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Simple solutions that will convert more
website visitors into paying customers!
13 ways to engage with guests before they leave your website
Contact Information
Lyles Armour
Lyles.armour@rezstream.com
(720) 420-7783
Additional Resources
• Blog
• Webinars
• Resource Guides
• Business Evaluations
23 ways to engage with guests before they leave your website
Table of Contents
In this webinar we’ll cover:
1. Website 101 best practices
2. The definition of a conversion
3. The value of free downloadable
content
4. Using Exit Intent technology
33 ways to engage with guests before they leave your website
Website 101 Best Practices
These are must haves for websites built after 2015.
43 ways to engage with guests before they leave your website
10 Questions you should asking about your website.
1) Is your website responsive OR mobile-friendly?
2) Is your website a Content Management System?
3) Is your website SEO-friendly?
4) Do you have Google Analytics and Google Webmaster
Tools on your website?
5) Does your website include links/widgets to an online
booking engine?
6) Does your website have Structured Data (schema)
markup?
7) Does your website offer strong CTAs to encourage
desired actions?
8) Does your website meet Google’s page speed
recommendations?
9) What are your current website metrics (bounce rates,
user navigation flows, and conversion rates)
10) What do you offer to keep people engaged on your
website?
53 ways to engage with guests before they leave your website
Are you paying attention to Google Analytics?
A website reevaluation is necessary if you see performance dips in the key visitor metrics:
• Number of sessions - Total number of visits to the website.
• % of new sessions - New traffic means your marketing is reaching new users.
• Bounce rate - How many visitors leave after viewing a single page on your site?
• Conversion goals - Doesn’t always mean it’s an online reservation.
• Engagement - How long did they stay and how many pages did they visit?
Benchmarks
• Number of sessions – 2% - 5% above the previous year?
• % of new sessions – 70%
• Bounce rate – 30% - 40%
• Conversion goals – 1.5% or higher
• Engagement – 1 minute, 30 seconds
63 ways to engage with guests before they leave your website
Help users easily access content on mobile
7
Hotel bookings on mobile
devices increased 67% in
the U.S. in 2016
72% of all bookings made
on mobile devices happen
48 hours before check in
Hotel searches on
mobile devices
grew 137% in 2016
3 ways to engage with guests before they leave your website
Don’t miss out on newer technology
Things like
• Schema (structured data)
• Open Graph for Facebook
• Https vs. http (secure your website)
• AMP (Accelerated Mobile Pages)
• Review widgets/forms
These items help you attract and keep guests
on your website.
83 ways to engage with guests before they leave your website
The Definition of a Conversion
Is there more than one way for a visitor to convert on your website?
93 ways to engage with guests before they leave your website
Poll Question
10
What does “conversion” mean to you?
3 ways to engage with guests before they leave your website
A 2% or higher conversion rate is ideal
11
Use strong calls to action (CTAs) to get the visitor to take an action.
• Use clear text for the desired action.
• Select good colors for your CTAs.
• Make sure they’re placed in a good location.
3 ways to engage with guests before they leave your website
Are you getting them to your booking engine?
1. Seamless transition.
2. See available units based on the search dates.
3. See unavailable units based on the same search.
4. Filter units based on pricing, capacity, or amenity.
5. Offer packages and POS items.
6. Clearly outlines terms & conditions.
7. Display multiple rates or discounts.
8. Create promos for more enticing offers.
9. Offer commission-free gift certificates.
10. Integrations with 3rd parties.
11. Multiple ways to access the booking engine.
123 ways to engage with guests before they leave your website
What might be preventing conversions?
Don’t make it painful for your guests
1. Slow-to-load page
2. Self-sufficient content
3. Misleading title/meta description tags
4. Blank page or technical error
5. Bad or obnoxious UX
Bounce rate grading scale
26-40%: Excellent
41-55%: Average
56-70%: Higher than normal, but could make
sense depending on the website
70% or higher: Bad and/or something is
probably broken
133 ways to engage with guests before they leave your website
The Value of Free
Downloadable Content
Whoever said you shouldn’t give away things for free?
143 ways to engage with guests before they leave your website
How can free content provide
value to your brand?
Research has shown that 45% of
a company’s reputation is
directly related to what is says.
