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How thomson.co.uk turned hits into sales George Nolan e-Commerce Manager

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.

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How thomson.co.uk turned hits into sales George Nolan e-Commerce Manager

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  1. How www.thomson.co.ukturned hits into salesGeorge Nolane-Commerce Manager

  2. Agenda • The story so far (and some glimpses of the future) • Business background • The usability lifecycle • Turning lookers into bookers

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

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

  5. To this…

  6. …and how we may get to this….. Coming Soon Slightly Censored

  7. …or even to this…. Totally Censored

  8. Business background

  9. The figures

  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

  11. The usability lifecycle

  12. Usability Lifecycle • Customer Research • Design • Prototype • User Testing (prototype) • Implementation • Monitoring: • System • Business • User Testing (live system) • Design, etc

  13. Turning lookers into bookers

  14. How to increase conversion • Give the customers what they want • Ensure that the system performs • Avoid confusing the customer • Eliminate barriers to conversion

  15. How to increase conversion • Give the customers what they want • Ensure that the system performs • Avoid confusing the customer • Eliminate barriers to conversion

  16. How to increase conversion • Give the customers what they want • Ensure that the system performs • Avoid confusing the customer • Eliminate barriers to conversion

  17. Tealeaf:Replaying a customer session

  18. Tealeaf:Dashboard viewer

  19. Tealeaf:Email Alerts

  20. 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

  21. Thank you

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