how thomson.co.uk turned hits into sales george nolan e-commerce manager

How www.thomson.co.ukturned hits into sales

George Nolane-Commerce Manager

Agenda

The story so far (and some glimpses of the future)

Business background The usability lifecycle Turning lookers into bookers

The story so far….and a glimpse of the future

This is the story of how we got from this…..

To this…

…and how we may get to this…..

ComingSoon

…or even to this….

Business background

The figures

2100

2200

2300

2400

2500

2600

2700

2800

2006/07 2007/08 2008/09 2009/10

Pax

(00

0)

0

200

400

600

800

1000

1200

Rev

enu

e €m

Pax Revenue

Sales by Product

0

100

200

300

400

500

600

Packages AccommodationOnly

Flight Only Dynamic Packaging Car Hire + Others

€m

2006/07 2007/08 2008/09 2009/10

The imperative

The travel market is changing dramatically There’s a massive shift to buying online New entrants are disturbing the market:

Low Cost Carriers Hotel-Only websites Dynamic Packagers

Thomson needs to: React to the market changes Meet our customers needs Move fast just to stand still …and turn lookers into bookers

The usability lifecycle

Usability Lifecycle

Customer Research Design Prototype User Testing

(prototype) Implementation Monitoring:

System Business

User Testing (live system)

Design, etc

Turning lookers into bookers

How to increase conversion

Give the customers what they want Ensure that the system performs Avoid confusing the customer Eliminate barriers to conversion

How to increase conversion

Give the customers what they want Ensure that the system performs Avoid confusing the customer Eliminate barriers to conversion

How to increase conversion

Give the customers what they want Ensure that the system performs Avoid confusing the customer Eliminate barriers to conversion

Tealeaf:Replaying a customer session

Tealeaf:Dashboard viewer

Tealeaf:Email Alerts

Tealeaf:Benefits

An insight into customer behaviour Eliminate “cannot reproduce” errors Evidence of customer bookings Prioritisation of problems Example problems solved:

Blank Passenger Details Children booked as infants Hyphens in addresses

Thank you