IS YOUR WEBSITE FIRING ON ALL CYLINDERS?

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1 IS YOUR WEBSITE FIRING ON ALL CYLINDERS? HELEN LAING & PETE STEVENS BY CLOCKWORK MARKETING

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5 LET S TALK ABOUT Divisive devices driving decisions. How well is your website really working? Conversion turning lookers to bookers!

6 How old is your website? Less than 1 year 2-3 years Over 3 years

7 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17 Sep-17 Nov-17 Jan-18 Mar-18 May-18 Jul-18 Sep-18 Nov-18 DEVICE USAGE Desktop Mobile Tablet

8 WEBSITE SPEED

9 MOBILE FIRST & RESPONSIVE 9

10 ADAPTIVE HOTEL-A.COM M.HOTEL-A.COM 10

11 HYBRID

12 Two questions to ask your web or marketing agency: 1. What type of website do I have now? 2. What is my % of mobile visits?

13 HOW WELL IS YOUR WEBSITE REALLY WORKING? Key benchmarking metrics to look for

14 FIRST IMPRESSIONS MATTER 38% WILL STOP ENGAGING IF LAYOUT IS UNATTRACTIVE 94% FIRST IMPRESSIONS ARE DESIGN RELATED 0.5 / 2.6 SECONDS FOR A FIRST A IMPRESSION 14

15 TELL PEOPLE WHAT TO DO Clear offer/package label Luxury sea view room FOMO Last few left Reasons to buy direct eg best price, loyalty rewards LUXURY SEA VIEW ROOM Last few left 160 *Best online price BOOK NOW 100% secure BUY AS GIFT VOUCHER Clear what the user needs to do primary CTA Book now Safe and reassuring testimonials 100% secure Optional secondary action buy as gift voucher 15

16 TRACK WHAT YOU WANT PEOPLE TO DO 1. Where did they come from? 2. How long did they spend on the page? 3. How many bounced? 4. How many clicked? 5. How many completed a purchase? LUXURY SEA VIEW ROOM Last few left 160 *Best online price BOOK NOW 100% secure BUY AS GIFT VOUCHER Measure clicks here Measure clicks here 16

17 ANALYSE PERFORMANCE AND IMPROVE Website funnel Measure of digital marketing 100% Arrive on website 74,570 Measure of site engagement 48% Browse 3+ pages 35,898 Measure of site engagement 23% Start booking 16,841 Measure of booking engine 2% Enter personal details 1,134 Measure of booking engine 1.3% Complete booking 947 or 268,822

18 Three questions to ask your web or marketing agency: 1. Do you have ecommerce tracking or relevant goals set-up in Google Analytics? 2. Are my Calls To Action clear? 3. How many visitors start a booking/goal?

19 CONVERSION Turning lookers to bookers

20 CONVERSION Tracking when someone takes an action on your website that you've defined as valuable to your business. Made a purchase Booked a table/treatment/ticket Watched a video Subscribed to your newsletter Downloaded a PDF/brochure Visited a certain page (e.g. prices ) Spent a specific amount of time on your site (e.g. 3 minutes)

21 THE NO-BRAINERS Make it mobile-friendly Speed it up

22 ENSURE MESSAGE MATCH Across all platforms Your website Your booking engine Booking.com etc.

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24 BOOKING FUNNEL Check availability Customer details Reservation review Complete booking 98,401 5,068 1,181 1,108 6% 77% 95% Conversion rate 1%

25 Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel N Hotel P Hotel Q Hotel R Hotel S Hotel T Hotel U Hotel X Hotel Y Hotel Z Hotel AA Hotel BB Hotel CC 16% 14% 14% 14% BOOKING ENGINES 41% 38% 35% 31% 31% 31% 31% 31% 31% 29% 28% 28% 27% 25% 25% 25% 22% 21% 3.6% 2.6% 3.8% 2.3% 2.0% 3.0% 0.7% 9.7% 2.2% 1.0% 2.2% 10.2% 7.9% 3.8% 0.7% 2.4% 2.7% 0.5% 8.6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sum of % starting booking process 8.9% Sum of % completed booking 1.4% 2.4%

26 IMAGERY IS ONE OF THE MOST IMPORTANT FACTORS Have a strong image that unites your campaign, inspiring action and driving desirability. Keep it the same across all platforms.

27 CAMPAIGN CREATIVE

28 CAMPAIGN CREATIVE Website banner Facebook advert Dedicated landing page

29 SIMPLIFY, SIMPLIFY, SIMPLIFY 28% of customers abandon online purchases because they were frustrated with the long checkout. Take out irrelevant steps Remove upsell pages Reduce the number of room types Be consistent with images used Pare down as much as you can

30 Three questions to ask your web or marketing agency: 1. What does my booking funnel look like? 2. What bookings come on different devices? 3. How can I improve it?

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32 IS YOUR WEBSITE FIRING ON ALL CYLINDERS? HELEN LAING & PETE STEVENS BY CLOCKWORK MARKETING