Google - Shaping the Funnel Case Study: Increasing Online Reservations for Amari

1. Google Confidential and Proprietary 1
Shaping the Funnel
Increasing Online Reservations for Amari
Vinoaj Vijeyakumaar
Customer Solutions Engineer, Google Southeast Asia
http://twitter.com/vinoaj

2. Google Analytics Master Class 2010 #gamc
How much hard work do you put
in to deliver visitors to your
checkout flow only for them to
leave ?
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The Funnel
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Google Analytics Funnels
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In an Ideal World
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Leaking
Visitors
No Lost
Visitors

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• 11 Branded and 7 Managed Properties in Thailand
• Highly reliant on website to be a driver of
ecommerce revenue
• Early-adopter of Google Analytics
• Reliant on Google Analytics to identify profitable
revenue channels and opportunities to increase
sales
• Focus on user experience

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The Questions
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What can give us the answers?
Google Analytics
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+
Web Analyst
(part detective, part creative thinker)
Actionable Insights
=

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Funnel Conversion Rate
• 42,000 visitors researched,
evaluated, now ready to
purchase
• Only 3.76% purchased
• 96% abandonment rate
• Potential to do better!
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Some time in the past, during an
undisclosed time period

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Funnel Analysis
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Detect and Minimise Errors
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Can flexible rates be pre-loaded?
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Reduce Paralysis By Analysis
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Review Page
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Review Page
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Guest Details
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Guest
Details
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Credit Card Details
• Hard work has been done: you’ve brought the visitor to the payment page
• Now to ensure that they make the payment!
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Payment Page Optimisation
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Booking Confirmed
The goal has been met, but don’t rest yet!
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Fast Forward a Few Weeks
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In the space of a few weeks:
• 6 additional paying visitors per 1000 visitors
• Average of an additional $3000 per 1000 visitors
• Potential new loyal customers

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Influencing New Site Design
Apply data-driven learnings to infuence new site design
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Shaping the Funnel
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In an Ideal World
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Leaking
Visitors
No Lost
Visitors

28. Google Confidential and Proprietary
Thank You!
http://www.amari.com/
http://twitter.com/vinoaj
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