0 USER JOURNEY! Only 6.3% of customers who enter the funnel from airport hotel pages end up converting! Holiday Extras domain! Commentary! Performance! Availability page! 1 in 7 visitors proceed to the upgrades page! ! lack of information?! 15%! ! lack of urgency?! Upgrades! Almost all proceed to the payment page! 98%! ! Performing well ! ! Can additional upgrades be presented to increase order value which may offset the impact of conversion rates?! Payment! 43%! Just under 1 in 2 then proceed to make a payment! ! Suggests the payment form is performing very well! Conﬁrmation! Summary! At present only 6.3% of users who enter the funnel make a purchase. The Total funnel efﬁciency! largest hurdle is on the availability page where only 15% make it through to the 6.3%! next phase.! We therefore focus our recommendations on the availability page in order to prevent customers falling out of the funnel at the availability page, there are a number of solutions:! a) Provide user with sufﬁcient information to assist in the decision process ! b) Provide user with clear steps to purchase so that they are able to clearly understand where they are in the funnel!
nformation!e more Sample feedback!rmation.! Images! 13%! “Cant see a picture of the hotel. I like to see what I am getting not just have thewas more symbols for the ameneties”! Descriptions and Info! 65%!roduct “cant ﬁnd enough info about the undercover hotel”! Extras! 21%!down by “for early ﬂights, would be useful to see times of transfers. also info as to how to get to hotel if travelling by train.”!
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