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2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
2 goals and target groups  [day1 module2]
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2 goals and target groups [day1 module2]

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  • 1. The fundamentals : Goals & target groups & Calls to action Joost van der Kooij Website Promotion
  • 2.
    • Target groups and objectives…
    • Call to actions
    • Content goal matrix
    • Assignment
    Programme Centre for the Promotion of Imports from developing countries | 2012
  • 3. Target groups and objectives Centre for the Promotion of Imports from developing countries | 2012
    • First the strategy , then the website
    • Your website is an instrument to achieve the goals
    • Multiple target groups on one website …?!
    • Do not forget to prioritize your target groups and goals
    • Define the main calls to action
    • … .. for each target group
  • 4. Content goal matrix Content Goal Matrix Centre for the Promotion of Imports from developing countries | 2012 Profile customer Information, picture, video… Action
  • 5.
    • Use outstanding buttons (font size or type, design, colour , communi c ation…)
    • Conversion of visitors into clients !
    • Quality not quantity ……
    Centre for the Promotion of Imports from developing countries | 2012 Calls to action
  • 6. Goal website
    • Tourist (Family Spain)
    • Tour operator Germany
    • Products / services (inspiring, customized, action)
    • Testimonials / reviews
    • Images, video
    • Safety / country image
    • Payment security
    • Membership of association
    • Enjoy an experience
    • Facilities / activities
    • Awards / Certification /
    • Labels
    • Unique selling proposition
    • Subscribe to newsletter
    • Provide review /
    • testimonial
    • Brochure (order, print)
    • Tell a friend / Share
    • Contact: Skype, phone,
    • chat, call back, form ….
    • Follow us
    • Send inquiry
    • Watch virtual tour
    • Book now !
    • Compose itinerary /
    • package
    • ……… .
    Next > Profile key customers Information (interest, desire…) Action
  • 7.  
  • 8. online
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21. Customized
  • 22. Customized
  • 23. Addthis social bookmarking
  • 24. Free web toolbar Wibyia
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33. Goal website New specialised wildlife tour operators from Germany New independent leisure travelers…
    • Explore your B2B section
    • Download / order your brochure
    • Call me (back) / make telephone appointment / chat
    • Use contact form / send e-mail
    • Ask for quotation
    • Subscribe to e-newsletter or RSS feed
    • Follow us (Facebook, Twitter, Flickr, blog)
    • Make appointment at trade fair
    • Appealing pictures, videos
    • Attractive description of your facilities and activities
    • Testimonials
    • Interactive maps
    • Certifications, awards, memberships
    • Environmental policy
    • Company information
    • Information about working with large groups
    • Direct contact information of representative
    • ……… .
    x Profile of your key customers Information on your website Desired action by your visitor
  • 34. Assignment 2 Centre for the Promotion of Imports from developing countries | 2012 Goals and target groups
  • 35.  
  • 36. Booking
    • “ … 60% of travelers book online when it is available …” (ATDW – tourism e-kit, 2010)
    • However….
    • Almost 40% receive error messages whilst transacting
    • One third are unable to complete a transaction or action on travel sites (survey among online consumers, UK).
    • Critical element: The booking process
    • Clarify the steps !
    • Build trust (privacy policy, terms and conditions, cancellation terms, secure pay, SSL, Verisign…)
    • Example
  • 37.  
  • 38. “… .What a @##!$$ pitty….. I just wanted to book for a group of 20 persons….. for 2 all-inclusive weeks”
  • 39. Smart….??
  • 40. ? Phone not compulsory Captcha – anti-spam ?
  • 41. Booking
    • Integrated online booking systems encourage and simplify transactions (to the customer), save time and handling (to the vendor)
    • Recommended when your site is optimized (usability, persuasion, SEO) otherwise effects will be minimal (and costs high…)
    > show
  • 42.  
  • 43. SIMPLE ! PERSUADE ! STEPS
  • 44. CLEAR COMMUNICATION
  • 45. TRUST RECONFIRM TRANSPARENCY
  • 46. It does not end with the payment …
    • Confirmation message and email to be sent (welcoming and attractive)
    • Confirmation message contains
          • Instructions on whether or not to print the confirmation
          • Directions (map, opening hours etc.) or link to the page with directions
          • Information on how to modify the reservation, plus link to the page
          • Option for feedback and follow on social media …
  • 47.  
  • 48.
    • ATDW has compared online booking systems (ATDW – tourism e-kit, 2010, tutorial 34-35)
    Booking systems compared

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