Webtrends Shares 4 Best Practices to Boost Travel Website Bookings - Seite 2

Best Practice 2: Measure all relevant data points within the booking process

It's imperative to collect robust data on the full booking process. Be sure that you can identify each step uniquely, and that all entry and exit paths for each step are captured and reviewed on a regular basis. Some steps are common to all channels, but others might be unique or different depending on the channel. Collect full error information so that corrective actions can be prioritized upon the impacted visitor segments. Also collect intra-page activity such as link activity, form completion and lightbox information to help understand both conversion enhancers and barriers to the sale.

Best Practice 3: Optimize for device type as matched to the appropriate stage of the customer journey

Once you've measured the data points, you can analyze each point in your funnel with an eye toward device type. Identify shortcomings that are specific to one device -- and fix them. Instrument your mobile apps properly to maximize data collection for tablet and phone, as well as any other non-standard booking channels (i.e. set-top box, gaming station, smart TV, etc.). Ensure your booking funnel is optimized for each of these device types.

Best Practice 4: Ensure optimal content is driving quality traffic to your booking funnel

Measure the content and entry points that are driving the best results. Determine which content is appealing at each stage of the booking process. Content should be tested on an A/B or multivariate basis regularly. Pathing and aggregate event data are paramount, as their measurement will drive a deeper understanding of the value of content on the booking process. Tailor content based upon observed patterns that historically have led to a booking or to other monetization opportunities, such as increasing partner or ad revenue when a conversion is not imminent.

For more on how to perfect the travel booking funnel, read the full report on the Top Ten Best Practices to Optimize the Booking Funnel.

Useful links:
Webtrends Optimize Overview
Webtrends Twitter: @Webtrends

About Webtrends
For more than 20 years, Webtrends has helped companies make sense of their customer data to drive digital marketing success. By combining innovative technology with our team of trusted and creative advisors, our solutions are designed to provide actionable insights, increase customer engagement and boost revenue. 

We partner with companies at all levels of digital maturity and offer data-driven marketing solutions in measurement and optimization. We work closely with approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com and many more.

For more information:
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