How to get more sales by understanding our customer journey, by Richard Skinner, operations director at Responsible Travel. * How do people get to our site * First page they see * After an enquiry * Newsletters & database marketing * Once a customer has booked * When they go on holiday * Marketing packages

1. How to get more sales
By understanding our customer journey

2. How do people get to our site
• Database marketing
• Google search results
• PPC – Google, Bing and testing Meta
• As most will know we sell the slots.
• 70% of our landing traffic comes in on our guide pages.
• Some partners support us with PPC contributions.

3. First page they see
• 15% of traffic comes into a product page. First impressions count.
• To get more sales make sure these pages are perfect.
• All forward dates loaded.
• Images are fantastic, and inclusive.
• Personalisation starts here. Open the enquiry form but don’t enquire
and they’re in our newsletter list we send them a ‘cart abandon’
email 30 minutes later.

4. After an enquiry
• Instant: Confirmation email with member contact details.
• Within a week: Introduction email to tell them about us as a company
• 7 days after enquiry: Follow up email to see how they’re getting along
• Ongoing: Newsletters with section reminding them about their 4
most recent enquiries (4 weeks at the top, then at the bottom for 5
months)

5. Newsletters & database marketing
• Our own system that we developed.
• Personalisation & Geolocation.
• Newsletters: Wider targeting products based on general interests, not
limited by destination (until next browse/enquire but will soon expire
after 2 years if not updated)

6. Once a customer has booked
• Declare as soon as possible. Weekly or as a minimum monthly.
• Customers claim their booking gift. T4T claim: Thank you email with
details of the latest T4T outing or LP claim: TT sends a manual email
with voucher code. Goes on Account manager list of undeclared
bookings.
• Newsletters: Wider targeting products based on general interests, not
limited by destination and loyalty discount code they can use next
time they book.

7. When they go on holiday
• One week before: pre-departure email.
• Whilst on holiday they won’t receive any newsletters.
• After they get back: 2 emails a week apart asking to submit a review.
• Reviews help sell holidays by reinforcing a customer’s choice. Ask
your customers to complete the form.
• Negative reviews; Respond to them without taking it ……. and being
…… or ……. We prefer a lack of…… as well.

8. Marketing packages
• Account managers sell marketing packages, not just newsletter slots.
• Articles, although fewer options now that we have written over 3000
articles. Product page re-writes which will help with SEO. Home page
promotional slots. Joint PPC campaigns.