Best Conversion Optimization Practices For Travel Websites

Best Conversion Optimization Practices For Travel Websites
Best Conversion
Optimization
Practices For
Travel Websites
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
INTRODUCTION
Among the many challenges of a successful online travel
company is boosting revenue in the most cost-effective way;
and while advertising is a great source of traffic, many of those
visitors never convert. Just by the nature of the buying process,
it is no surprise that companies in this industry experience low
conversion rates. Nevertheless, maximising the number of
purchases from existing visitors can help increase conversion
rates — but how?
Conversion optimization can turn existing website visitors into
customers without spending more on online advertising.
However, given that travel websites see some of the longest
purchase cycles, nudging visitors through the delicate booking
funnel has proven difficult.
The path to purchase defines wether visitors will convert or
not. Therefore, in order to generate more bookings, travel
companies must present users only with relevant, accurate
information needed to complete the purchase.
This eBook looks at the five best practices that online travel
websites must ensure to decrease cart abandonment and
increase conversions. We hope you find it helpful in improving
the buying journey of your customers.
- The Rumble Team.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
1
START WITH THE HOMEPAGE
Your visitors come through many different sources (search,
social, ads, etc.), but the homepage is where they usually land
first, so it is crucial that your homepage be as simple and
intuitive as possible.
Contrary to eCommerce sites, where users find products right
on the homepage, travel websites require users to “search” for
their preferred deals. Therefore, a clear and uncluttered
homepage is essential to directing users attention and getting
them on the right path.
Example
• Make the search bar prominent, fast and accurate.
• Use cookies to populate past search parameters.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
2
PROVIDE CLEAR VISUAL CUES
A lot of information must be collected from users during the
complex booking process - making paths to purchase to be
very long. However, dividing the process into identifiable steps
makes the process for booking much more clear and
convenient.
Example
• Label the progress bar with number of steps
and clearly indicate when a step is completed.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
3
OFFER PERSONALIZED RECOMMENDATIONS
Travel companies can take advantage of all the data collected
from users during the search and booking process to deliver
personalized recommendations - encouraging users to
complete their purchase and avoid from abandoning their cart.
With the right set of personalization tools, travel companies
can effectively use customer data, segmentation and
customized offers to engage with their most valuable
customers in a more authentic way.
Example
• Catch your users’ attention by making relevant offers
and highlight particular features requested by the
users from previous visits.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
4
BOOST OVERALL BOOKING VALUES
Ancillary sales not only help increase the average order value, it
makes the traveling experience more convenient to users. By
leveraging detailed information about users, travel companies
can deliver personalized product offerings that resonate deeply
with the customer. However, it is important not to force this
upon them - always offer a clear “skip” option.
Example
• Make add-ons part of the booking process.
• Avoid pre-checking any ancillary purchase that could
rise the end-price and affect cart abandonment.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
5
OPTIMIZE FOR MOBILE
Mobile represents a great
opportunity for travel
companies, so ensuring a
cohesive experience across
all digital channels is crucial
for the success of the travel
business.
Travel visitors don’t tend to
make large purchases on
mobile,
h o w e v e r,
considering how much of
the search process takes
place on mobile, optimizing
the mobile experience has
become an extremely
important part of the
purchase cycle.
Example
• Just like on desktop, your mobile app and mobile
website must be clutter-free and intuitive.
www.rumble.me
Best Conversion Optimization Practices For Travel Websites
Contact us to learn more about
Rumble’s Personalization Solutions
Learn More
Rumble gives travel and accommodation companies the data
and control they need to drive greater return on their digital
business. Rumble eliminates the complexity of building,
managing and optimizing mobile apps and websites,
empowering online travel organizations to make real-time
business decisions that deepen engagement and drive revenue
growth.
Rumble’s new Personalization & Optimization Platform
Rumble’s offers unprecedented insight into content
performance, demographic targeting and revenue optimization
— enabling real-time optimization, while at the same time it
allows to create and target higher-value content experiences to
custom audience segments.
fb
TWIT
TER
LINK
EDIN
www.rumble.me
VIME
O