Marketing Visitors who don’t Book on the First Look 2016 Inntopia User Group | Stowe, VT Name’s Steve Butcher Company’s VickeryHill 9th Destination Summit / Inntopia UserGroup I want to talk to you about the booking path. Specifically, some fairly easy to configure mechanisms to recapture some of that ~99% of visitors in your booking paths that don’t book on the 1st look. Rather than just waiting around for them to return on their own. Welcome to Vermont - if you can’t tell we've hopped on the Bernie bandwagon in both theme and scheme: the 99% segment he talks about is another story, but the theme aligns nicely with the number of visitor sessions that DON’T complete your booking paths.
Agenda Assumptions Booking Paths 1. Enhanced eCommerce 2. Abandoned Carts 3. Remarketing 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia If you don't know me yet, i like to talk about things that we've learned that you can implement and start improving. Today I want to review some assumptions I'm making, go over some booking path specifics, then delve into 3 areas that are accessible now or in the very near future.
Assumptions about You • Inntopia or other 3rd party booking (RTP, SiriusWare, Shopify, etc.) • Tag Management • clean Analytics clean integration • Spend Resources driving tra ffi c 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia So you came to Inntopia's usergroup. You're probably technical and involved with marketing, sales or customer service. Some of you may dabble in all 3 and more. You should have tag management implemented on all pages of your site and a 'clean analytics integration.’ And finally I hope you spend your valuable time finding ways to better sell and serve the visitor. Anyone on the wrong plane?
A walk down a Booking Path 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia I think in pictures. So I’ve created a graphic layout to explain what I want to talk about today: getting more out of your booking path.
� interwebs (not to scale) First, the interwebs
Visitor � � interwebs (not to scale) Of Course the visitor
Visitor � � interwebs (not to scale) Your Site � � And your website(s)
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � Again, most or all of you are here because you utilize Inntopia’s booking path to sell online (and o ffl ine). Many of you have other paths as well.
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � Action: The pajama-clad web visitor clicks and reads all around the web, and some of the time, I visit your site. Once on your site, some of the time I search for a vacation through the booking path, toward your goals displayed here as searching (look) and buying (book).
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � But much, much more often than not, the ADD sets in and I leave the booking path, sometimes returning to interact with other portions of your site, most of the time leaving to check on my FanDuel setup, make a move on my Peak Resorts stock or pick up something from Amazon.
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � GTM Back to my assumptions: im presuming that you have Tag Management implemented on every page of your site(s) including 3rd parties.
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM A Tag Management container lets you control what tags/snippets fire and where throughout your web properties. Here we can see Google Analytics pageview tracking and the receipt page Ecommerce transaction represented.
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails supply1 s1Prod1 cartProd1 name tranactionId supply2 s1Prod2 cartProd2 email cartProd1 + positions s1Prod3 sessionID revenue transactionID email The OTHER Yuge advantage of using GTM (or similar) is the ability to access page specific data throughout your site via a dataLayer. For example, Inntopia (and smartly a lot of other 3rd parties) present transaction details on the receipt page including the transactionID, products purchased, revenue, etc. BUT, there is data throughout the booking process that could be valuable including Product Impressions, Product details, Cart Adds/Removes, Visitor Name & Email! Today we’re going to talk about what more can be done currently —and in the near future.
1. Enhanced Ecommerce Measuring more detail during the shopping experience 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia A couple of years ago, the team at Google Analytics recognized the limitations of advanced reporting when it comes to ecommerce and actual revenue. They expanded the GA reporting system to include multi-channel funnels, click attributions and something they called Enhanced Ecommerce
Existing • Inspect goal funnel for booking path • Alternative 3rd-party plugins like heat maps, object click tracking, etc • Firing GA Events to track object clicks 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia The ‘old way’ you can setup a specific set of pages as a goal funnel, capture transaction details o ff the receipt page. Using other applications, you could create heat maps, analyze click tracking etc More recently, daring people setup complex Event Tracking models for various objects all over their site to try and determine what the visitor is doing (or not doing), beyond page views
New way • GA Enhanced Ecommerce Reporting • Supply/Product Impressions • Product Detail Views • Product Add/Remove Cart • Promotions • Checkout / Transaction • Alongside existing GA Dimensions & Metrics 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia With GA’s Enhanced Ecommerce, you can access multiple dimensions beyond the basic goal funnel and event tracking. Specifically, they’ve setup a system that lets you see product impressions, product detail views, Adds to and Removes from the cart, Promotions, Checkout and completed Transactions. All of this alongside the existing GA reporting dimensions
Visitor � � interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt � � � � � � � � � DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails supply1 s1Prod1 cartProd1 name tranactionId supply2 s1Prod2 cartProd2 email cartProd1 + positions s1Prod3 sessionID revenue transactionID email ENHANCED Advanced Reporting ECOMMERCE
GA EE Requirements • Presentation of ecommerce step details to GA (via GTM’s dataLayer) • Setup in GA’s View Level(s) • Optional Checkout labeling • Testing in demo property • Launch DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails supply1 s1Prod1 cartProd1 name tranactionId supply2 s1Prod2 cartProd2 email cartProd1 + positions s1Prod3 sessionID revenue transactionID email 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia
Questions with Answers • Which Sources are most/least e ffi cient in the cart? • Which Campaigns? • We’re chatting up (and advertising) the Golf package on social media. Are we selling from those referrals? • Are they even adding to the cart? • Which products are purchased almost every time someone sees them? • What about the ones that are never sold? 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia Enhanced Ecommerce basically gives you better answers to more specific questions. It will let you test theories and get more out of your e ff orts.
Enhanced Reporting 2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia So, i’d like to run through some starting examples from actual reporting (again, from whistler.com - thanks Tim).
Step Transition % Abandoned Step Shopping Analysis Reports: Find out which stages of your site are causing high drop-o ff s and leaking revenue. Compare new vs. returning visitors across the booking path. See details of not only transitions between steps, but abandonment detail from each step.
You can see the advanced funnel report also shows a top bar graph of visitors that entered at this step. A long way from those useless lists of visitor behavior by page reports.
Recommend
More recommend
