Using Data to Increase Booking Conversion€¦ · · ROI Focus . Booking Conversion Formulae...
Transcript of Using Data to Increase Booking Conversion€¦ · · ROI Focus . Booking Conversion Formulae...
Using Data to Increase Booking Conversion TTI Conference, Sept 2014
Frank Reeves Founder, CEO [email protected]
@AvvioTweets, #tticonf
About Us
+£10m p/m Hotel Direct Bookings
11 years In Partnership
Our Mandate:
DELIVER GROWTH IN DIRECT BOOKINGS FOR CLIENTS
350 Live Clients (UK, IRL)
Who do we work with?
146% Commissions increase between 2002 & 2013
TRI Hospitality
31% Booking.com European market share
Feb 2014 - Forbes
+20% Booking.com YOY growth
Q1 2014 vs Q1 2013 Forbes
The rising costs of customer acquisition
The rising costs of customer acquisition
‘Since 2009, customer acquisition costs, i.e., all
sales, marketing and distribution, have outpaced
hotel revenue growth’
Hospitality Asset Managers Association, August 2014
Agenda
Part 1 The KPIs of Direct Booking Conversion
Part 2 Improving Booking Conversion
Part 3 Conversion Driven Digital Marketing
Part 1
The KPIs of Booking Conversion
@AvvioTweets
Direct Business
£
Traffic
Website Booking Engine
Direct Business
£
Traffic
Website Booking Engine
· Maximise Organic Traffic
· Aggressively compete for Paid Traffic
· Multi-Channel approach
· ROI Focus
Direct Business
£
Traffic
Website Booking Engine
· Begin Sales Conversation · Generate BE leads
· Maximise Organic Traffic
· Aggressively compete for Paid Traffic
· Multi-Channel approach
· ROI Focus
Direct Business
£
Traffic
Website Booking Engine
Maximise Conversion ·
Analyse Abandonment ·
Continuous Test & Improve ·
· Begin Sales Conversation · Generate BE leads
· Maximise Organic Traffic
· Aggressively compete for Paid Traffic
· Multi-Channel approach
· ROI Focus
Booking Conversion Formulae
Revenue = Traffic x Conversion x ABV
Conversion =
Website C.R. x Booking Engine C.R.
Key Performance Indicators
Traffic 10,000
Website Conversion 30%
Booking Engine Conversion 2%
ABV £360
Sample Hotel Performance
Direct Revenue = £21,600
Part 2
Improving Booking Conversion
@AvvioTweets
Booking Engine Conversion = 2%
Focus on Booking Engine Conversion
Booking Abandonment
98%
B.E. Conversion New Revenue
2.25% £2,700
2.50% £5,400
2.75% £8,100
3.00% £10,800
3.25% £13,500
3.50% £16,200
3.75% £18,900
4.00% £21,600
4.25% £24,300
Improving Booking Engine Conversion
B.E. Conversion Total Revenue Growth*
2.25% £24,300 13%
2.50% £27,000 25%
2.75% £29,700 38%
3.00% £32,400 50%
3.25% £35,100 63%
3.50% £37,800 75%
3.75% £40,500 88%
4.00% £43,200 100%
4.25% £45,900 113%
Isolating Booking Engine Conversion
* From Revenue of £21,600
New Revenue Through PPC Alone*
£2,700 £1,033
£5,400 £1,485
£8,100 £2,005
£10,800 £2,592
£13,500 £3,247
£16,200 £3,969
£18,900 £4,759
£21,600 £5,616
£24,300 £6,541
* Without improving Booking Conversion
Isolating Booking Engine Conversion
Booking Conversion Funnel
How?
April 10th 2014
An Ultra Competitive Marketplace
Is Booking.com the most persuasive Website in the World?
Selling Techniques & Book Direct Benefits
Benefits – Guarantee – Urgency - Value
Dynamic Conversion Testing
• A/B Testing
• Heat-Mapping
• Market Segmentation testing
• Booking Engine Design
• Rate Effectiveness & Optimization
• Display: image size, book now etc.
