Stephen Pavlovich, Outconvert your competitors and steal their affiliatesPresentation Transcript
Share a strategy forconversion optimisation that’s specific to travel
When is a 20% increaseworth more than 20%?
Old booking page New booking pageSearches/mo 10,000 10,000Conversion rate 2% 2.4%ROI +50% +60%
Old booking page New booking page Searches/mo 10,000 10,000 Conversion rate 2% 2.4% ROI +50% +60%Option A: Keep the same Option B: Increase spendspend and increase profit and increase market share
What aboutunprofitable keywords?
Old booking page New booking pageSearches/mo 100,000 100,000Conversion rate 1% 1.2%ROI –10% +8%
Old booking page New booking pageSearches/mo 100,000 100,000Conversion rate 1% 1.2%ROI –10% +8% Option B: Acquire significantly more traffic (and market share)
Conversion optimisation can deliver rapid increases in market share
Why conversion optimisation isdifferent in travel
Awareness Consideration Purchase They want tosolve a problem “I want to keep my iPad shiny.”
Awareness Consideration Purchase They look at possible solutions “This one has 567 ***** reviews.”
Awareness Consideration Purchase They buy a solution (and evaluate) “It’s actually pretty flimsy.”
Awareness Consideration PurchaseProcess can last one session (impulse purchase)
Awareness Consideration PurchaseProcess can last one session (impulse purchase) …or several sessions lasting weeks (complex purchase)
Don’t do this…
SEO/PPC Visit Conversion
Let’s use a holidaybooking as an example
Awareness Desire to go on holiday What type of holiday? ConsiderationDestination Flight Hotel Extras Purchase Price Trust Usability
Awareness Get destination ideas Desire to go on holiday What type of holiday? What’s the weather like? Can we afford it? Consideration When can we go?Destination Flight Hotel Extras What are the hotels like? Purchase How long for? Price Trust Usability Do we hire a car?
Awareness The whole Desire to go on holiday What type of holiday? process can take several weeks, Consideration acrossDestination Flight Hotel Extras multiple computers, involving Purchase multiple people. Price Trust Usability
Awareness …Just as you Desire to go on holiday What type of holiday? would use different KWs to target Consideration each phase,Destination Flight Hotel Extras so should you use different Purchase conversion strategies. Price Trust Usability
Your conversion strategy must cover the whole decision process
BetweenImmediate Session Conversion sessions
Between Immediate Session Conversion sessionsRelevanceTrustAppealUrgencyObjectionsAction
Between Immediate Session Conversion sessionsUsabilityPersuasionAction
#1 Choice kills your conversion rate
Too much choice can be a bad thing
#1 Choice kills Narrow down all choices(including navigation elements)
Link the statements to modal windows with more information about the benefit. Make the overlays stick.
#2 Make yourbenefits memorable and sticky
#3 Bridge the gap
Between Immediate Session Conversion sessionsEmailRetargetMemory
What’s a lead What happened to that passenger? £10 deposit?Is there a fee for paying I need to doublecheck with a credit card? the dates. Why should I book Is there enough money with you? on my credit card?
Move the emailfield up the page and capture inputs with AJAX.Or split the form across two pages.
An easy way to track competitors’ email marketing…
You’ll have an Evernote email address.Eg firstname.lastname@example.org
You’ll have an Evernote email address. Eg email@example.com Then set up your mail client to autoforwardnewsletters/abandoned basket emails/price alerts from your competitors to Evernote.
#3 Bridge the gapDon’t rely on visitors remembering you. Get their email by saving their search, giving price alerts, free guides…