4 Routes to a Winning Search Experience
 

4 Routes to a Winning Search Experience

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4 Routes to a Winning Search Experience takes the travel industry's best of examples of what works, what doesn't, what to to test and what to leave alone. We'll look at search widgets, search results ...

4 Routes to a Winning Search Experience takes the travel industry's best of examples of what works, what doesn't, what to to test and what to leave alone. We'll look at search widgets, search results and display, sort and filter and maps, to help you get started on a path to better customer experiences, and a lot more bookings.

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4 Routes to a Winning Search Experience 4 Routes to a Winning Search Experience Presentation Transcript

  • 4 ROUTES TO A WINNINGSEARCH EXPERIENCE BEST PRACTICES IN TRAVEL WEBSITE TESTING AND OPTIMIZATION PART 2
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Table of Contents 3 The Search is On 4 Elements of a Search Experience<< < 5 Route #1: Search Widget 6 $ Route #2: Display and Pricing 7 Route #3: Sort and Filter> >> 8 80 Route #4: Maps 9    + Case Study: Enhancing Search Results with a Recommendations Widget 2
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 The Search Is On Behind every great trip, there’s<< < a great deal of research. Vacations, flights and hotels are not impulse purchases. With much less expendable income, consumers are inevitably pickier about who they book with, when they travel and how much they will spend.> >> In reality, the path to a final, booked trip is fraught with decisions, compromise and questions. Questions only a well-optimized search process can answer. 3
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Elements of a Search Experience Your website must provide the easiest way for visitors to embark on their trip research. And once it has begun, they need key information to seamlessly move into the booking funnel.<< < When am I leaving? Who is coming How much will It may be obvious, but dates of with me? it cost? travel are a number one priority Whether it’s a solo trip or spring It’s a no-brainer: knowing the for would-be bookers. Your visitor break for 10, being able to search range they are going to be might have a timeline in mind, or> >> and display options by group paying play a part in decisions, may be flexible in order to reap size has a big impact on final trip customization and loyalty some cost savings. Either way, decisions. Presence of children program participation. dates are an essential part of the also impacts pricing and trip type. search phase and should always be prominent. Where am I going? There are Getting visitors started with their 4 exact location is crucial — where they land within that location is as well. If you have multiple hotels, car pick-up locations or airports, they must be highlighted elements to spruce up accordingly. for an optimal search results experience… 4
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Route #1 Widget is very small initially, implying simplicity If users have searched on Delta.com before, Search Widget in the process. then their searches will populate in the drop-down.<< < When the travel research journey begins, simplicity, clarity and ease of use are a necessity. Straightforward> >> On click, the search actions within your search widget expands to include more fields. widget can make or break this process, such as clicking on “date field” to trigger a calendar pop-up, automatically populating checkout or return dates, Pre-populating calendar and even saving recent searches in a drop-down field, can boost conversion rates. “Add special rate codes” helps draw attention to the viewer. Just remember: Choice of adding make this widget SkyMiles award tickets Number of 5 accessible at all times travelers and during the search phase. age level
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Route #2 Search Results Display and Pricing $<< < Once your visitors have Clean layout, including moved from the search a progress bar. widget into the results phase, it’s important> >> they have accessibility Search widget remains for easy to all needed information modifications. without having to leave the funnel. The first step in this process is providing a layout that Surrounding dates are cleanly displays a lot of included so the user can toggle between information, including options without prominent pricing. Never re-starting the search. Column format leave them in the dark. of results makes it easy to read times, dates and other information. Once flights are Very prominent pricing, added to the 6 as well as a choice to use cart, total pricing loyalty program points. is displayed.
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Route #3 Sort and Filter<< < With the abundance Filter choices are static next of options your site to results. Results change has to offer for room upon user selections. types, flight times, price> >> points, airports, etc., Simple functionality it’s important to give like checkbox and travelers the ability to dropdowns, cleanly displays all filter choices. easily scale down these results to get more custom choices based on their needs. Sort and filter widgets allow users to easily check out what they want — and don’t want — while remaining in the booking funnel. Sliding scales provide quick 7 ways to filter pricing, timing or room size.
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Route #4 Maps 80<< < The search results page automatically displays a map Travel often involves at the top of the page. venturing into the unknown. Providing consumers with a visual> >> reference point of their hotel or attraction location will not only enhance their booking experience, but keep them on your site — and on the path to a completed booking. “Show Area Map” link Incorporating maps into reloads the page with a the search results page map at the top of the page. is becoming increasingly common and sites are often leveraging third parties, such as Bing 8 or Google Maps, for an interactive, and familiar, widget.
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Case Study Enhancing Search Results with a Recommendations Widget + DEFAULT<< < A global hotel chain wanted to understand the impact of offering a retail-inspired> >> recommendations campaign on its search results page. Powered by learned visitors’ preferences and previous WINNER behaviors, the recommendations widget replaced the search widget location atop the results page. The campaign reviewed specific Over a matter of weeks, metrics to determine its success — such as bookings, revenue, the hotel leader earned number of nights booked, and more than a 5% the overall engagement with the increase (or $658,000!) recommendations model. in revenue from bookings as a result of the personalized 9 recommendations.
  • 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2 Your site is now en route to becoming a great travel research resource.<< < Committing to a flight, hotel or vacation is a big decision, but if your visitors enjoy their search and booking experience, you’ll be golden. Providing> >> savvy online travelers with a more optimized and relevant research experience means you’ll be able to count more of them as booked revenue, time and time again. You’re in the homestretch. Next, it’s tim e booking fun to buff up that nel... 10 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.