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

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

  • 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 errors (5xx,4xx, etc.)• Develop helpful error pages
  • 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 descriptivetext•Don’t makecustomers haveto think• Avoid “hidden”links
  • Clear Price Displays• Bigger is better• Highlight promotional rates• Remain consistent through funnel• Create transparency• Allow customers to change currency
  • Helpful Search Forms• Use predictive text fordestination• Request number of adults /children per room• Request ages of each child• Retain all search detailsthroughout session
  • Return RelevantResults• Default to EANrecommended sort order• Increase number ofresults per page• Sort by proximity forlandmark/address• Don’t forget the map• Suggest alternateproperties
  • 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
  • StreamlineCheckout• Removeunnecessary fieldsand steps• Test one page flow• Remove links fromcheckout header• Provide phonenumber• Remind customerwhat they are buying
  • 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 once• Retain customer entered data• Prevent dead ends
  • 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 ofimprovement
  • Test and fine tune• Implement testing solution• Identify problem areas• Create hypothesis• Test variations• Monitor results andimplement winner• Wash, rinse, repeat!