Web Optimization

ALITALIA.COM

Webtrends WorkshopThe power of digital analytics

Milan, 07th June 2012

Nicola Arnese

Alitalia VP e-Commerce

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DIGITAL STRATEGY: CUSTOMER TOUCH POINTS CYCLE

Social Sharing

Personal Area

Customer Care

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

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THE ANALYTICS APPROACH

MEASURE SHARE OPTIMIZETHE NEXT

THING

supported by webtrends

MEASUREMENT

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Devices

Platforms

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MEASUREMENT

Campaigns

Behaviors

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THING


Standard daily eMail including most relevant KPIs to major company stakeholders:

• Executives

• Marketing

• Revue Management

• Ground Operations

• Market Sales

DATA SHARING AND ANALYTICS EVANGELIZATION

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THING


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CUSTOMER EXPERIENCE IMPACTS ON SALES

A simple, consistent and intuitive user experienceincrease sales & reduce costs

We optimize to:

□ enable customers to find what they want quickly

□ ensure buttons/commands are in right place

□ target customers with right content

□ simplify the Purchasing & Service Processes

□ Improve conversion (revenue & services)

Webtrends Optimize

1st Test

Page BackgroundThe 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 Details512 Possible experiments

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SPECIAL OFFER OPTIMIZATION

Original page“Control”

13*Data is based on unique views and unique conversi ons and results from 12– 25 October 2011

+5.56%Lift

+5.56%Lift

Original page Optimal page

SPECIAL OFFER ORIGINAL VS. OPTIMAL

+5,56%Lift

481Extra Bookings

+1,100mon. potential

bookings

+ €220,000monthlypotential

Optimal+2,3%

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

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Optimal+3.67%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

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Original

Optimal+3,86%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

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Optimal+3.12%Optimal+3.12%

When the anchors were present 4.24% of the users clicked them. While the anchors didn’t show an immediate impact on the next step but they generated a marginal lift in bookings

FACTOR RESULT: ANCHORS

Original Anchors

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Acquista ora » Cerca le occasioni »

Optimal+5,44%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 >>

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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

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Webtrends Optimize

2nd Test

TEST OVERVIEW

Page BackgroundThe 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 EventsPrimary: Flex DateSecondary:Select Flight / Confirmation

Test DetailsTest type: ABExperiments: 2Run Dates: 21 Dec 2011 – 70 days

Original page“Control”

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TEST RESULTS

+12.69%Lift

FlexDate

+12.69%Lift

FlexDate

+7.09%Lift

Bookings

+7.09%Lift

Bookings

+7,09% 12,6%Lift

473Extra Bookings

+1,120mon. potential

bookings

+ €229,000monthlypotential

Original page Optimal page

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Work in progress

3rd Test

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* More than 200 links with less than 0,2% share

CUSTOMER BEHAVOUR FROM HP

ACTUAL HP SCOPE

•Grant immediate access to flight search and purchase• grant access to main services functionalities (checkin, flight status, timetable) •Grant visibility to Alitalia pricing and products•Grant vibility to partnership activites

ALITALIA.COM HOME PAGE

12%

6%5%

Bounce

Others* 29%

Other servicesCheck-in

Special Offer9%

Booking39%

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A/B TEST: CONSERVATIVE VERSION

ANALYSES

1. Booking form aligned to the right side

2. Tab navigation for other services (my res, web check-in, hotel and auto)

3. Login area on the top right side

4. Slideshow of banner with overlaying text promoting six fares

5. Icons for main service functionalities (flight status, timetable, contacts and assistance)

6. Ancillary spaces in textual boxes

Note:Final version of this Home Page will include geo-targeted

fares and automatic prefilling of origin in the booking form

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Fold line

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IMPORTANTfor A/B Testing purpose, actual digital brand guide lines have been used

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A/B TEST: META SEARCH VERSION

ANALYSES

1. 100% wide booking form aligned in the middle of the page

2. Tab navigation on the top of the booking form links to the main services (my res, check-in, flight status, hotel and auto)


4. Banner-free

1. Display of nine promotional fares on the right side

2. Newsletter box next to the promotional fares

3. Ancillaries space located at the bottom with text + icons



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Fold line

IMPORTANTfor A/B Testing purpose, actual digital brand

guidelines have been used

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A/B TEST: EVOCATIVE VERSION

ANALYSES

1. Evocative image on the background

2. Booking form is reduced to “from/to” fields and expanded when clicked.

3. Vertical navigation of the main services (my res, web check-in, hotel, auto and ancillaries)

4. Rotating banner area at the bottom of the image on the right side


6. Display of six promotional fares



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Fold line


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A/B TEST: EVOCATIVE VERSION

EVOCATIVE 2 EVOCATIVE 3


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A/B TESTING

Results from 18/04/12 to 02/05/12

Actual Conservative Meta Search Evocative 1 Evocative 2 Evocative 3

Look to Book 36.22% 36.06% 37.07% 36.37% 35.79% 36.5%

Receipts 2.491 2.420 2.378 2.426 2.461 2.342

Conv. Rate 2.42% 2.39% 2.31% 2.37% 2.41% 2.30%

Look to Special Offers 7,91% 8,82% 8,85% 10,03% 9,86% 9,88%

Look to Ck-in 5.94% 5.62% 5.88% 6.33% 6.44% 6.44%

Look to NewsLetter 0.03% 0.05% 0.04% 0.03% 0.04% 0.05%

Source: WebTrends Optimize

Of the 3 models tested, the evocative version is the one that achieved bes t overall results .

Also comparing to the current HP, it was the evocative version to reach the same level of booking conversion rate (while other versions performed worse) and to improve the access to other services (+0.5 pp to look to check-in) and to Special Offers (+2 pp)

we tested the effectiveness of 3 different backgrounds in the Evocative HP: Hiker on a neutral background (Evo1), Tuscany (Evo2), Tuscany (Evo2), The 3 versions showed results too close to eachother and very slight differences to make a call at this stage.

The test confirmed the Evocative version, wich also better satisfies the needs of alitalia.com new Home Page, as the best model for our conversion goals.

•Dedicated Optimize person

•Clear process & strategy

•Experience of Consultants with great test ideas

•Weekly call with Optimize (roadmap)

•Communicate results in your organization

•Use learnings

KEY SUCCESS FACTORS

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What’s next?

NEXT STEPS

Segment Testing General Testing Targeting Personalization

Next 6 monthsPast 8 months

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TARGETING & PERSONALIZATION

create a

unique and

customizedexperience on

alitalia.com

Thank you

Technology

Web Optimization