Web Optimization and eCommerce Portfolio
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The document summarizes various web optimization tests conducted by Carolyn Chinchilla. It describes 3 tests: 1) Reordering images on a hotel gallery to feature amenities increased conversion rates by 0.7 points. 2) Implementing a "Bleisure" campaign in Raleigh promoting business and leisure packages increased weekend bookings and revenue. 3) Retailing a Valentine's Day package on digital channels increased conversion rates by 1.3 points and revenue 277%. The document concludes with an overview of Chinchilla's awards and recognition for her eCommerce work.
Web Optimization and eCommerce Portfolio
- 1. Web Optimization Tests By: Carolyn Chinchilla February 2017 Portfolio & Results
- 2. Outline • Test 1: Image Gallery • Test 2: Business Travel Campaign • Test 3: Valentine’s Day Retailing • eCommerce Portfolio Results • Awards & Recognition
- 3. Problem: The image gallery features exterior hotel images instead of the unique selling points (USPs) and amenities. Solution: Optimize images to increase conversion rate. Images were chosen that features the free breakfast and renovated lobby. Result: Conversion rate increased +0.7pts to 15.5%. Test 1: Gallery Image Reorder BEFORE AFTER
- 4. Goal Increase Conversion Rate by optimizing the homepage gallery. MVT Test Reorder image gallery on the homepage to bring the best photos to the forefront vs. an exterior hotel photo. 10 hotels in each split test. Results Changing the order of the images had a more positive change in CR and BR over sites that have exterior images in the homepage gallery. Test 1: Gallery Image Reorder Feb 2015 - Feb 2016 # of Hotel Type of Change Conversion Rate Bounce Rate Time on Site Reorder Image Gallery Before After Change (pts) Before After Change (pts) Before After Change (pts) 10 14.80% 15.50% +0.7 28.70% 26.00% -2.7 2.84 2.96 +0.12 No Change 10 18.80% 18.30% -0.5 28.68% 26.62% -2.06 2.76 2.95 +0.19
- 5. Test 2: Bleisure Campaign – Raleigh Test Concept Rebrand Weekend Getaway offer into a Business/Leisure Weekend Package with custom messaging to attract business travelers, encouraging them to stay over the weekend. Goal/Need Because most bookings in Raleigh are during the week, the goal is to increase LOS to weekends. Market Insight Raleigh is a hub for start-ups and small businesses, which makes it a travel destination for business travelers. Digital Implementation • Business Travel Landing Page • Business/Leisure Weekend Package (Weekend Getaway) • Retail Rail • TripAdvisor Offer • Email Newsletter Test • SEO Keyword Strategy
- 6. Test 2: Bleisure Campaign – Implementation Images show a mix of business and leisure amenities Customized special offer Metadata and keyword optimization Upsell messaging (meeting space and things to do over the weekend) Optimized landing page for business traveler
- 7. Test 2: Bleisure Campaign – Revenue Results Bleisure Cluster Hotels Raleigh Market – w/out Bleisure Hotels Result: Bleisure cluster hotels outperformed Raleigh Market benchmark in revenue YOY.
- 8. Test 2: Bleisure Campaign – SEO Results Keyword Strategy: business travel hotel in raleigh Improved Ranking: Ranked 3 hotels in top 5 organic positions. Increased Quarterly Organic Revenue: Bleisure Cluster +19% vs. Raleigh Market +10%. 1 2 3
- 9. Test 2: Bleisure Campaign – Raleigh Test
- 10. Test 3: Valentine’s Day Retailing BEFORE AFTER
- 11. Test 3: Valentine’s Day Retailing Goal See if retailing a Valentine’s Day package improves CR and SRP Revenue. MVT Test Promote Valentine’s Day package on Retail Rails and Homepage Gallery. Implemented January 20. Results • Promoting seasonal offers on RRs increased conversion rate the most by 1.3 pts to 12%. • Adding a promotional banner to the image gallery + RRs improved results even more in terms of Revenue by 277% and Offer Visits by 200%. Jan 1 - Feb 28 # of Hotels Type of Change Conversion Rate Bounce Rate SRP Revenue (ROM) Offer Visits VDay Retail Rail 2015 2016YOY (pts) 2015 2016YOY (pts) 2015 2016YOY (%) 2015 2016YOY (%) 37 10.77% 12.07% +1.3 27.60% 29.01% +1.41 $7,336 $10,368 +41% 33 46 +39% VDay RR & Image Gallery 3 11.18% 12.02% +0.84 29.87% 31.85% +1.98 $154 $582 +277% 1 3 +200%
- 13. Circle of Excellence in eCommerce Nominee Above & Beyond Team Member Nominee Q1 Top Tweeter for Hilton Suggests Winner 2016 Travel Blogger Hilton Suggests Winner eCatch for Living the Hilton Values 2X Winner Awards & Recognition
- 16. See what people are saying about my work. “Carolyn is the most knowledgeable eCommerce Manager I had.” - Victoria Dresner Hilton Revenue Manager “Carolyn has done well in working with cross-functional teams such as the social media team for managing Twitter, and within tasks force like the rooms optimization project. Carolyn presents creative solutions within the MVT team and has great ideas. - Sharina Harris Hilton eCommerce Senior Manager Awards & Recognition
- 17. Thank you! For questions and more information, please contact me at ccchinchilla621@gmail.com.