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.
The Evolution of Internet : How consumers use technology and its impact on th...
Going the extra mile: How travel businesses can discover visitor segments and personalize for every visitor journey.
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. @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
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
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. @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. @QubitGroup
The potential for ancillary
revenue is huge
2007 saw $2.5 billion in ancillary
puchases.
In 2011, it was $22.7 billion.
Ideaworks
12. @QubitGroup
Our latest industry research:
Travel vs Retail
How travel professionals need to think differently to
engage, convert, and retain customers.
#QubitTravel
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. @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. @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. @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. @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. @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. @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