We’re lucky enough to have worked with numerous clients within the travel industry over the years, and due to the presence of the World Travel Market Event this week we thought it would be worthwhile and helpful to highlight a couple of our test findings.
Test Idea 1: Showing returning customers what they last viewed or searched for.
This has proven to be successful almost every time that we’ve tested this. This can primarily be done using a few different techniques:
- Pre-populating the search widget
- Updating copy across hero banners
- Showing the last 3-5 searches with images, click through links, price and dates
- Remembering filter selections and pre-populating them
There are various ways in which this type of retargeting can be done and as I say above has proven to be very successful across various travel websites and different travel products.
Test Idea 2: Providing more options and information upfront
This one seems to go against ‘keeping the page clean’ and ‘getting rid of distractions’ but what we’ve found is that yes, keeping the page free from irrelevant distractions is still a ‘must do’, but additionally we’ve also regularly found customers are more committed with their decision if they have seen numerous options, prices, dates upfront.
Customers are therefore happier with their choices and options they have chosen and are more likely to progress through the sales funnel.
This obviously opens up huge potential for A/B testing and/or MVT as you need to know what information is actually important to your customers vs what information you think is important (but may be a hindrance) to get them through to the next page/step.
The approach of showing the information that is relevant to customers (even if it is quite a bit more than the common best practice approach of keeping things ‘clean’) will make your customers more committed to not just getting to the next page, but ultimately through the funnel to completion.
- Firstly you need to consider what information is important – availability, best time of year to travel, location, pictures, descriptions, reviews, comparisons. Choosing a way to travel or deciding on a trip to book is a big consideration which requires customers to double check and compare for the best deal, and best deal doesn’t just mean price!
- Also consider what your KPIs are – Could it be informing customers of the hand luggage they are allowed to take on-board, making them aware of the potential extra cost at the airport, and that what you and customers recommend is to add extra luggage. You’re being open and honest, providing the facts and customer recommendations as well as increasing your AOV
- Presentation – information overload can be overkill but consider how this is presented, it could be in stages such as form reveal, populating and pre-selecting content that is relevant to customer selections, or maybe hover over tooltips
Adding more information up-front means customers are more prepared with what they’ve selected and chosen to buy, so in our experience are therefore more likely to continue through the funnel and purchase.
These are just a few ideas that you can consider and shouldn’t necessarily be restricted to the travel industry as many techniques translate well into the Retail and Finance sectors too.
As always though the underlying message is ALWAYS test everything. There is no out of the box solution as your customers are unique to you and understanding their behaviour on your website will help them, and you.
If you would like a demo or would like to talk to one our experts to discuss anything further get in touch.