Optimizing the Online Customer Experience
May 30th, 2007  by Jennifer LeClaire

Another player in the travel industry is getting on board with web analytics. El Al Airlines, a major carrier in Israel, is deploying ClickTracks JDC, which includes search engine optimization, display ads, paid search and web analytics. El Al’s goal is to optimize the customer experience.

Specifically, the airline is looking to make it easier for travelers to book airline tickets, manage their loyalty points, find flight information and access special services. Web analytics is the baseline of this as the tool will show El Al how visitors are navigating through the site. The airline is looking to determine how different navigation schemes and purchasing processes affect the web site’s ease of use and ability to simply and quickly complete a flight booking.

The travel industry is one of many that need to embrace web analytics at another level. It’s one of the hottest industries online and one that is employing more rich media options for visitors. All this must also be measured.

Do widgets that offer weather in cities increase conversions, for example? Are the anticipated number of people signing up for loyalty programs? Are travelers abandoning online booking and calling in mid-way through the process?

Web analytics will tell El Al all that and more. Now it’s up to them to take that data and optimize around it. Like Eric Peterson always says, we need to take a process-driven approach to web analytics. El Al has taken a good first step by implementing this software. Next, they can employ elements of Conversion Design to boost their sales. That’s the ROI-driven approach that Pedro and I are advocating as vital going forward.