how thomson.co.uk turned hits into sales george nolan e-commerce manager
DESCRIPTION
How www.thomson.co.uk turned hits into sales George Nolan e-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. - PowerPoint PPT PresentationTRANSCRIPT
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