ERP Delta UX Exercise 041713

©2013 Erik R Peterson -‐ [email protected] ©2012 Erik R Peterson -‐ [email protected]

Soar to Great Heights

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•  Ensure cross-‐channel consistency •  Make every customer interacCon count •  ConCnue to enhance the experience •  Personalize to the person Bob Kupbens VP, MarkeCng & Digital Commerce, Delta Air Lines

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Why Op/mize Understanding Buying Intent UX Audit Test Plan

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Why Op/mize? Enhanced CX, Enhanced Revenues

©2013 Erik R Peterson -‐ [email protected]

RELEVANCY – Is this page what I asked for?

IMPACT – Why am I here and not somewhere else?

FOCUS – Where do I start? What do I do?

SIMPLICITY – Will this be easy to do?

Aligning a More Relevant and Focused Experience

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Search Non-Search Traffic All Traffic Sources

Annual Traffic in 2012 400,000,000 400,000,000 800,000,000

Projected Annual Traffic 400,000,000 400,000,000 800,000,000

Conversion Rate in 2012 0.50% 3.00%

Projected Annual Conversion Rate 0.55% 3.09%

# of Flights Booked Online in 2012 2,000,000 13,200,000 15,200,000

Projected Annual # of Flights Booked Online 2,200,000 13,596,000 15,676,000

Incremental # of Flights Booked Online 200,000 396,000 592,000

Data: 815,000,000 total annual bookings; 18.65% booked online; 2.45% from Search; 16.2% direct to site

Why OpCmize? The Numbers Reveal Huge PotenCal

Numbers are representaCve.


Search Non-‐Search Traffic All Traffic Sources

Incremental # of Flights Booked Online 200,000 396,000 592,000

Annual Revenue of Incremental Booked Flights $60,000,000 $118,800,000 $178,800,000

Incremental Growth 33.6% 66.4%

Life/me Value Mul/plier $240,000,000 $125,000,000 $365,000,00

Incremental Growth 65.8% 34.2%

Lifetime Value: $1,200; Ave Online Booked Flight Value: $300

Why OpCmize? The Numbers Reveal Huge PotenCal

Numbers are representaCve.


Understanding Buying Intent Delta’s Customers Are Very Different…


Business Flies for Business 1.  Premiere

1.  Price not a factor 2.  Schedule a factor 3.  Look for perks 4.  Expects top service

2.  PracCcal 1.  Price a factor 2.  Schedule less a factor 3.  Expects good service 4.  Opt for Economy upgrade

3.  Bargain Hunter*

DELTA CUSTOMER PROFILES

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Flies for Personal/Family Trip 1)  Premiere

1)  Price not a factor 2)  Schedule a factor 3)  Look for perks 4)  Expects top service

2)  PracCcal 1)  Price a factor 2)  Schedule less a factor 3)  Expects good service 4)  Opt for Economy upgrade

3)  Bargain Hunter* 4)  Uses Search Engines

Only Flies Delta; Flies for Perks 1)  Premiere Flyer

1)  Expects top service 2)  PracCcal Flyer

1)  Expects top service 2)  May opt for Economy upgrade

3)  Bargain Hunter* 4)  Uses Delta.com or Mobile App 5)  Frequent Flyer Member

Personal/Family Loyalist Bargain Hunter Compares Price; Flies other airlines 1)  Savings a factor 2)  Schedule less a factor 3)  Last minute flyer 4)  Opt for upgrade -‐ if price is right 5)  Uses Search Engines, Travel

Aggregators to comparison shop


DELTA YIELD MODEL

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TIME

INVEN

TORY

(SEATS)

Business

Personal/Family

Loyalist

Bargain Hunter

Op/mize


UX Audit Conversion OpportuniCes


UX Conversion Audit Reveals:

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•  Book a Flight Form on Home Page and Mobile App is Very Simple •  Greatest Area of Improvement is within Book A Flight Page and

Subsequent Funnel Pages •  Several FuncConality Issues Block Conversion

1.  Seat Availability Chart Does Not Display Properly 2.  Seat Availability View Confused with Seat SelecCon

(other airline sites allow seat selecCon prior to purchase) 3.  Online Chat Delays Cause Session to End Prematurely

•  Flight informaCon is displayed differently for Price(*) vs Schedule views •  Extremely Long Purchase Form; Error Messages Cause Lengthy CorrecCons •  Page Cluker Diminishes Form FuncConality and Leads to Abandonment


