Delta

Delta chooses Optimost to track when and how customers use their website.

Delta Air Lines is one of the largest airlines in the world offering flights to 453 worldwide destinations in 97 countries. Millions of customers each day rely on delta.com to research flights, purchase tickets, and manage itineraries.

Delta’s online purchase process consists of five steps:

• Step 1: Enter Flight Information
• Step 2: Select Flight
• Step 3: Enter Personal Information
• Step 4: Verify Information/Purchase
• Step 5: Confirmation

An analysis of the site traffic revealed that a large percentage of web visitors dropped off after reaching Step 3, the page that requires them to enter their personal information. This drop-off was especially confusing to Delta since visitors reaching this stage have already seen pricing and made their flight selections.

Realizing that changes needed to be made, Delta brought in Optimost to help analyze their sales funnel, conduct online tests as needed, and ultimately increase their online revenue. The dedicated Optimost team conducted multivariable tests on the Step 3 page. Based on the test plan, which included 8 variables and 52 values (different versions of the variables), the Optimost engine was able to quickly identify and generate over 1.4 million possible permutations of the page. In addition to testing a wide range of variables like the passenger information fields, instructions, and billing information, Optimost was able to conduct segmentation tests, looking at conversions during weekdays, weekends, and different dayparts. Based on the success of this initial test, Delta has dramatically increased the scope of its testing program and is now conducting a series of multivariable tests on multiple pages throughout their site.