WHY CONVERSION OPTIMIZATION IS YOUR MOST IMPORTANT ... · is your most important marketing activity . about iztok franko 10 years travel industry background cio, ... cro is a process,

WHY CONVERSION OPTIMIZATION IS YOUR MOST IMPORTANT MARKETING ACTIVITY

ABOUT

IZTOK FRANKO

10 years travel industry background

CIO, CMO and E-Commerce

Passionate about e-commerce, digital

marketing and conversion optimization

Founder / Consultant at Diggintravel.com

DIGGINTRAVEL.COM

Content platform for airline and travel marketing

professionals

E-commerce expertise (conversion

optimization, upselling & cross-selling)

Specialized research projects & whitepapers

(biggest 2019 Airline E-Commerce research

published)

ONLY 3 WAYS TO GROW

EXPONENTIAL GROWTH

WHY CRO REALLY MATTERS?

CRO MAGIC FORMULA

CRO IS A PROCESS, NOT A HACK

THE CASE FOR UPSELLING & CROSS-SELLING

THE RULE

60 - 60

THE LINE

60 – 60 IN TRAVEL (airline example)

60% of 60% = 36%

Ancillary Revenue as a % of Total Revenue Source: 2017 CarTrawler Yearbook of Ancillary Revenue

BUNDLING – AN IDEA HYPOTHESIS

“Ala carte” insurance

product uptake was

about 30%.

Could we convince 60%

to buy for 60%?

CRO IS A PROCESS, NOT A ONE TIME HACK

AGILE ANALYTICS- MEASURE

Web analytics setup

(booking funnel, upsell, ala-carte, A/B tests)

BI setup

(attachment rate, post-booking attachment,

segments, trip length, advanced purchase,

slice & dice…)

Marketing Automation

(outsourced process & platform, agile pilot

case, open rates, click-through rates,

conversions, A/B tests…)

UNDERSTAND YOUR USERS – ANALYZE (AGILE)

OPTIMIZE & TEST – POST-BOOKING, EXPERIMENT 1

TESTS:

Timing

Subject lines & sender

Frequency (1,2,3,4 emails)

Format & voice (marketing

vs customer service)

Messaging (urgency, …)

OPTIMIZE & TEST – POST-BOOKING, EXPERIMENT 1

POST-BOOKING RESULTS:

Post-purchase from

0,6% to 6,4% in 3 months

Total % uptake increased from

34,0% to 39,2%

Insurance uptake %

OPTIMIZE & TEST – BUNDLES, EXPERIMENT 2

Insurance uptake %

A/B test of new bundled packages

OPTIMIZE & TEST – BUNDLES, EXPERIMENT 2

3 KEY TAKEAWAYS

1. START WITH CRO TOMORROW (USE MATURITY MODEL

TO LEARN AND PLAN STEP-BY-STEP)

2. DON'T COPY / PASTE OTHER PEOPLE’s HACKS

3. DO AGILE USER RESEARCH, QUICK DEVELOPMENT &

EXPERIMENT, EXPERIMENT, EXPERIMENT