BOOK A TRIP: Key Steps and TesCng OpportuniCes

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Search Flight Select Trip Passenger Info Purchase

Challenges: 1)  Inconsistent flight informaCon layouts

2) PromoCons may get in the way of desired acCon

3) Seat selecCon blocker prevents seat selecCon funcConality

Challenges: 1)  Inconsistent flight informaCon layouts


3) Seat selecCon blocker prevents seat selecCon funcConality

Challenges: 1) MulCple steps in one very long form

2) Error reconciliaCon causes confusion

3) Credit card selecCon causes confusion

4) 9 upsell opCons before credit card selecCon

5) 24 form fields to complete purchase

Challenges: 1) Lack of clear starCng point

2) Copy/nomenclature inconsistencies


4) BPG selling proposiCon


OPTIMIZATION ROADMAP

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Phase 1

Big ROI

• “Easy” Tests • Tests that impact large traffic • Biggest Return (ROI) • Uncover Learnings to Scale •  IdenCfy UX/FuncConality Issues

1 2 3 4 5 6 7 8 9 10 11 12

Phase 2 Refine & Op/mize

• “Complex” Tests • Timing and Behavioral Data • Uncover Learnings to Expand • Segment Audience and Yield PotenCal

1 2 3 4 5 6 7 8 9

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5

1 2 3 4 5 6 7 8 9 10 11 12


Home Page

DIFFERENT STARTING POINTS

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Book a Trip Page (Search Landing Page) Home Page

90% CTR 15% CTR

86.9% 3.0% CR

14.1% 0.5% CR


CTR METRICS SHOW AREAS OF OPPORTUNITY

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0

20

40

60

80

100

from Home Page

from Book A Flight 1 2

2

3

4


Business

PHASE 2 -‐ OPTIMIZATION MODEL

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Personal/Family

Loyalist

Bargain Hunter TIME

INVEN

TORY

(SEATS)

Op/miza/on

?

Segmenta/on and Geo


Test Plan Go for Big Wins


SERP INTENT: “Book a Flight Delta”

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Landing Page 85% of Search Traffic

0.5% CTR


Test Hypotheses: Delta’s Book A Trip Start Page is very stale and does not have a clear start point. Having a form that extends beyond the fold reduces conversion. Thus, creaCng a form design with all form fields above the fold along with the submit bukon will increase form compleCons.

Test Plan: Redesign page elements so submit bukon is above the fold.  Reduce lev rail elements (or remove enCrely)  Increase the size of the BFG logo  Create a visual starCng point within the form  Increase “BPG” logo  Align page Ctle w Sitelinks link or Keyword ie “Book a Flight”  Add elements of credibility: SSL, BBB, JD Powers

Metrics: Primary: Form Completes Secondary: Abandonment, Purchase

BOOK A TRIP START PAGE: Test #1

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 Format by Price

SELECT A FLIGHT: TesCng OpportuniCes

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BFG Pop-‐Up Window Book A Trip Start Page with BFG Logo


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Test Hypotheses: Delta’s Best Fare Guarantee is one of their unique selling proposiCons and, if beker leveraged/posiConed, will reduce abandonment and increase flight bookings.

Test Plan: Simplify BFG language and branding  Use rollover language on BFG logo  Simplify the “how to” in a visual format (this UX improvement could be used with improving engagement of loyalists who actually want to fulfill a claim)

 Increase the size of the BFG logo

Metrics: (of those clicking on BFG, do they increase KPIs?) Primary: Form Completes Secondary: Abandonment, Purchase

BEST FARE GUARANTEE: Test #2

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 Format by Price

SELECT A FLIGHT: Test #3

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Format by Schedule Format by Price


Format by Price

SELECT A FLIGHT: Test #3

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Test Hypotheses: There are two different formats for selecCng a flight. While viewing by schedule is an opCon, the price is NOT displayed. Displaying a consistent format for each opCon will increase comparaCve informaCon and lead to greater selecCon and page completes.

Test Plan: • Present a consistent format for both page views • Eliminate or Place Step Up PromoCon at Bokom • Alter informaCon within flight lisCng

Metrics: Primary: Flight SelecCon Completes Secondary: Which View Type Converts Beker;

Page Abandonment, Purchase

Format by Schedule


Soar to Great Heights

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@EPeterson237

Thank You.

Documents

ERP Delta UX Exercise 041713