Giving away free content helps establish
your property as THE expert in everything
related to:
• Weddings
• Meetings/Events
• Tours/Itineraries
• Spa services
• Dining
153 ways to engage with guests before they leave your website
• 81% of people conduct research before buying a product
or service
• 77% of potential shoppers use Google to do their research
• 84.3% of people will check out a business’ website before
making a purchase
Build brand recognition and trust
Your free content will help you
1. Establish your brand as an expert
2. Generate “soft” interest in your brand
3. Communicate your value
4. Boost your social presence
5. Boost brand loyalty through interactivity
163 ways to engage with guests before they leave your website
What’s your free content sale strategy?
17
Don’t put yourself in a sticky situation that creates more headaches for your staff. Put a plan in place
on how you want to proceed after someone has requested/downloaded your content.
Ask yourself these three questions:
1. What is your objective?
2. How valuable is the content to your competitors?
3. Who’s responsible for maintaining the content?
3 ways to engage with guests before they leave your website
Poll Question
18
Do you have a strategy to engage with guests after they leave your website?
3 ways to engage with guests before they leave your website
Using Exit Intent Technology
Automated efforts to “save” a customer on their way to your competition.
193 ways to engage with guests before they leave your website
What is OptinMonster?
20
OptinMonster converts website visitors into subscribers and
soon-to-be paying customers using pop-up technology.
“Our technology detects user behavior and prompts them with
a targeted campaign at a precise moment they’re about to
leave your website.”
How does it work:
• Create a custom form and message
• Identify the pages and actions you want to target
• Add the code to your website
• Measure your results
3 ways to engage with guests before they leave your website
Examples of OptinMonster Display Ads
3 ways to engage with guests before they leave your
website
21
Examples of OptinMonster Display Ads
3 ways to engage with guests before they leave your
website
22
Examples of OptinMonster Display Ad
What are the results?
• 3,216 visitors
• 638 clicks to landing page
• 19.84% conversion rate
3 ways to engage with guests before they leave your
website
23
Examples of OptinMonster Display Ad
3 ways to engage with guests before they leave your
website
24
Examples of OptinMonster Display Ad
3 ways to engage with guests before they leave your
website
25
Examples of OptinMonster Display Ad
What are the results?
• 1,745 visitors
• 318 clicks into the booking engine
• 18.22% conversion rate
3 ways to engage with guests before they leave your
website
26
What is CartStack?
27
CartStack brings customers back to your site by monitoring when they abandon their shopping carts, and sending them real-
time, conversion-focused emails to persuade them to finalize their purchase.
3 ways to engage with guests before they leave your website
Ask your provider if
they support
custom tracking
scripts in your
booking engine.
Understanding the value of CartStack
• CartStack monitors and captures email addresses
in real-time even if the visitor didn’t hit “submit”
• Use a “support” tone in your automated emails
rather than a sales tone.
• 26% of abandoners mention “not ready to buy” as
their reason for leaving
• CartStack’s emails fall under a category that is not
controlled by the CAN-SPAM Act of 2003.
3 ways to engage with guests before they leave your
website
28
Why is CartStack good for your property?
To effectively use this tool you need to understand your
cart abandonment rate.
1. A custom Google Analytics report (see here)
2. Quick and dirty math
The basic formula is Cart Abandonment Rate =
1- (Purchases Completed / Purchases Initiated)
• For example, if 10,000 customers added something
to their carts, but only 3,000 sales came through…
1 – (3,000 / 10,000) = 0.7 or 70% Abandonment
Rate.
3 ways to engage with guests before they leave your
website
29
So, why do people really
abandon their online carts?
Live Demo
Let’s take a look at how it all works.
303 ways to engage with guests before they leave your website
3 ways to engage with guests before they leave your
website
31
https://guest.rezstream.com/Search/the-wise-bed-breakfast
32
Thank you for Attending.
See you again
next time!
