eHospitality: Role of Website Personality on Website Effectiveness

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Milan VerstegenDatum: March 25, 2010

Hotel Website Marketing Conference

“Role of Website Personality and Gender on Website Effectiveness”

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Who am I :)

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De ScanYours Tag-cloud

Internet consultancy

Market Research

Strong connection with VU University

30 ScanYoursers

Increase online sales

Improve online processes

With Fun and Result driven

Innovation

Online marketing

Webdevelopment

Customers in different industries

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Topics Online consumer behavior

Building blocks of website effectiveness

Website Personality = Stylability

Role of Gender

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Personality Quiz I

“Who is making the actual decision to book a room online?”

1 2

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Personality Quiz II

“What is important in making the final booking decision?”

1. Welcoming atmosphere

2. Elegant

3. Trustworthy

4. Depth of selection / information

5. Ease of use

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Online Consumer Behavior

Need Search info Alternatives Decision Consuming After sales

SUPPORT ALL STAGES

HOW?WHY?

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Multi-channel

MULTI-CHANNEL GUEST EXPERIENCE

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WHY?

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HOW: Five building blocks

Stylable

Functional

Usable

Available

Accessible

Source: Dr. Tibert Verhagen, VU University, ScanYours

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Accessible

StylableFunctionalUsableAvailableAccessible

“Over 80% of initial site visitors uses a search engine as starting point”

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Available

StylableFunctionalUsableAvailableAccessible

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Usable

StylableFunctionalUsableAvailableAccessible

“Attention to usability approximately doubles desired business metrics”

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Functional

StylableFunctionalUsableAvailableAccessible

“Functionality offers a way to accomplish strategic value and unique positioning”

Source: Dr. Tibert Verhagen, VU University, ScanYours

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Stylable

StylableFunctionalUsableAvailableAccessible

“Mental representation of a website on dimensions that are similar to and reflect the dimensions of human personality”

“It’s about Impressionsand Experiences”

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Perceived Guest Experience

So differs on:

PersonalityCultural backgroundInternet ExperienceGENDERMany more

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Stylable

StylableFunctionalUsableAvailableAccessible

Website Personality

Online Atmosphere

Multi-channel Experience

Website Design

Trust and Risk

Emotions

Branding

Online Store Image

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Website Personality: 3 factors

Sophistication: elegant, high class, upscale

Authencity: reliability, thrustworthy

Pleasantness: easy to use

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Sophistication

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Authencity

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Pleasantness

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Results Online Survey

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Relation between building blocks

Functional

Usable

Available

Accessible

Stylable

Basic attribute/dissatisfier

Performance attribute

Exciting attribute

Objective

Subjective

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Relative importance of building blocksIm

port

ance

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YES!!!!!!!

Stylable

Functional

Usable

Available

Accessible

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NO!!!!!!!

Stylable

Functional

Usable

Available

Accessible

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Role of Gender on Web Effectiveness

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Gender differences

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Women and the economy

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Business potential of women! Women account for 85% of all consumer purchases

By income, women represent a growth market twice as big as China and India combined

84% of women feel misunderstood by marketers

Women are seen as “Business opportunity # 1”

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Business opportunity!

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Women-friendly websites How to design women-friendly websites?

1. Entertainment and Sensory Experience

2. High Information Standards and Simple Navigation

3. Women are real “word-of-mouth marketers”

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Sensory Experience

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Can be improved!

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Simple Navigation

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Can be improved

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Word-of-Mouth

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eHospitality Scan

StylableFunctionalUsableAvailableAccessible

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Let’s keep in contact…?

T: twitter.com/scanyours_ehospL: www.linkedin.com/in/ScanyoursVerstegen

T: 06 411 60 668 E: mverstegen@scanyours.comW: www.scanyours.com