How to Drive Website Traffic That Books
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On average, hotels experience a 77 percent cart abandonment rate. That means more than seven out of ten visitors leave your site before completing their reservation. So how can you recapture the attention of those visitors and encourage them to finish their booking? Check out the full webinar here: http://bit.ly/DriveTrafficThatBooks
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How to Drive Website Traffic That Books
- 1. BEYOND DISPLAY: HOW TO DRIVE TRAFFIC THAT BOOKS
- 2. Tweet at us @VeUnitedStates @D1G1TAL_ALCHEMY #DriveResults Questions? We have answers. Use the question panel in GoToMeeting Connect with us - Live We are recording this webinar for later playback and sharing
- 3. Today’s Speakers Katie Colangelo Director of Business Development, Travel Ve Interactive Sam Hay Social Strategist Digital Alchemy #DriveResults #BeyondDisplay
- 4. Understand Your Own Brand Identity #DriveResults #BeyondDisplay Get To Know Your Customers With Data Use Data To Drive New Audiences And Keep Them Onsite Success Stories Today’s Agenda
- 5. Understand Your Own Brand Identity #DriveResults #BeyondDisplay
- 6. #DriveResults #BeyondDisplay What types of guests do you want to attract?
- 7. Your Brand Identity Matters #DriveResults #BeyondDisplay Are you…
- 8. Get To Know Your Customers With Data #Drive Results #BeyondDisplay
- 9. #DriveResults #BeyondDisplay It’s never been easier to put a face on your ideal buyer
- 10. Users expect a tailored experience—online and offline #DriveResults #BeyondDisplay
- 11. How do you customize your campaigns? #DriveResults #BeyondDisplay Create campaigns that tailor to:
- 12. But, how do you identify your customer? #DriveResults #BeyondDisplay • Sales? • Length of stay? • Time of stay? • Frequency? And how do you reach them?
- 13. Just some of the things we can analyze using Facebook: #DriveResults #BeyondDisplay Age, Gender, Location, Wireless Carrier, User OS, Connections, Friends of Connections, Interests, Behavior, Life Events, Politics, Income, Home Type, Value and Ownership, Ethnicity, Household Composition, Office Type, Parenthood, Education, Employment, Locales, Predictive Qualities ...and more
- 14. You can even identify potential honeymooners….newly engaged couples can’t wait to update their profiles! #DriveResults #BeyondDisplay
- 15. Utilizing the Data to Drive Results—Case Study #DriveResults #BeyondDisplay • Who is the best customer? • Audience is 78% women • 45% of that is between the ages of 35-44 • But on social? • 50% of sales came from women age 25-34
- 16. Utilizing the Data to Drive Results—Case Study #DriveResults #BeyondDisplay
- 17. #DriveResults #BeyondDisplay So we catered to that audience with images and text that appeals to: Utilizing the Data to Drive Results—Case Study CAREER DRIVEN FEMALE PARENTS
- 18. #DriveResults #BeyondDisplay And created a Lookalike Audience based on our info. Utilizing the Data to Drive Results—Case Study
- 19. #DriveResults #BeyondDisplay Who is the best customer now? Utilizing the Data to Drive Results—Case Study
- 20. #DriveResults #BeyondDisplay With time and experimentation, everything gets better. Utilizing the Data to Drive Results—Case Study
- 21. Use Data to Drive New Audiences and Keep Them Onsite #DriveResults #BeyondDisplay
- 22. 2014 Spent on paid media Revenue left in booking funnels Key Travel Industry Statistics Drive higher quality traffic and capitalize on that traffic to increase online conversions Abandonment rate Based on data from over 10,000 Ve clients $4.15 Billion $3 Trillion $$$ 86% Travel Natural Return Rate 5% $$$$$$$$ $$$$$$$$ $$$$$$$$
- 23. Here’s The Breakdown For Hotels #DriveResults #BeyondDisplay Emails Sent : Bookings Recovered 35: 1 15% The Number of Onsite Engagements That Result In A Recovered Booking Email Re-Engagements
- 24. Engage Your Audience Throughout The Entire Funnel ENGAGE during the user experience CONVERT customers after abandonment Audience Generation Drive qualified traffic with programmatic and audience segmented ad buying (1st Party / 2nd Party / 3rd Party Targeting) Onsite Engagement Provide segmented onsite engagement unique to the user Post Abandonment Re-engage after abandonment with email remarketing and display ad retargeting ACQUIRE relevant traffic #DriveResults #BeyondDisplay
- 25. #DriveResults #BeyondDisplay Now You Know The Why, Next Is The How…
- 26. Drive Relevant Audiences To Your Site By using 1st, 2nd & 3rd party data and Facebook data, you can reach the most relevant potential guests with display ads #DriveResults #BeyondDisplay BOOK NOW BOOK NOW
- 27. Give Your Audience The Right Content In The Right Context Personalize your content to stay relevant to your customers #DriveResults #BeyondDisplay
- 28. Don’t Be Afraid To Re-Engage Via Email It’s an extension of your customer service function, with no extra personnel required! #DriveResults #BeyondDisplay
- 29. Know When To Start Display Retargeting…And Know When To Stop Keep it relevant while they’re searching and end it shortly after they leave your site #DriveResults #BeyondDisplay
- 31. Hotel Durant Audience Generation #DriveResults #BeyondDisplay VePromptVeContact Conversions Conversion Rate 42 37% Conversions Conversion Rate 112 18%
- 32. Garden of the Gods Audience Generation #DriveResults #BeyondDisplay VePromptVeContact Conversions Conversion Rate 32 43% Conversions Conversion Rate 101 19%
- 33. Know Your Brand And What You Offer #DriveResults #BeyondDisplay Data Is Key To Understanding Your Customers Be Prepared To Engage Throughout The Booking Funnel Now It’s Your Turn To Write Your Own Success Story Key Takeaways From Today
- 35. VE INTERA CTIVE LTD | 580 HARRISON AVE, SUITE 401, BOSTON, MA 02118 | WWW.VEINTERACTIVE.COM /US THANK YOU! Join us for our next webinar: Sept 30 1pm EST Holiday Handbook Series Part 1: Displays Aren’t Just For Windows #DriveResults #BeyondDisplay
Notes de l'éditeur
- Delete sector
- Katie
- Katie
- Katie -
- Katie - Knowing your own brand and the type of guests you want to book will help focus your audience generation and booking goals. Why try to reach mothers when your brand is geared towards business travelers. Boutique or Chain? Budget or Luxury? Business travel or Family friendly?
