[British Airways] 8 Persuasive Principle Used by British Airways to Boost their Conversions

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Online Persuasions Insiders 2016 How does British Airways optimise conversions? Benjamin Ligier CRO Project Manager

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  • Online Persuasions Insiders 2016

    How does British Airways optimise conversions?

    Benjamin LigierCRO Project Manager

  • 8 neuroscience

    principles applied 10 mistak

    es to correct

    4 proposalsfor improvem

    ents

    An analysis of British Airways conversion process

    I reveal whats working, whats not working quite so well, and propose some changes to help increase the sites income

  • Summer is here but the weather is leaving a lot to be desired so I think Ill head over to the South of France instead where the sun is far more reliable! I need to book a flight to meet my friends in Marseille so I turn to British Airways.

    As a Conversion Optimisation Consultant, I cant help but take note of both the positive aspects of their site - and also the areas for improvement.

    Join me on my user journey and discover some of the most relevant neuroscience principles I found that apply to their site.

    The context

  • A path in 9 steps

    2 3

    Fly-DriveProposition Search Results

    Passengers

    6 7

    Seats

    8

    Payment

    9

    Price

    4

    5

    Add Car Rental

    1

    Homepage

    Log In

  • A path in 9 steps

    9 steps! Thats a lot of steps to have to go through for a flight booking But then it seems every airline does this.

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Homepage

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Homepage

    Theres no Call-to-Action on the slides: theres nothing to catch my attention!

    Attentional bias

  • Homepage

    This is the first time Ive used British Airways so why is this Call-To-Action displayed? It should only be displayed to returning customers otherwise it is just drawing attention away unnecessarily.

    Attention Ratio

  • Homepage

    There are too many fields! Are they really all necessary right now?

    Ambiguity Aversion

  • Homepage

    Placing a Call-to-Action on the slider will make it clearer what you want people to do and lead them to the right information.

    A photo would improve the appearance of the site and make it more modern and engaging.

    Proposalfor improvem

    ent

    Von Restorff Effect

    Reducing the number of fields will make the page clearer and encourage more people to complete the search.

  • Homepage

    Usefulness &

    Relevance

    If I leave and come back, even days later, the fields are already pre-filled with my most recent search.

  • Homepage

    Framing Effect

    The word Find is far more positive and motivating than Search.

  • Fly-Drive Proposition

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Fly-Drive Proposition

    I clicked on Find flights, I want to see flights not cars!

    The option for this is already on the homepage AND again after the flight choice. This is surely more than enough?

    Intention &

    Self-Regulation

  • Search Results

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Search Results

    Curse of Knowledge What is Avios? Theres no explanation

    and the banner isnt clickable!

  • Cognitive Fluency

    Search Results

    We first have a big blank zone, then too much information crammed in to one space.

  • Search Results

    The presentation is cleaner with the details of the different classes still available on hover.

    Proposalfor improvem

    ent

    Cognitive Fluency

  • Scarcity Effect

    I am going to hurry and book because they tell me theres only one seat left at this price!

    Search Results

  • Information Bias When I click on More

    Details a pop-up tells me everything I need to know about the different classes.

    Search Results

  • Visual Cueing

    This shaded arrow draws my attention down to the Call-To-Action.

    Search

    Search Results

  • Price

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Price

    Price

    Dont Make me Think

    I have to scroll to the very end of the page to see the Call-To-Action. Do I really have to read everything? All this excessive information is inducing stress and cognitive friction.

  • Price

    Price

    This could be a floating window visible anywhere on the page which directly leads to the bottom of the page and the CTA. The wording of the text also makes it clear that these are all just options and not necessarily important info.

    Proposalfor improvem

    ent

    Dont Make me Think

  • Add Car Rental

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Add Car Rental

    Commitment &

    Consistency

    This is the right time to show me car rental offers - and the prices have already been calculated for my whole trip!

  • Log In

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Log In

    Need For Certainty The reasons why I

    should register are clearly displayed.

  • Passengers

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Passengers

    Foot-In-The-Door

    Technique

    This page is divided in to three forms: Passengers, Person paying and Keeping you informed. This keeps each form short and clear, which encourages me to complete them all.

    Passengers

  • Seats

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Seats

    Cognitive Fluency

    The progression bar has suddenly disappeared on this page! This is confusing.

  • Seats

    Cognitive Fluency And even when the progression

    bar is present, there are many differences between each page in terms of design, names of steps, number of steps Its confusing and lacks visual fluency.

    Step 1

    Step 2

    Step 2 bis

    Step 3

    Step 4

    Step 5

  • Payment

    Fly-DriveProposition

    Search Results

    Passengers Seats Payment

    Price

    Add Car Rental

    Homepage

    Log In

  • Payment

    Payment

    Pain of Paying

    The colour red is too aggressive and stressful; it makes me feel like paying will be extra painful.

  • Payment

    Payment

    329.00

    The aggressive red has been replaced by a relaxing green; the amount has been rounded up to something simpler, smoother, with fewer syllables; and GBP has been removed from the total price to avoid excessive & unnecessary monetary reminders.

    Proposalfor improvem

    ent

    Price Cognition

  • Thank you for reading! I imagine youre now thinking

    one of these 3 things:

    Or subscribe to our newsletter >

    Contact us to optimise your revenue

    1 2 3Thanks, I know how

    to optimise my website.

    In this case: Click here to discover 5 cognitive biases you

    might not know about.

    I need an expert to optimise my

    website.

    I dont have time to think about this.

    Sounds like youre suffering from the Status Quo Bias -

    read more here.

    Benjamin LigierCRO Project Manager

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