@QubitGroup
Webinar: Going the extra mile.
How travel businesses can discover visitor
segments and personalize for every u...
@QubitGroup
Agenda:
•
Introduction to travel personalization
•
Our latest research: Travel vs Retail
•
Best practice: 7 wa...
@QubitGroup
Introduction:
Personalization for travel businesses;
the what, why, and how?
#QubitTravel
@QubitGroup
What is personalization?
#QubitTravel
@QubitGroup
Understanding and segmenting your visitors
The Dreamers The Lookers The Bookers
Tend to browse
destinations wi...
@QubitGroup
Why personalize?
#QubitTravel
@QubitGroup
40% of customers don’t know
where they want to go when
they start looking
So where are you going to send them?...
@QubitGroup
Users will visit 22 different
websites before booking a holiday.
Even when they’ve found the right
holiday at ...
@QubitGroup
The potential for ancillary
revenue is huge
2007 saw $2.5 billion in ancillary
puchases.
In 2011, it was $22.7...
@QubitGroup
How would I personalize?
#QubitTravel
@QubitGroup
Convert
Engage
Attract
Retain
#QubitTravel
@QubitGroup
Our latest industry research:
Travel vs Retail
How travel professionals need to think differently to
engage, c...
@QubitGroup
We already know this...
Conversion rates are lower:
Qubit’s travel clients see an average conversion rate of 0...
@QubitGroup
#1 Mobile is a bigger opportunity for travel
• Travel customers are twice as likely to browse
on a mobile than...
@QubitGroup
#2 Media mix differs greatly for travel
Action: Use an
advanced
attribution
model to value
upper funnel
activi...
@QubitGroup
#3 Site search is crucial for travel
Action: Make your search
bar prominent & use filters
to boost use.
• Trave...
@QubitGroup
#4 Cart abandonment is a big opportunity
Action: Use a site
abandonment tool to
catch leaving users
• Over 25%...
@QubitGroup
#5 First impressions are important
• Travel users see
fewer pages on their
first visit but more in
later sessio...
@QubitGroup
#6 Travel users repeat purchase faster
Action: Merchandize based on
personalized information.
• Travel visitor...
@QubitGroup
Download our
whitepaper:
bit.ly/qubitresearch-travel
• Featuring more detailed data
behind our insights
• Onli...
@QubitGroup
Best practice:
7 ways to personalize the travel path to purchase!
#QubitTravel
@QubitGroup
#1
Hyperlocal
landing pages that
look like home
@QubitGroup
Use hyperlocal targeting to a granular level: city, country, & more
#QubitTravel
@QubitGroup
#2
Target them
with future
forecasts
@QubitGroup
Local weather impacts decisions for that last minute deal
#QubitTravel
@QubitGroup
#3
Push them to
engage with
your content
@QubitGroup
Push users to engaging content and third party reviews
Destination guides Customer reviews
#QubitTravel
@QubitGroup
#4
Retarget them
with what they
were already
looking for
@QubitGroup
Remind users of their last search with a homepage takeover
Before: their interested product After: retargeted ...
@QubitGroup
#5
Get them there
with urgency
messages
@QubitGroup
Create a sense of urgency in visitors with low stock alerts
#QubitTravel
@QubitGroup
#6
Upsell them at
the basket with
ancillary products
@QubitGroup
Upsell helpful add-ons at the checkout to boost AOV
#QubitTravel
@QubitGroup
#7
Nudge them
to your best
functionality
@QubitGroup
Remind users of helpful functionality with a pointer nudge
#QubitTravel
@QubitGroup
AND:
Don’t ignore their
devices, mobile is
an opportunity
@QubitGroup
Use mobile to make it easier to re-engage in the future
#QubitTravel
@QubitGroup
Dreamers
• Wishlist prompts
• Content engagement
• Inspired searches
• Flexibility messaging
• Functionality p...
@QubitGroup
Thank you
Any questions?
matt@qubitproducts.com
sergio@qubitproducts.com
#QubitTravel
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Going the extra mile: How travel businesses can discover visitor segments and personalize for every visitor journey.

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Discover how travel businesses can use personalization techniques to drive conversions, fast for their online visitors. In this webinar, Qubit's travel team are joined by Carol Savage from Exodus Travel and discuss how travel businesses can adapt to the world of real-time retailing.

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Going the extra mile: How travel businesses can discover visitor segments and personalize for every visitor journey.

