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Converting Website Visitors Into Bookings
About Us
In Business since 2001Market leader
HQ - Twin Cities, MN2,000 Customers$1B Year in Bookings
Mission: Level the Playing Field
https://www.linkedin.com/in/matthewdrenner/
VP Sales & Partner
10+ Years in Digital Marketing in Hospitality / Independent Lodging
Family, Golf, Minnesota Sports
Converting Website Visitors into Bookings
1. Understanding The Buyer Journey2. Tools to Increase Conversions
Buyer’s Journey - Most Travelers Don’t Book on
the First Visit
- Up to 81 Days in Planning Average
- Up to 20 Sites on Average
- 93% Use Multiple Devices
- 65% Still Book Via Phone
AWARENESS & INTEREST
RESEARCH & PLANNING
COMPARISON & VALIDATION
DECISION & CONVERSION
PRE / MID& POST STAY
Why don’t travelers book on the first visit?
1. Timing2. Price3. Comparison
Typical Hotel / Resort Conversion Rates (150 Room Full Service Resort/Hotel)
150,000Direct
WebsiteUsers
1,500 Online Conversions
15,000 Inbound Calls
3,000 Call Conversions
145,500Users Without a
Conversion
QUESTION: Are these users lost leads, or revenue
opportunities? What is your plan to address this?
CALLS CONVERT AT A HIGHER RATE THAN WEBSITE VISITS
40%Avg. Call Center
Inbound Booking Rate(Across TRACK Pulse Customers)
.5% - 1%Avg. Online Booking
Engine Conversion Rate(Avg. across ResortsandLodges.com
Business Solutions Customers)
VS
5-10 Booking per 1,000 visits vs 400 bookings per 1,000 res calls
Cart Abandonment
DisplayRemarketing
Email Automation
Mobile Booking Engine
Chat / Notifications
CRM / Call Tracking
Tools To Increase Website Visitors Into Bookings
MOBILE BOOKING ENGINE
Which will have higher abandonment rates?
Higher conversion rates?
CRM / CALL TRACKING
Track Call Activity
Manage Contacts
Grow Your Database
Record Calls
Manage Leads
Convert More Direct Bookings
CRM / CALL TRACKING
10% to 30% of revenue on average
Online Booking Engine (IRM)
Increases Direct Bookings on Your Website
40% - 70% of revenue on average
TRACK PulseIncreases Direct Bookings in Your Call Center
CRM / CALL TRACKING
How many calls are you missing?
What is your conversion rate?
Do you have a follow up strategy?
For More Information On TRACK Pulse Go To www.trackhs.com
CRM / CALL TRACKING
190 Room ResortAdded $1.59 Million by Capturing non booked calls as leads and following up with them.
For More Information On TRACK Pulse Go To www.trackhs.com
EMAIL AUTOMATION
The Old WayStatic newsletter sidebar sign up Monthly newsletter via constant contact
EMAIL AUTOMATION
Smart conversion boxes Automated multi-email drip campaigns
Our System
EMAIL AUTOMATION
High open rates and click through rates
Campaign type: 6 x 30 (6 automated messages in 30 days)
Open Rate: 51%
Click through rate: 23%
Unsubscribes: .01%
EMAIL AUTOMATION
Segmented Email Campaigns
Automated Lead Follow Ups
Pre and Post Stay Messaging
● Segment your data● Create & manage lists● Personalize emails● Schedule campaigns● Target past guests● Birthday emails● Anniversary emails
● Preset lead triggers● Recover lost leads● Create auto-follow ups
● Booking confirmations● Communicate pre-stay● Triggered reminders● Post stay follow up
CART ABANDONMENT
.5 - 1% online conversion
Capture travelers as they leave your booking engine
Automate emails to drive back to your booking engine
4%-8% conversion rates
CHAT / NOTIFICATIONS
When available, up to 83% of users need live chat when making a purchase*
Increases engagement
Decreases site abandonment
Implement on site and in your booking engine
*http://blog.happyfoxchat.com/focus-live-support/
CHAT / NOTIFICATIONS
Hellobar.com
Best Rate Guarantee Notification
CHAT / NOTIFICATIONS
Best Rate Guarantee
CHAT / NOTIFICATIONS
Time driven special offers
CHAT / NOTIFICATIONS
Price Check System
www.triptease.com
DISPLAY REMARKETING
Facebook more effective than general web
Ad Blockers are becoming more prevalent
Focus on engaged audiences
Should be 10%-20% of your PPC budget
Recap
Understand the Buyer’s Journey
Always have the best rate
Maintain a year round omni-channel marketing approach to broaden your funnel
Increase conversions with easy to implement tools
Recap
THANK YOU
Business.resortsandlodges.com Trackhs.com
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