Marketing Online

How to Segment Your Audience and Improve Your Ecommerce Checkout Funnel

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Source: blog.kissmetrics.com

Focus on running tests to identify the variables that do impact your audience. Start with using the funnel report to tell us how our website converts for a specific date range and then use cohort analysis (a cohort is a group of people who share a common characteristic or experience within a particular time span) in order to track how each group’s behavior changes over time. 

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Ranking Factors 2014: Why Quality Content Focuses on Topics, not Keywords

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Searchmetrics recently launched their yearly Ranking Factors Study that bases numbers on rank correlation and averages of top 10 SEO rankings. The 2014 analysis shows that content on top-performing sites is much more holistic and less keyword-focused. In this post, Marcus Tober, founder and CTO of Searchmetrics, explains why you should focus on more than just keywords when it comes to technical aspects of your site, and how you can create relevant, comprehensive content for users.

Source: moz.com

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Ryanair Signs Distribution Deal with Amadeus

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Ryanair has signed a deal with Amadeus and will sell the carrier’s inventory through its global distribution network.

Source: www.tnooz.com

Today’s announcement comes a few months after Travelport announces a distribution deal with Ryanair and reinforce Ryanair’s Strategy to get a bigger slice of the business travel pie.

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7 Techniques to Decrypt Users’ Search Intent

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Author and Internet marketing expert Pam Neely shows you how to interpret search intent.

Source: www.semrush.com

1) Check the bounce rate of your pages

2) Check your click-through rates

3) Compare your internal search queries to the queries the search engines are sending you

4) Use SEMrush to see which keywords your competitors are getting traffic from, and which keywords they are bidding on

5) Try out the keyword database at Zenya.com, where they have categorized 600 million keywords by search intent.

6) Do a survey

7) Begin with the end in mind

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How Airbnb & Other Big Companies Increase Conversions Using the Psychology of Desire

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Leverage the psychology of desire and you’ll increase landing page conversions. Successful brands are already doing it – here’s how you can do it too.

Source: unbounce.com

To create desire for your product, you need to:
– show people how using your product or service will either reduce pain or increase pleasure in their lives
– reassure them that is a perfectly acceptable behavior to undertake.
Airbnb creates desire for their service by using beautiful product images. By using professionally-shot photographs that showcase the properties at their absolute best, they increase individual incentive to stay at one.
-> Adding appealing images, Airbnb increases expected pleasure/perceived quality and social approval for these non conventional accommodations.

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Predicting the Future Sales is Hard, Try Anticipating Them Instead

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With the advent of Big Data and faster and better data processing capabilities we are seeing a surge in predictive intelligence solutions; everyone is trying to predict the future to their advantage. The question though is, are they? Can the future be predicted? The main issue I have with predictive intelligence and “the next best …

Source: www.enterpriseirregulars.com

The biggest shortcoming of predictive intelligence is that it looks for buying patterns to make “relevant” offers. The idea is that if it happened once in the past, will happen again in the same way.
The main problem of Predictive intelligence is that it is not possible to complete replicate twice the context and intent, the most advanced predictors of behavior, in which the buyer acts.

A new model, anticipatory intelligence, tries to account for context, intent, but more importantly for the many different possible scenarios – instead of next best step, tries to derive next most likely scenarios all with different likelihood of happening, and present them all as anticipatory steps.

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US Department of Transportation (DOT) Likely To Apply Stricter Consumer Protection Regulation To Metasearch Sites

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The US Department of Transportation has proposed a new travel metasearch rule. Google, Kayak, Hipmunk, Skyscanner, Travelzoo, and TripAdvisor oppose it.

Source: www.tnooz.com

One of the more surprising counter-arguments by the lawyers of the six metasearch companies that are putting up a united front against the DOT (Google, Kayak, Hipmunk, TripAdvisor, Skyscanner, and Travelzoo/Fly.com) is this: “The metasearch site, in connection with a consumer’s search and the provision of responsive data, does not collect personal identification, payment, or frequent flyer information from the user.” That statement is surprising because the conventional wisdom in the industry is that metasearch sites are about to start doing precisely that. Plans are believed to be afoot for metasearch sites’s user interfaces to ask users for identifying information, payment details and loyalty program membership accounts to help filter relevant search results and speed up the purchase. This functionality is said by some insiders to be vital for mobile apps and websites. Users want to be able book travel without having to leave the metasearch sites themselves and without having to type in their credit card and loyalty numbers repeatedly on tiny devices. But metasearch companies argue they are not actually “collecting” that information. They are passing it through to the third-parties.

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Study Shows 76% Of Travelers Willing To Pay More For A Hotel With Better Reviews

Study shows travel reviews have a significant impact on both conversion rates as well as pricing.

Source: www.trustyou.com

Travel reviews have a significant impact both on conversion rates as well as pricing. This is something that a revenue manager cannot ignore but the same goes for the ecommerce director as well as with the rest of the company.

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Hoteliers Reduce Discounting Thanks to Stronger Demand

Source: www.travelclick.com

Transient bookings are up 6.9 percent year-over-year and ADR for this segment is up 5.1 percent. When broken down further, the transient leisure (discount, qualified and wholesale) segment is showing occupancy gains of 6.6 percent and ADR gains of 5.3 percent. Transient business (negotiated and retail) segment occupancy is up 7.3 percent and ADR is up 5.0 percent. Group segment occupancy is ahead by 3.3 percent and ADR is up 1.8 percent, compared to the same time last year.

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