Banner ads, search engine optimization, paid search, auction sites, email lists. All of these tactics are just part of a revenue manager’s or online marketer’s arsenal to drive traffic to the site and hopefully increase direct web bookings – the least expensive way to get heads in beds. And while everyone loves to see an increase in site visits, the most important statistic to watch is the conversion rate – the ratio of visitors to completed transactions. What they do on your site is much more important than how they get there. Are your visitors booking or abandoning?
Understanding why users abandon a transaction is the first step to removing the obstacles that can deter them. According to a January 2010 survey of US online travel bookers by PhoCus Wright, while too-high prices were the main driver to booking abandonment, the remainder of complaints revolved around site functionality. In addition, online travel bookers also stated that these factors impacted return visits and ultimately drove them to book on competitors’ sites. (more…)
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