2 goals and target groups [day1 module2]

610 views

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
610
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2 goals and target groups [day1 module2]

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

×