE NEXT THING 10

CUSTOMER EXPERIENCE IMPACTS ON SALES 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

11 CUSTOMER EXPERIENCE IMPACTS ON SALES 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) A simple, consistent and intuitive user experience increase sales & reduce costs 11

12 1 st Test Special Offers

13 SPECIAL OFFER OPTIMIZATION 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 October 2011 Test Details 512 Possible experiments Original page Control 13

14 SPECIAL OFFER ORIGINAL VS. OPTIMAL Original page Optimal page +5.56% Lift +5,56% Lift 481 Extra Bookings +1,100 mon. potential bookings + 220,000 monthly potential 14 *Data is based on unique views and unique conversions and results from October 2011

converted more visitors to select flight page from the

15 FACTOR RESULT: SEARCH GADGET Original font Bigger font 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. 15

16 FACTOR RESULT: SEARCH BUTTON Original button Bigger button 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 16

17 FACTOR RESULT: HEADLINE Original Take advantage No Surprise Benefits Optimal +3,86% 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. 17

18 FACTOR RESULT: OFFER BUTTON Original Scegli >> Optimal +5,44% Acquista ora» Cerca le occasioni» The button scegli» created the biggest lift in bookings and was therefore declared the optimal level. 18

19 FACTOR RESULT: PAYMENT Control None Payment methods Security icons Payment methods & security icons 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. 19

20 2nd Test Special Offers Geo content

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.

21 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 days Original page Control 21

22 TEST RESULTS Original page Optimal page % Lift FlexDate +7.09% Lift Bookings +7,09% 12,6% Lift 473 Extra Bookings +1,120 mon. potential bookings + 229,000 monthly potential 22

23 KEY SUCCESS FACTORS Dedicated Analytics and Optimization team Clear process & strategy Great test ideas Communicate results in your organization Develop an holistic view Use learnings 23

24 What s next?

25 NEXT STEPS General Testing Segment Testing Targeting Personalization Past 8 months Next 6 months 25

26 TARGETING & PERSONALIZATION create a unique and customized experience on alitalia.com 26

27 Thank you

+38% Your Path to Personalization: A Framework for Digital Marketing Advancement

+38% Your Path to Personalization: A Framework for Digital Marketing Advancement Your Path to Personalization: A Framework for Digital Marketing Advancement White Paper +38% According to our survey, 38% more companies plan to increase investments in personalization in the next 12-18