3 ways to engage with guests before they leave your website
Benefits of Revenue
Management
Catch our next webinar Thursday, July 20
33
Sign up for future webinars at
www.rezstream.com/webinars
3 ways to engage with guests before they leave your website
Presented by Josh Wise

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RezStream Webinar: 3 ways to engage with guests before they leave your website

  • 1. Simple solutions that will convert more website visitors into paying customers! 13 ways to engage with guests before they leave your website
  • 2. Contact Information Lyles Armour Lyles.armour@rezstream.com (720) 420-7783 Additional Resources • Blog • Webinars • Resource Guides • Business Evaluations 23 ways to engage with guests before they leave your website
  • 3. Table of Contents In this webinar we’ll cover: 1. Website 101 best practices 2. The definition of a conversion 3. The value of free downloadable content 4. Using Exit Intent technology 33 ways to engage with guests before they leave your website
  • 4. Website 101 Best Practices These are must haves for websites built after 2015. 43 ways to engage with guests before they leave your website
  • 5. 10 Questions you should asking about your website. 1) Is your website responsive OR mobile-friendly? 2) Is your website a Content Management System? 3) Is your website SEO-friendly? 4) Do you have Google Analytics and Google Webmaster Tools on your website? 5) Does your website include links/widgets to an online booking engine? 6) Does your website have Structured Data (schema) markup? 7) Does your website offer strong CTAs to encourage desired actions? 8) Does your website meet Google’s page speed recommendations? 9) What are your current website metrics (bounce rates, user navigation flows, and conversion rates) 10) What do you offer to keep people engaged on your website? 53 ways to engage with guests before they leave your website
  • 6. Are you paying attention to Google Analytics? A website reevaluation is necessary if you see performance dips in the key visitor metrics: • Number of sessions - Total number of visits to the website. • % of new sessions - New traffic means your marketing is reaching new users. • Bounce rate - How many visitors leave after viewing a single page on your site? • Conversion goals - Doesn’t always mean it’s an online reservation. • Engagement - How long did they stay and how many pages did they visit? Benchmarks • Number of sessions – 2% - 5% above the previous year? • % of new sessions – 70% • Bounce rate – 30% - 40% • Conversion goals – 1.5% or higher • Engagement – 1 minute, 30 seconds 63 ways to engage with guests before they leave your website
  • 7. Help users easily access content on mobile 7 Hotel bookings on mobile devices increased 67% in the U.S. in 2016 72% of all bookings made on mobile devices happen 48 hours before check in Hotel searches on mobile devices grew 137% in 2016 3 ways to engage with guests before they leave your website
  • 8. Don’t miss out on newer technology Things like • Schema (structured data) • Open Graph for Facebook • Https vs. http (secure your website) • AMP (Accelerated Mobile Pages) • Review widgets/forms These items help you attract and keep guests on your website. 83 ways to engage with guests before they leave your website
  • 9. The Definition of a Conversion Is there more than one way for a visitor to convert on your website? 93 ways to engage with guests before they leave your website
  • 10. Poll Question 10 What does “conversion” mean to you? 3 ways to engage with guests before they leave your website
  • 11. A 2% or higher conversion rate is ideal 11 Use strong calls to action (CTAs) to get the visitor to take an action. • Use clear text for the desired action. • Select good colors for your CTAs. • Make sure they’re placed in a good location. 3 ways to engage with guests before they leave your website
  • 12. Are you getting them to your booking engine? 1. Seamless transition. 2. See available units based on the search dates. 3. See unavailable units based on the same search. 4. Filter units based on pricing, capacity, or amenity. 5. Offer packages and POS items. 6. Clearly outlines terms & conditions. 7. Display multiple rates or discounts. 8. Create promos for more enticing offers. 9. Offer commission-free gift certificates. 10. Integrations with 3rd parties. 11. Multiple ways to access the booking engine. 123 ways to engage with guests before they leave your website
  • 13. What might be preventing conversions? Don’t make it painful for your guests 1. Slow-to-load page 2. Self-sufficient content 3. Misleading title/meta description tags 4. Blank page or technical error 5. Bad or obnoxious UX Bounce rate grading scale 26-40%: Excellent 41-55%: Average 56-70%: Higher than normal, but could make sense depending on the website 70% or higher: Bad and/or something is probably broken 133 ways to engage with guests before they leave your website
  • 14. The Value of Free Downloadable Content Whoever said you shouldn’t give away things for free? 143 ways to engage with guests before they leave your website
  • 15. How can free content provide value to your brand? Research has shown that 45% of a company’s reputation is directly related to what is says. Giving away free content helps establish your property as THE expert in everything related to: • Weddings • Meetings/Events • Tours/Itineraries • Spa services • Dining 153 ways to engage with guests before they leave your website • 81% of people conduct research before buying a product or service • 77% of potential shoppers use Google to do their research • 84.3% of people will check out a business’ website before making a purchase
