CUSTOMER JOURNEY. numbers & experiences

Transcription

1 CUSTOMER JOURNEY numbers & experiences

2 Who am I INTRODUCING MYSELF Moritz Klussmann CEO / Geschäftsführer and Co-Founder Customer Alliance 2

3 Who we are INTRODUCING CUSTOMER ALLIANCE To give control over reputation & bookings

4 OUR SOLUTION 4

5 DISCOVER YOUR CUSTOMER JOURNEY RESEARCH DECISION PRE-STAY STAY POST-STAY WITH Tobi the traveler 35 year old 5

6 DISCOVER YOUR CUSTOMER JOURNEY RESEARCH THE SEARCH FOR A HOTEL WHO HAS THE BEST PRICE FOR THE BEST REPUTATION? 6

7 DISCOVER YOUR CUSTOMER JOURNEY DECISION CONVERT WEBSITE VISITS INTO BOOKINGS Tobi books! And receives an automatic confirmation 7

8 The Importance of Reviews 8

9 The Importance of Reviews 9

10 The Importance of Reviews 10

11 The Importance of Reviews Month Conversion Rate October 1,2% November 2,2% December 1,1% January 4,2% February 4.3% 11

12 The Importance of Reviews Month Conversion Rate October 1,2% November 2,2% December 1,1% January 4,2% February 4.3% Reviews put live Reviews have high impact on conversion rate 12

13 DISCOVER YOUR CUSTOMER JOURNEY PRE-STAY Pre-Stay Communication & Upsell Tobi upgrades his room order 13

14 Address The importance of a direct address Click-Rate normal address: 33.2% Click-Rate xyz.123@guest.booking.com: 24.6% 25.9% drop in click-rate! Interesting Fact: Still more than 150,000 booking addresses in the last 6 months. Question: Exact reason for difference is unknown. Collect direct address. The click rate is 25.9% higher. 14

15 Responsive s Option A Option B 15

16 Responsive s Option A responsive Option B 11.4% higher click-rate with responsive 16

17 DISCOVER YOUR CUSTOMER JOURNEY STAY IMPROVE YOUR PERFORMANCE 3 Tobi improves his rating of your hotel s performance 1 Tobi fills out his instant survey he informs you that he would have liked some extra pillows in his room 2 You send up some more pillows and make a note for the future 17

18 Number of Questions in Questionnaire More Questions - Less responses More than 15 questions: significant drop 18

19 DISCOVER YOUR CUSTOMER JOURNEY POST-STAY Tobi is redirected to your Google+ page, where he leaves a great review for your hotel...just as well, Tobi could have been redirected to HolidayCheck, Zoover, Expedia, or Trivago to leave a review for your hotel 19

20 Social Connect - Test 1 Option A Option B with social connect 20

21 Social Connect - Test 1 Option A Option B with social connect 7.0% connected the review with a social profile 9.4% less questionnaire conversions 21

22 Social Connect - Test 2 Option A Option B 22

23 Social Connect - Test 2 Option A Option B 3.7% connected the review with a social profile 8.9% less questionnaire conversions 23

24 Mandatory Name Field Option A Option B Option B: 10.0% less conversion Data Quality vs. Data Quantity 24

25 Button vs. Text Link Option A with green button* Option B 25 * button text = Submit Review

26 Button vs. Text Link Option A with green button* Option B 5.1% higher click-rate with button 26 * button text = Submit Review

27 Tests without Result Male Female no winner 27

28 Clear Result - but what to do? 232% higher conversion But it this really helping? 28

29 Tools for Tracking and Testing Optimizely A/B Testing Tool Simple to use. No tech knowledge required. Hotjar Heatmaps Polls & Surveys Simple to use. No tech knowledge required. 29

30 Summary Summary Reviews increase conversion rate Collect direct address. The click rate is 25.9% higher. Responsive s have 11.4% higher click-rate More Questions - Less responses. More than 15 questions: significant drop in conversions Data Quantity vs Data Quality - Social Connect and mandatory name field lead to a significant decrease in conversion. Button vs. Text Link: 5.1% higher click-rate with button A lot of tests do not show a winner. Some results are hard to understand. Optimizely and Hotjar allow for A/B testing and user feedback without tech knowledge 30

31 Danke! MORE MORE BOOKINGS REVENUE BETTER MORE PRICING REVENUE MORE MORE REVIEWS REVENUE Moritz Klussmann 31