The document discusses strategies for website promotion, including defining goals, target groups, and calls to action. It emphasizes prioritizing target groups and their specific goals, and designing customized content and clear calls to action for each group. A table provides examples of goals and calls to action for different target groups visiting a tourism website, such as encouraging reviews, subscriptions, or booking trips. It stresses simplifying the booking process to build trust and allow visitors to easily complete transactions.

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

8. online

21. Customized

22. Customized

23. Addthis social bookmarking

24. Free web toolbar Wibyia

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

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

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

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 …

48. ATDW has compared online booking systems (ATDW – tourism e-kit, 2010, tutorial 34-35) Booking systems compared