• Sales messaging
• Personalisation
• How many Rooms/Rates
• Booking Path
• Optimized Navigation
Optimising Conversion
A/B Testing
A/B Testing
Goal Increase of 44.14%
Heatmap Testing
Price Only
A/B Testing through Booking Engine
Price + Value
A/B Testing through Booking Engine
Goal Increase of 70.36%
Responsive Design
KPI Desktop Tablet Smartphone
Visitors 31,6514 13,3013 15,6676
Website C.R. 35.10% 43.28% 34.90%
BE C.R 4.86% 3.26% 1.81%
Bookings 5401 1875 987
Sample Avvio Client Data
BE Con. Total Revenue Growth
2.25% £24,300 13%
2.50% £27,000 25%
2.75% £29,700 38%
3.00% £32,400 50%
3.25% £35,100 63%
3.50% £37,800 75%
3.75% £40,500 88%
4.00% £43,200 100%
4.25% £45,900 113%
Growth from B.E Conversion Improvements
Growth from B.E. Conversion
Part 3
Conversion Driven Digital Marketing
@AvvioTweets
Re-investing to accelerate growth
£
Traffic
Website Booking Engine
Traffic Budget = Conversion x A.B.V. x C.O.A.
The Cost of Acquisition (COA) formula for PPC
Digital Marketing Formula
Key Performance Indicators
Traffic 10,000
Website Conversion 30%
Booking Engine Conversion 2%
ABV £360
Revenue = £21,600
PPC as a 10% Channel (Max)
Digital Marketing Formula
PPC Budget = £0.22 (.6% x £360 x 10%)
BE Con. PPC Budget*
2.25% £0.24
2.50% £0.27
2.75% £0.30
3.00% £0.32
3.25% £0.35
3.50% £0.38
3.75% £0.41
4.00% £0.43
4.25% £0.46
* Based on 10% CPA approach to PPC
Conversion Driven Digital Marketing
B.E. Conversion driving PPC Competiveness
BE Con. Revenue + Additional
2.25% £24,300 £1,598
2.50% £27,000 £3,240
2.75% £29,700 £5,173
3.00% £32,400 £7,128
3.25% £35,100 £9,396
3.50% £37,800 £11,664
3.75% £40,500 £14,266
4.00% £43,200 £16,848
4.25% £45,900 £19,785
Conversion Driven Digital Marketing
Additional growth from new traffic
BE Con. Revenue +Additional Total Revenue
2.25% £24,300 £1,598 £25,898
2.50% £27,000 £3,240 £30,240
2.75% £29,700 £5,173 £34,873
3.00% £32,400 £7,128 £39,528
3.25% £35,100 £9,396 £44,496
3.50% £37,800 £11,664 £49,464
3.75% £40,500 £14,266 £54,766
4.00% £43,200 £16,848 £60,048
4.25% £45,900 £19,785 £65,685
Conversion Driven Digital Marketing
Additional growth from new traffic
BE Con. Revenue Growth*
2.25% £25,898 20%
2.50% £30,240 40%
2.75% £34,873 61%
3.00% £39,528 83%
3.25% £44,496 106%
3.50% £49,464 129%
3.75% £54,766 154%
4.00% £60,048 178%
4.25% £65,685 204%
Conversion Driven Digital Marketing
* From £21,600
Additional growth from new traffic
BE Con. Revenue Growth PPC Cost*
2.25% £25,898 20% £792
2.50% £30,240 40% £972
2.75% £34,873 61% £1170
3.00% £39,528 83% £1,344
3.25% £44,496 106% £1,575
3.50% £49,464 129% £1,824
3.75% £54,766 154% £2,091
4.00% £60,048 178% £2,322
4.25% £65,685 204% £2,622
* Preserving 10% CPA approach to PPC
Conversion Driven Digital Marketing
Total Growth + Total PPC Cost
Booking Conversion Formulae
Revenue Traffic x Conversion x ABV
Conversion
Website C.R. x Booking Engine C.R.
Traffic Budget Conversion x A.B.V. x C.O.A.