  1. 1. @QubitGroup Webinar: Going the extra mile. How travel businesses can discover visitor segments and personalize for every user journey Tuesday, April 8th 2014 Carol Savage, Marketing Director at Exodus Travel Matt Pollock, Travel lead at Qubit Sergio Iacobucci, Travel Strategist at Qubit #QubitTravel
  2. 2. @QubitGroup Agenda: • Introduction to travel personalization • Our latest research: Travel vs Retail • Best practice: 7 ways to personalize on the travel path to purchase • Q&A #QubitTravel
  3. 3. @QubitGroup Introduction: Personalization for travel businesses; the what, why, and how? #QubitTravel
  4. 4. @QubitGroup What is personalization? #QubitTravel
  5. 5. @QubitGroup Understanding and segmenting your visitors The Dreamers The Lookers The Bookers Tend to browse destinations with no set holiday in mind Starting to look at accommodation, flights, and deals. They know where and when they’re going – now it’s about the extras. #QubitTravel
  6. 6. @QubitGroup Why personalize? #QubitTravel
  7. 7. @QubitGroup 40% of customers don’t know where they want to go when they start looking So where are you going to send them? Travolution November 2013 #QubitTravel
  8. 8. @QubitGroup Users will visit 22 different websites before booking a holiday. Even when they’ve found the right holiday at the right price, 50% will continue the search. Travolution November 2013
  9. 9. @QubitGroup The potential for ancillary revenue is huge 2007 saw $2.5 billion in ancillary puchases. In 2011, it was $22.7 billion. Ideaworks
  10. 10. @QubitGroup How would I personalize? #QubitTravel
  11. 11. @QubitGroup Convert Engage Attract Retain #QubitTravel
  12. 12. @QubitGroup Our latest industry research: Travel vs Retail How travel professionals need to think differently to engage, convert, and retain customers. #QubitTravel
  13. 13. @QubitGroup We already know this... Conversion rates are lower: Qubit’s travel clients see an average conversion rate of 0.75%, whereas retail sees an average of 5.29% Average order values are typically higher: Qubit’s travel clients see an average order value over 10 times greater than that of retail Paths to purchase take longer: Travel purchases take double the time compared to retail; 13.2 days compared to 6.5. #QubitTravel
  14. 14. @QubitGroup #1 Mobile is a bigger opportunity for travel • Travel customers are twice as likely to browse on a mobile than retail customers. • Mobile and tablet conversion rates are 15 times and 10 times lower than retail. Action: Use hyperlocal targeting to serve location based offers. #QubitTravel
  15. 15. @QubitGroup #2 Media mix differs greatly for travel Action: Use an advanced attribution model to value upper funnel activity • PPC has a much bigger impact for travel, approx. 50% higher than for retail. • For travel, affiliate traffic is a much smaller percentage yet have the highest conversion rate. #QubitTravel
  16. 16. @QubitGroup #3 Site search is crucial for travel Action: Make your search bar prominent & use filters to boost use. • Travel users spend an average of 7 seconds per search pageview. • Only 24% of retail sessions use search, compared to 99% of travel #QubitTravel
  17. 17. @QubitGroup #4 Cart abandonment is a big opportunity Action: Use a site abandonment tool to catch leaving users • Over 25% of travel visits look at the basket, compared with 7.38% in retail • Nearly 90% of travel visitors leave before confirmation, compared with 28.4% in retail #QubitTravel
  18. 18. @QubitGroup #5 First impressions are important • Travel users see fewer pages on their first visit but more in later sessions. • On first visits, travel visitors convert half as often as retail. Action: Target new visitors with incentives to return. #QubitTravel
  19. 19. @QubitGroup #6 Travel users repeat purchase faster Action: Merchandize based on personalized information. • Travel visitors tend to make associated purchases • Very few visitors purchase more than once over a 2 month period #QubitTravel
  20. 20. @QubitGroup Download our whitepaper: bit.ly/qubitresearch-travel • Featuring more detailed data behind our insights • Online examples from travel websites • Key actions you can implement today #QubitTravel
  21. 21. @QubitGroup Best practice: 7 ways to personalize the travel path to purchase! #QubitTravel
  22. 22. @QubitGroup #1 Hyperlocal landing pages that look like home
  23. 23. @QubitGroup Use hyperlocal targeting to a granular level: city, country, & more #QubitTravel
  24. 24. @QubitGroup #2 Target them with future forecasts
  25. 25. @QubitGroup Local weather impacts decisions for that last minute deal #QubitTravel
  26. 26. @QubitGroup #3 Push them to engage with your content
  27. 27. @QubitGroup Push users to engaging content and third party reviews Destination guides Customer reviews #QubitTravel
  28. 28. @QubitGroup #4 Retarget them with what they were already looking for
  29. 29. @QubitGroup Remind users of their last search with a homepage takeover Before: their interested product After: retargeted homepage #QubitTravel
  30. 30. @QubitGroup #5 Get them there with urgency messages
  31. 31. @QubitGroup Create a sense of urgency in visitors with low stock alerts #QubitTravel
  32. 32. @QubitGroup #6 Upsell them at the basket with ancillary products
  33. 33. @QubitGroup Upsell helpful add-ons at the checkout to boost AOV #QubitTravel
  34. 34. @QubitGroup #7 Nudge them to your best functionality
  35. 35. @QubitGroup Remind users of helpful functionality with a pointer nudge #QubitTravel
  36. 36. @QubitGroup AND: Don’t ignore their devices, mobile is an opportunity
  37. 37. @QubitGroup Use mobile to make it easier to re-engage in the future #QubitTravel
  38. 38. @QubitGroup Dreamers • Wishlist prompts • Content engagement • Inspired searches • Flexibility messaging • Functionality pointers • Video engagement • Search based recommendations • USP messaging Lookers • Retargeting with recent searches • Hyperlocal targeting • The importance of customer reviews • Map pointers Bookers • Weather forecasting for last minute deals • Urgency messaging • Upselling at the basket with ancillary purchases • Cart abandonment catching • Offer retargeting • Countdown timers • Value proposition for the price sensitive Different segments respond to different solutions #QubitTravel
  39. 39. @QubitGroup Thank you Any questions? matt@qubitproducts.com sergio@qubitproducts.com #QubitTravel

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