Increase website conversion rate

Even if there is a small error in the online booking system, it can lead to the loss of valuable customers. In his speech titled "Don't let me think, Don't Let Me Wait", Jones stressed that customer satisfaction is bound to win customer loyalty.

"In fact, 79% of users who are dissatisfied with the website may not consume even if they return to your website, 27% of people may no longer visit your website, "he said.

Jones stressed that when using website traffic analysis tools, we should not only focus on the conversion rate. The tourism industry also needs to spend the same time, not only attracting customers to the website, but also allowing them to stay on top and ensure that they complete the entire transaction.

"In general, it is cheaper to make better use of users on websites than to attract more users to access websites with poor performance, "said Vicky Brock, co-founder of Scotland-based Highland business research Inverness. "If we can increase the actual conversion rate of 1,000 users who intend to make a reservation, it is more cost-effective than attracting 5,000 users to visit the website ."

Brock adds that the success rate of travel websites is only 1%-3%.

"Not every visitor can purchase the website," she said. "However, many people have come to this plan, but they encounter too many difficulties, poor user experience, and a certain step in the process has gone wrong. They worked hard, but finally gave up, and the website also lost these customers ."

She stressed that this is just a simple mistake, but it will also lose potential revenue. Because no website traffic analysis is conducted, many companies have not found these problems.

"Saving the order that is about to be abandoned is a quick way during the reservation analysis process," Brock said. "Whether you like it or not, many people visit your website every day, hoping to satisfy your own purposes and the purpose of the website. But in the end, everything went wrong, the website may not be aware of it."

"Maybe they will try again until the operation is successful. However, it is often said that the problem lies in the technical aspect. They may keep trying, but still fail. So they may have called the call center ...... But their information will never come back ...... When you look back at these failed bookings, you didn't make any money, even though the guests tried to spend the money ."

How can we identify the error points during the entire process when so many people plan to give up in the website reservation phase? Brock indicates that you need to go through the reservation process for the guests.

"There may be a small character error, or a bank payment system failure on a certain day ...... You need to quickly calculate how many bookings are affected and how much value they have, "she said.

Brock takes one of her tourism customers as an example. This customer wants to maximize its online revenue. In the traffic analysis process, 0.3% of the reservations are affected because the phone number entered by the customer contains a simple "invalid" character. The undiscovered problem affects the website for as many as six months, but it takes only two hours to fix it, and increased their revenue for the next settlement period by 25 thousand ($40.668 thousand ).

Jones believes that the booking process should be simple first.

"Website traffic analysis does not require too much brains," he said. "You need to ensure that the functions of your website are clear enough for the guests to understand at a glance and bring the guests an intuitive first impression ."

The customer's expected loading time is two seconds. Jones said that if the loading time exceeds three seconds, 40% of customers will leave the page.

"About 40% of those 67% will go to one of your competitor's websites and will not come back," he said. "It is of great value to measure the webpage loading time ."

Jones said that more than half of the companies now have started traffic analysis on their websites, and the five most commonly used analysis tools for these companies are: a/B testing, multivariant testing, customer journey analysis, and user testing) and cart abandonment ).

Jones recommends using multiple tools to optimize analysis. He also insisted that the call center also plays an important role in the reservation process. Expedia tracks the top 10 people who call the call center, and if these calls are related to problems on the website, they can know where the problem is. In this way, the cost is reduced, and the conversion rate can be improved by displaying these problems on the FAQ page of the website.