Stephen Pavlovich, Outconvert your competitors and steal their affiliates

Stephen Pavlovich | 13 March 2012 | @conversionfac

Outconvert Your Competitors and Steal Their Affiliates

Conversion Rate Optimisation in Travel

Stephen Pavlovich


Share a strategy for conversion optimisation that’s specific to travel


Who are you and why should I care? Working in partnership with Ayima (SEO), we

helped one client grow from $1bn to $2bn in 12 months

Clients range from startups to £5bn/yr web giants Add 20%-100%+ to their conversion rate


Conversion optimisation can

Unlock unprofitable PPC campaigns, making your PPC campaigns more profitable than ever.

Let you steal your competitors’ affiliates. Increase your market share rapidly.


When is a 20% increase worth more than 20%?


This it just an example. It didn’t really happen. +20%


Old booking page New booking page

Searches/mo 10,000 10,000

Conversion rate 2% 2.4%

ROI +50% +60%



Searches/mo 10,000 10,000


ROI +50% +60%

Option A: Keep the same spend and increase profit

Option B: Increase spend and increase market share


What about unprofitable keywords?



Searches/mo 100,000 100,000


ROI –10% +8%



Searches/mo 100,000 100,000


ROI –10% +8%

Option B: Acquire significantly more traffic

(and market share)


Conversion optimisation can deliver rapid increases

in market share


Why conversion optimisation is different in travel


Buying processAwareness

Consideration

Purchase

They want to solve a problem

“I want to keep my iPad shiny.”


Buying process

They look at possible

solutions

Awareness

Consideration

Purchase

“This one has 567 ***** reviews.”


Buying process

They buy a solution (and

evaluate)

Awareness

Consideration

Purchase

“It’s actually pretty flimsy.”


The traditional marketer’s buying process

Awareness

Consideration

Purchase

Process can last one session (impulse purchase)


The traditional marketer’s buying process

Awareness

Consideration

Purchase

Process can last one session (impulse purchase)

…or several sessions lasting weeks (complex purchase)


Don’t do this…


This isn’t a buying processSEO/PPC

Visit

Conversion


Let’s use a holiday booking as an example


Buying process for booking a holiday



Get destination ideas

What’s the weather like?

Can we afford it?

When can we go?

What are the hotels like?

How long for?

Do we hire a car?



The whole process can take several

weeks, across

multiple computers,

involving multiple people.



…Just as you would

use different KWs to

target each phase, so

should you use

different conversion strategies.


Your conversion strategy must cover

the whole decision process


Develop a strategy for these areas

Immediate

Session

Between

sessions

Conversion


Immediate

Immediate

Session

Between

sessions

Conversion

Relevance Is this what I was looking for?Trust Do I trust the website and company?Appeal What’s the motivation to continue?Urgency Why should I do this now?Objections What would stop me continuing?Action What should I do next?


RelevanceTrustAppealUrgencyObjectionsAction


Session

Immediate

Session

Between

sessions

Conversion

Usability Is this website easy to use? Does it “make me think”?

Persuasion Why should I book with them instead of a competitor?

Action What do I do next? What if I’m not ready to book?


#1 Choice killsyour conversion rate


Too much choice can be a bad thing


http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html




#1 Choice killsNarrow down all choices

(including navigation elements)


#2 Make your benefits powerful


Simple No marketing bullshit

Unexpected Will it get my attention?

Concrete Is it grounded in facts?

Credible Is it believable?

Emotional Is it relevant?

Stories Is it backed up with a testimonial?


Simple

Unexpected Concrete

Credible

Emotional Stories?


Link the statements to modal windows with more information about the benefit.

Make the overlays stick.


#2 Make your benefits memorable

and sticky


#3 Bridge the gap


Bridge the gap

Immediate

Session

Between

sessions

Conversion

Email Capture the visitor’s email, then contact them with relevant emails

Retarget Use advertising specific to the visitor to bring them back

Memory Continue to reinforce the key benefits of your brand


What’s a lead passenger?

Is there a fee for paying with a credit card?

Why should I book with you?

I need to doublecheck the dates.

Is there enough money on my credit card?

What happened to that £10 deposit?


Move the email field up the page and capture inputs

with AJAX.

Or split the form across two pages.


An easy way to track competitors’

email marketing…


You’ll have an Evernote email address. Eg [email protected]


You’ll have an Evernote email address. Eg [email protected]

Then set up your mail client to autoforward newsletters/abandoned basket emails/price alerts

from your competitors to Evernote.


#3 Bridge the gapDon’t rely on visitors remembering you.

Get their email by saving their search, giving price alerts, free

guides…


Key points

Conversion optimisation is essential to increasing your market share.

If you aren’t, your competitors are already stealing the advantage.

Is your site optimised for immediate, session and between session engagements?

How well are you overcoming choice paralysis, providing clear benefits and bridging the gap?

Stephen Pavlovich, Outconvert your competitors and steal their affiliates

Education

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