  • 16. Build brand recognition and trust Your free content will help you 1. Establish your brand as an expert 2. Generate “soft” interest in your brand 3. Communicate your value 4. Boost your social presence 5. Boost brand loyalty through interactivity 163 ways to engage with guests before they leave your website
  • 17. What’s your free content sale strategy? 17 Don’t put yourself in a sticky situation that creates more headaches for your staff. Put a plan in place on how you want to proceed after someone has requested/downloaded your content. Ask yourself these three questions: 1. What is your objective? 2. How valuable is the content to your competitors? 3. Who’s responsible for maintaining the content? 3 ways to engage with guests before they leave your website
  • 18. Poll Question 18 Do you have a strategy to engage with guests after they leave your website? 3 ways to engage with guests before they leave your website
  • 19. Using Exit Intent Technology Automated efforts to “save” a customer on their way to your competition. 193 ways to engage with guests before they leave your website
  • 20. What is OptinMonster? 20 OptinMonster converts website visitors into subscribers and soon-to-be paying customers using pop-up technology. “Our technology detects user behavior and prompts them with a targeted campaign at a precise moment they’re about to leave your website.” How does it work: • Create a custom form and message • Identify the pages and actions you want to target • Add the code to your website • Measure your results 3 ways to engage with guests before they leave your website
  • 21. Examples of OptinMonster Display Ads 3 ways to engage with guests before they leave your website 21
  • 22. Examples of OptinMonster Display Ads 3 ways to engage with guests before they leave your website 22
  • 23. Examples of OptinMonster Display Ad What are the results? • 3,216 visitors • 638 clicks to landing page • 19.84% conversion rate 3 ways to engage with guests before they leave your website 23
  • 24. Examples of OptinMonster Display Ad 3 ways to engage with guests before they leave your website 24
  • 25. Examples of OptinMonster Display Ad 3 ways to engage with guests before they leave your website 25
  • 26. Examples of OptinMonster Display Ad What are the results? • 1,745 visitors • 318 clicks into the booking engine • 18.22% conversion rate 3 ways to engage with guests before they leave your website 26
  • 27. What is CartStack? 27 CartStack brings customers back to your site by monitoring when they abandon their shopping carts, and sending them real- time, conversion-focused emails to persuade them to finalize their purchase. 3 ways to engage with guests before they leave your website Ask your provider if they support custom tracking scripts in your booking engine.
  • 28. Understanding the value of CartStack • CartStack monitors and captures email addresses in real-time even if the visitor didn’t hit “submit” • Use a “support” tone in your automated emails rather than a sales tone. • 26% of abandoners mention “not ready to buy” as their reason for leaving • CartStack’s emails fall under a category that is not controlled by the CAN-SPAM Act of 2003. 3 ways to engage with guests before they leave your website 28
  • 29. Why is CartStack good for your property? To effectively use this tool you need to understand your cart abandonment rate. 1. A custom Google Analytics report (see here) 2. Quick and dirty math The basic formula is Cart Abandonment Rate = 1- (Purchases Completed / Purchases Initiated) • For example, if 10,000 customers added something to their carts, but only 3,000 sales came through… 1 – (3,000 / 10,000) = 0.7 or 70% Abandonment Rate. 3 ways to engage with guests before they leave your website 29 So, why do people really abandon their online carts?
  • 30. Live Demo Let’s take a look at how it all works. 303 ways to engage with guests before they leave your website
  • 31. 3 ways to engage with guests before they leave your website 31 https://guest.rezstream.com/Search/the-wise-bed-breakfast
  • 32. 32 Thank you for Attending. See you again next time! 3 ways to engage with guests before they leave your website
  • 33. Benefits of Revenue Management Catch our next webinar Thursday, July 20 33 Sign up for future webinars at www.rezstream.com/webinars 3 ways to engage with guests before they leave your website Presented by Josh Wise

Editor's Notes

  1. http://www.travelagentcentral.com/running-your-business/stats-hotel-bookings-mobile-devices-up-67-percent Why is Mobile so important? Hotel bookings on mobile devices increased 67% in the U.S. in 2016 72% of all bookings made on mobile devices happen 48 hours before check in Hotel searches on mobile devices grew 137% in 2016 Google’s Plan moving forward: Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Sources http://searchengineland.com/google-begins-experimenting-mobile-first-index-hopes-expand-upcoming-months-262527
  2. Source http://www.business2community.com/seo/7-tricks-make-web-design-seo-friendly-0877501#WfiDRRvYQATXBfIc.97
  3. What does “conversion” mean to you? When a guest enters my booking engine from my website. When a guest completes the booking process. When a guest fills out a form on my website. When a guest signs up for “special offers” email. All of the above. Identify which conversions lead to the greatest success in driving online reservations.
