Website usability in a short attention span world

You Provide Hospitality. We Provide Solutions

Website Usability in aShort Attention Span World

Online Business Lodging FundamentalsPresented by: Lyles Armour

3801 E Florida Ave. Suite 800Denver, CO 80210

866.360.8200


Who We Are

About Me• University of Northern Colorado

Graduate (Marketing / CIS)• Sports enthusiast • Proud father of a 5 year old dog• Enjoy working with people• 4 years with RezStream• Design /Development Manager• Marketing Coordinator

About RezStream• Established in 2005 • Located in Denver, CO• 21 employees

What We Do• Software and Internet services

Why Do We Do It• Because your success is our

success!– Education is key


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TABLE OFCONTENTS


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01Improving Your

Search Results with Schema

02Responsive Design For Mobile-Friendly

Websites

03User Experience & Dynamic Content

04Benefits of an

Online Booking Engine

05Remarketing to “Lost” Guests

06Q & A


01 | Improving Your Search Resultswith Schema


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01| Improving Your Search Resultswith Schema

Internet Marketing Tactics• Search engine optimization• Pay per click• Email marketing• Social media• Content creation• Remarketing

Schema• HTML markup• Richer search results


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So what’s the big deal?


01| Improving Your Search Resultswith Schema : What is it?

Schema is an HTML markup that improves the display of your online search results. This creates a much richer experience and provides more relevant information for the searcher.


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Direction Signs General Service Signs


01| Improving Your Search Resultswith Schema : What does it look like?


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01| Improving Your Search Resultswith Schema : What can it be used for?

• Business type• Company Details• Offers– Rooms– Specials & Packages

• Ratings & Reviews• Photo Galleries• Blog Articles


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01| Improving Your Search Resultswith Schema : Google’s Testing Tool


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Structured Data Markup Helper | Structured Data Testing Tool

https://www.google.com/webmasters/markup-helper/u/0/

https://developers.google.com/structured-data/testing-tool/


02 | Responsive Website Designfor Mobile-friendly Websites


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02| Mobile-Friendly WebsitesAccording to Google

• November 13, 2009– World is going mobile– Mobile vs. desktop websites

• February 22, 2011– Mobile websites 101

• December 15, 2011– Googlebot-Mobile increases

coverage of mobile phone content• June 6, 2012

– (1) Responsive website design (2) Dynamic website (3) separate desktop & mobile website

• June, 11 2013– Bad redirects & mobile phone errors

• May 19, 2014– PageSpeed Insights testing tool

• November 18, 2014– Mobile search indicators– Testing tool & GWT Usability report

• February 26, 2015 – Expanding mobile-friendliness as a

ranking signal starting April 21, 2015.• April 21, 2015

– Rollout of the mobile-friendly update• May 5, 2015

– More searches take place on mobile phones than on desktops

– Tablets are counted with desktops


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http://googlewebmastercentral.blogspot.com/2009/11/help-google-index-your-mobile-site.html

http://googlewebmastercentral.blogspot.com/2011/02/making-websites-mobile-friendly.html

http://googlewebmastercentral.blogspot.com/2011/12/introducing-smartphone-googlebot-mobile.html

http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html

http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of-smartphone_11.html

http://googlewebmastercentral.blogspot.com/2014/05/making-your-site-more-mobile-friendly.html

http://googlewebmastercentral.blogspot.com/2014/11/helping-users-find-mobile-friendly-pages.html

http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html

http://googlewebmastercentral.blogspot.com/2015/04/rolling-out-mobile-friendly-update.html

http://adwords.blogspot.com/2015/05/building-for-next-moment.html


02| Mobile-Friendly WebsitesWhy should you care?


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Search engines like Google and Bing are now indicating which websites are mobile-friendly in the list of search results.

So before they even make it to your website, they have a perception of what the experience will be like visiting your website.

It’s a learned behavior!


02| Mobile-Friendly WebsitesWhat does being mobile-friendly mean?


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Mobile-friendly means one or more of your web pages are user-friendly on mobile devices.

Having a mobile-website means every web page on your website is user-friendly on mobile devices.

The Mobile Takeover

May 5, 2015 - More Google searches take place on mobile devices than on desktops

Travel Weekly 2014 Consumer Report – Percentage of people who use a mobile to purchase travel - 2012 (25%) 2013 (30%) 2014 (38%)

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

http://travelweekly.texterity.com/travelweekly/20140811


02| Mobile-Friendly WebsitesWhy you need a Responsive Website Design (RWD)


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RWD is a design approach that allows your website to respond itself by adjusting the layout so that it can be easily accessible on desktop, laptop, tablet and mobile devices.