- Transition Katie to Sam -
- Sam – slide cue: who you’re selling to in the future
- Your property might cater to a wide group of people But your sales may paint a different story Who makes the purchase decision? Even broadcasts can be segmented
- Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44 But on social? 50% of sales came from women age 25-34 16% of the audience is making 50% of purchases
- We can rerun our analysis for Lifestyle and get solid ideas about how to market to any of these segments.
- Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44 But on social? 50% of sales came from women age 25-34 16% of the audience is making 50% of purchases
- Who is the best customer? Audience is 78% women 45% of that is between the ages of 35-44 But on social? 50% of sales came from women age 25-34 16% of the audience is making 50% of purchases
- On Social, 50% of sales were coming from Women age 25-34
- Katie – now that you know who you’re targeting, use audience generation and onsite tools and remarketing strategies to drive them to the booking page
- Katie – Based on our data of 10,000 Ve clients
- Katie – Instead of casting a wide net with general criterion for your target audience, use 1st,2nd, 3rd party data combined with Facebook data gives you hyper-targeting to teach the most relevant potential guests. This combination allows you to spend more wisely and invest in the type of ads you are showing by only targeting the guests who will potentially book
- Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself. Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brand’s display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website. The single stack full funnel solution achieves the two distinct goals of digital ad campaigns – the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.
- Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself. Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brand’s display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website. The single stack full funnel solution achieves the two distinct goals of digital ad campaigns – the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.
- Katie – Instead of casting a wide net with general criterion for your target audience, use 1st,2nd, 3rd party data combined with Facebook data gives you hyper-targeting to teach the most relevant potential guests. This combination allows you to spend more wisely and invest in the type of ads you are showing by only targeting the guests who will potentially book
- Katie – (VePrompt) With Onsite tools, you have the ability to personalize your Onsite content with relevant, individual information. If someone exits before completing their reservation, offer them an incentive to finalize their trip. For You can segment communications by length of stay, check-in date, activity ideas for the duration of their stay
- Katie - Email remarketing Additional resource without the extra personnel required Functions as a reminder email Don’t just communicate for the sake of contact; Offer a special deal This strategy gives you another customer touchpoint in the buyer journey Personalize your content Show people what they were looking at in their cart Offer complementary options or relevant services as add-ons Product feeds do work for hotels, it’s an extension of your brand Think of this tactic as an extension of your customer service / front desk function No call center needed Another way to engage a potential customer
- Katie - Everyone knows about retargeting NOT oversaturating Keep it relevant while searching, end it shortly after they leave the site Frequency capping
- Katie
- Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself. Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brand’s display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website. The single stack full funnel solution achieves the two distinct goals of digital ad campaigns – the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.
- Top of the funnel is where the large majority of media budgets for audience generation are allocated. Using audience data, you can segment and target your guests. Once a user is onsite, the focus is to engage them along the customer journey. If they are going to bounce or abandon anytime during their user experience, you want to provide real-time engagement and incentives to move them to complete the purchase. Would a 10% promotion or free shipping tip them over to buy? These are the questions you should ask yourself. Even after the user abandons your site, re-engage them with email remarketing and display ad retargeting. A smaller proportion of a brand’s display ad budget, on average about 10-15%, is spent on retargeting. For the retargeting component, the focus is to drive incremental sales from visitors who have already come to your website. The single stack full funnel solution achieves the two distinct goals of digital ad campaigns – the first is driving quality traffic to your site, and the second is maximizing on that traffic to increase online conversions. Single stack and single attribution are where the industry consolidation is heading, and what the industry is looking for.
- Katie