  4. Clear text of the desired action Examples include book now, book it, reserve now, and reserve it. Stay away from passive text like, “check availability.” Colors Your calls to action need stand out. Contrasting colors work best to make calls to action buttons stand out. Location, Location, Location Use A/B testing Implement CrazyEgg to see how visitors are interacting with your website. Test it yourself, you’d be surprised on what you would find if you put yourself in your guest shoes.
  5. 148.3 million travel bookings are made on the internet each year What are the advantages of an online booking engine? Receive bookings 24/7/365. Take payments online. It’s good customer services Make sure your online booking engine offers revenue tracking so you can understand where your business is coming from. Organic, direct, referral?
  6. Source https://www.searchenginejournal.com/10-reasons-website-can-high-bounce-rate/182260/ Slow-to-load page: Has been a ranking signal as far back as 2010. Self-Sufficient: Make sure you content speaks to what they looking to find. Include CTA to entice the reader to take an action. Misleading Title/Meta Description Tags: It’s not always about the total number of overall visitors, don’t fool your visitors into clicking to your website only to leave. This will impact all of your visitor behavior metrics. Blank Page or Technical Error: How well are you reviewing your website for broken pages. Are you checking Google Webmaster Tools for errors? Bad or Obnoxious UX: Is it mobile-friendly, do you include, pop-ups, are there a bunch on ads, are there too many CTAs?
  7. 77% of potential shoppers use Google to do their research Free content give you another opportunity to appear in the Search engines, you can have dedicated landing pages OR PDFs that can be crawled and indexed by google. Sources https://www.singlegrain.com/blog-posts/content-marketing/giving-away-free-content-reaps-big-rewards/
  8. Establish your brand as an expert: In using your free content potential customers will include that in their research, bookmark and/or share the page, and remember you as an expert forever after. Generate “soft” interest in your brand: When providing free content, there’s often a understanding that the consumer is open to receiving future messages/emails. In these cases free content is given away in exchange for a Name and email address. Boost your social presence: Research shows that giving away free content is, unquestionably, the best way to generate traffic on social media. Source https://www.singlegrain.com/blog-posts/content-marketing/giving-away-free-content-reaps-big-rewards/
  9. What type of interest are you going after?: What is your objective?: Is the content intended for repeat visitors to your website. Are you trying to help them move closer to buying? Are you looking to improve SEO rankings? Are you helping them understanding your product offering in more detail? How valuable is the content to your competitors?: If your competition get’s there hands on the content how can they use it to their advantage? Who’s responsible for maintaining the content?: Does your content grow old? How often do you plan on adding new content. Source https://graphicartsmag.com/articles/2015/12/understanding-the-value-of-free-vs-caged-content/
  10. Do you have a strategy to engage with guest after they leave your website? Yes No
  11. Put OptinMonster on your website and in your booking engine. Source http://optinmonster.com/how-it-works/
  12. Source http://optinmonster.com/how-it-works/
  13. Source http://optinmonster.com/how-it-works/
  14. Source http://optinmonster.com/how-it-works/
  15. Source http://optinmonster.com/how-it-works/
  16. Source http://optinmonster.com/how-it-works/
  17. Source http://optinmonster.com/how-it-works/
  18. CartStack is a set it and forget it automated tool that allows your property to engage with guest in real-time. Source https://www.cartstack.com/home/
  19. CartStack monitors and captures emails address in real time even if the visitor didn’t hit “submit”: The user simple has to put their email in an input filed on a page that has the optin monster code. Use a “support” tone in your automated emails rather than a sales tone.: Reassure your customer that you’re looking out for them 26% of abandoners mention “not ready to buy” as their reason for leaving: This means there’s about 70% of your buyers how just need a reminder or incentive to book direct. CartStack’s emails fall under a category that is not controlled by the CAN-SPAM Act of 2003.: This is due to the action being related to a single transaction OR a previous formed relationship between the company and shopper. Source https://www.cartstack.com/home/
  20. Chart: 56% unexpected cost 37% are just browsing 36% better pricing elsewhere 26% decided against buying 25% website was to complicated Source http://www.cartstack.com/blog/why-cart-abandonment-is-good-for-your-company/
  21. Chart: 56% unexpected cost 37% are just browsing 36% better pricing elsewhere 26% decided against buying 25% website was to complicated Source http://www.cartstack.com/blog/why-cart-abandonment-is-good-for-your-company/