Desktop Laptop Tablet Mobile

Why you need a responsive website design

• Recommended by Google• One website, one URL• Access to all pages• Access on all devices• Better user experience

• Cost effective• Easy to manage• Help combat high bounce rates• Increase conversion rates (bookings)• Your competition is already doing it


01| Is My Website Mobile-friendly?Google’s mobile-friendly testing tool


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Browser Test| Mobile-Friendly Test | User Experience

https://www.google.com/webmasters/tools/mobile-friendly/


03 | User ExperienceTurning Lookers into Bookers


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03| The User ExperienceWhy the user experience is so important.


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The User Experience determines the level of satisfaction your online visitor has.

Factors that influence the user experience

1) Simple Things: Finding your phone number, email address or availability?2) Navigation: How easy is it for them to get to different pages of your website?3) Page Layout: How do you keep things simple and easy to find?4) Booking Engine: How many ways can they get to your booking engine?5) Content: How are you using content to interact with your guest?6) Engagement: What do you do to keep them on your website longer?7) Speed: How long does it take to load your website?

The GOAL is to get them to give you their money.


03| The Simple ThingsHow easy is it for them to find what they are looking for?


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A clean header and navigation helps guide your guest to the most important pages on your website.

Do’s and Don’ts

Do’s• Lead with your money pages• Top link should be clickable• Your logo is your home link• Include contact options• Use subnav for interior pages

Don’ts• Start with a home link• Clutter your navigation• Have too many dropdowns• Have too many links• Link to mobile website


03| Page LayoutHow do you keep things simple and easy to find?


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03| Booking EngineHow many ways can they get to your booking engine?


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03| Content is KingCreate compelling content to help you sell your business


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The phrase “Content is King” means that - without original and desirable content any media venture is likely to fail through lack of appealing content, regardless of other design factors.

What is considered content?

TextGraphicsImagesVideo

Having a Content Management System (CMS) will make your life easier as you’ll have direct access to keep your content up to date and engaging.


03| Dynamic ContentHow are you using content to interact with your guest?


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The more relevant content you deliver to the website visitor, the better the engagement and the higher the conversions.

Dynamic Content is HTML content on your website, forms, landing pages, or emails that changes based on the viewer.

How can it be used?Personalize your emailsTailor your web experienceEnhance your landing pagesIncrease form effectiveness


03| Website SpeedHow long does it take to load your website?


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Google’s Page Speed Insights measures the performance of the web pages on your mobile and desktop website.

PageSpeed Insights measures how the page can improve its performance on:• Time to above-the-fold load• Time to full page load

Scores range from 0 to 100 and a score of 85 or above indicates that the page is performing well.


03| What’s My Speed Test ScoreGoogle’s PageSpeed Insight Testing Tool


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At Home Test| PageSpeed Insight Test | User Experience

https://developers.google.com/speed/pagespeed/insights/

https://developers.google.com/speed/pagespeed/insights/


04 | Online Booking EngineWhat are the benefits?


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04| Online Booking EngineWhy do you need one?


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• 148.3 million travel bookings are made on the Internet each year• 57% of all travel reservations are made on the Internet• More than 30% of online traffic related to travel, now comes from mobile devices• 65% of same day hotel reservations are made from a mobile device

How does a Booking Engine Help your business?1. 24/7/365 money making machine2. Provides convenience for your guest3. Increases revenue (57% bookings made online)4. Improves customers services


04| Online Booking EngineWhat’s included in a good booking Engine


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05 | RemarketingMarket to guests who have left your website


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05| RemarketingWhat is it?


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Remarketing enables you to re-engage with your audience and display ads on other websites in an effort to get them to return to your website.


05| RemarketingWhy should you use it?


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• Turn abandoners and bouncers into leads

• Stay engaged with your target audience

• Appear in front of people who have already expressed an interest in your website


05| RemarketingHow do I get going?


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1. Enable advertiser features in Google Analytics and add remarketing code to every page, if applicable.

2. Update your website’s privacy policy• The Google Analytics Advertising features you've implemented• How you’ll be using their cookie information • How visitors can opt-out

3. Create audiences that you want to remarket to• New visitors• Visitors who did not make an online reservation• Visitors who left the booking engine process• Upsell to existing customers

4. Develop remarketing campaigns in AdWords 5. Monitor campaign results and optimize accordingly

Learn More about Remarketing

http://www.rezstream.com/webinars/remarketing-what-is-it-why-you-need-it


05| RemarketingExamples of Remarketing banners?


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| Thank you for attending!

Come visit us at Booth #40• Josh Wise – VP Business Development • Lyles Armour – Design Manager/Marketing Coordinator

EmailFor questions about this presentation please email me at [email protected]

RezStream.com• Free Webinars• Blogs


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3 months off the TCMS Website at

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Website usability in a short attention span world

Marketing

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