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EAN Conversion Best PracticesJason Dickson, Head of Site OptimizationMartin Cook, Sr. Web Analytics ManagerDecember 7, 2011
Best Practices            1
Improve Speed &Stability• Reduce stability issues anddowntime• Reduce page load time (<3seconds)• Reduce status code error...
Build Trust andAssurance• Website appearance• Trust symbols• Point-of-action assurances• Peer validation• Awards
Provide Clear Call to  Action• Clear andobvious buttons• Lead customertowardconversion goal• Use persuasiveand descriptive...
Clear Price Displays• Bigger is better• Highlight promotional rates• Remain consistent through funnel• Create transparency...
Helpful Search Forms• Use predictive text fordestination• Request number of adults /children per room• Request ages of eac...
Return RelevantResults• Default to EANrecommended sort order• Increase number ofresults per page• Sort by proximity forlan...
Encourage useof filters• Filter use = higher conversion• Make filters dynamic• Use sliders when possible• Retain all filte...
StreamlineCheckout• Removeunnecessary fieldsand steps• Test one page flow• Remove links fromcheckout header• Provide phone...
Create Urgency• Highlight 5or less rooms• Number oftimes booked• Number ofusers viewing• Time of lastbooking
HelpfulError Messages• Speak like a person• In-line with form field• Anchor page to error field• Display all errors at onc...
Easy to find  content• Limit tabs• Don’t makecustomerssearch• Showthumbnails onmain page• Include guestreviews
Next Steps             13
Understanding yoursite• Define site purpose andKPI’s• Implement tools tomonitor performance• Benchmark• Identify areas ofi...
Test and fine tune• Implement testing solution• Identify problem areas• Create hypothesis• Test variations• Monitor result...
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EAN Partner Summit 2011: It Pays to Optimize – Conversion Workshop

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Transcript of "EAN Partner Summit 2011: It Pays to Optimize – Conversion Workshop"

  1. 1. EAN Conversion Best PracticesJason Dickson, Head of Site OptimizationMartin Cook, Sr. Web Analytics ManagerDecember 7, 2011
  2. 2. Best Practices 1
  3. 3. Improve Speed &Stability• Reduce stability issues anddowntime• Reduce page load time (<3seconds)• Reduce status code errors (5xx,4xx, etc.)• Develop helpful error pages
  4. 4. Build Trust andAssurance• Website appearance• Trust symbols• Point-of-action assurances• Peer validation• Awards
  5. 5. Provide Clear Call to Action• Clear andobvious buttons• Lead customertowardconversion goal• Use persuasiveand descriptivetext•Don’t makecustomers haveto think• Avoid “hidden”links
  6. 6. Clear Price Displays• Bigger is better• Highlight promotional rates• Remain consistent through funnel• Create transparency• Allow customers to change currency
  7. 7. Helpful Search Forms• Use predictive text fordestination• Request number of adults /children per room• Request ages of each child• Retain all search detailsthroughout session
  8. 8. Return RelevantResults• Default to EANrecommended sort order• Increase number ofresults per page• Sort by proximity forlandmark/address• Don’t forget the map• Suggest alternateproperties
  9. 9. Encourage useof filters• Filter use = higher conversion• Make filters dynamic• Use sliders when possible• Retain all filters and sorts• Add option to clear selected filters
  10. 10. StreamlineCheckout• Removeunnecessary fieldsand steps• Test one page flow• Remove links fromcheckout header• Provide phonenumber• Remind customerwhat they are buying
  11. 11. Create Urgency• Highlight 5or less rooms• Number oftimes booked• Number ofusers viewing• Time of lastbooking
  12. 12. HelpfulError Messages• Speak like a person• In-line with form field• Anchor page to error field• Display all errors at once• Retain customer entered data• Prevent dead ends
  13. 13. Easy to find content• Limit tabs• Don’t makecustomerssearch• Showthumbnails onmain page• Include guestreviews
  14. 14. Next Steps 13
  15. 15. Understanding yoursite• Define site purpose andKPI’s• Implement tools tomonitor performance• Benchmark• Identify areas ofimprovement
  16. 16. Test and fine tune• Implement testing solution• Identify problem areas• Create hypothesis• Test variations• Monitor results andimplement winner• Wash, rinse, repeat!

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