Joost van der Kooij

The fundamentals:

Goals & target groups &

Calls to action

WebsitePromotion

Target groups and objectives…

Call to actions

Content goal matrix

Assignment

Programme

Centre for the Promotion of Imports from developing countries | 2012

2

Target groups and objectives

Centre for the Promotion of Imports from developing countries | 2012

3

• First the strategy, then the website

• Your website is an instrument to achieve the goals

• Multiple target groups on one website…?!

• Do not forget to prioritize your target groups and goals

• Define the main calls to action

….. for each target group

Content goal matrix

Content Goal Matrix

Centre for the Promotion of Imports from developing countries | 2012

4

Profile customer

Information, picture, video…

Action

• Use outstanding buttons (font size or type, design, colour,

communication…)

• Conversion of visitors into clients !

• Quality not quantity……

Centre for the Promotion of Imports from developing countries | 2012

5

Calls to action

Goal websiteProfile key customers

Information (interest, desire…) Action

• Tourist (Family Spain)

• Tour operator Germany

• Products / services (inspiring, customized, action)

• Testimonials / reviews • Images, video• Safety / country image• Payment security• Membership of association• Enjoy an experience • Facilities / activities • Awards / Certification / Labels• Unique selling proposition

…

• Subscribe to newsletter • Provide review / testimonial• Brochure (order, print)• Tell a friend / Share• Contact: Skype, phone, chat, call back, form…. • Follow us • Send inquiry • Watch virtual tour• Book now !• Compose itinerary / package• ……….

…

Next >

online

Customized

Customized

Addthis social bookmarking

Free web toolbar Wibyia

Goal websiteProfile of your key customers

Information on your website Desired action

by your visitor

New specialised wildlife tour operators from Germany

New independent leisure travelers…

• Explore your B2B section

• Download / order your brochure

• Call me (back) / make telephone appointment / chat

• Use contact form / send e-mail

• Ask for quotation

• Subscribe to e-newsletter or RSS feed

• Follow us (Facebook, Twitter, Flickr, blog)

• Make appointment at trade fair

…

• Appealing pictures, videos

• Attractive description of your facilities and activities

• Testimonials

• Interactive maps

• Certifications, awards, memberships

• Environmental policy

• Company information

• Information about working with

large groups

• Direct contact information of representative• ……….

x

Assignment 2

Centre for the Promotion of Imports from developing countries | 2012

34

Goals and target groups

Booking

“…60% of travelers book online when it is available…” (ATDW – tourism e-kit, 2010)

However….• Almost 40% receive error messages whilst transacting • One third are unable to complete a transaction or action on travel

sites (survey among online consumers, UK).

Critical element: The booking process• Clarify the steps !• Build trust (privacy policy, terms and conditions, cancellation

terms, secure pay, SSL, Verisign…)

Example

“….What a @##!$$ pitty…..

I just wanted to book for a group of 20 persons….. for 2 all-inclusive weeks”

Smart….??

?

Phone not compulsory

Captcha – anti-spam

?

Booking

• Integrated online booking systems encourage and simplify transactions (to the customer), save time and handling (to the vendor)

• Recommended when your site is optimized (usability, persuasion, SEO) otherwise effects will be minimal (and costs high…)

> show

SIMPLE ! PERSUADE !

STEPS

CLEAR COMMUNICATION

TRUST

RECONFIRM

TRANSPARENCY

• Confirmation message and email to be sent (welcoming and attractive)

• Confirmation message contains • Instructions on whether or not to print the

confirmation• Directions (map, opening hours etc.) or link to the

page with directions• Information on how to modify the reservation, plus

link to the page

• Option for feedback and follow on social media …

It does not end with the payment …

• ATDW has compared online booking systems (ATDW – tourism e-kit, 2010, tutorial 34-35)

Booking systems compared