Are you focusing too much on generating website traffic and ignoring what’s really important to business growth—conversions? Focusing on traffic generation at the expense of conversion is a common business mistake, especially in the travel sector where competition is increasing rapidly. Learn how a knowledge base can provide your travel website users with the information they need to make informed decisions and ultimately convert.
What is a Knowledge Base?
A knowledge base is an information portal that serves up the most important information your web users need to know to make decisions. It might have policy explanations, trip itineraries, and much more. More expansive than a FAQ, a knowledge base is searchable, browsable, and optimized to help users find what they need, when they need it. Users can browse categories to find relevant information, see the most recently published articles in a sidebar, or search for targeted information.
How a Knowledge Base Benefits User Experience
A robust knowledge base allows busy customers to self-serve and troubleshoot their own problems by looking for the information they need. Unlike your call center, a knowledge base provides 24/7 service…making it a useful tool for global travelers who need assistance outside of normal business hours. It can also be particularly useful for experienced web users who like to help themselves, or who may prefer to use a knowledge base over emailing or chatting with customer service. By incorporating this technology into your website, you provide customers an self-service tool to instantly help them plan their trip.
You also alleviate some of the demands on customer service representatives, who may be busy providing support via phone, email, and chat. Odds are, your customer service staff spend time answering repeat questions from customers—time they could spend on personalized service. Wouldn’t it be nice if customers had a place they could easily find answers to these repeat questions? With a knowledge base, you can.
Our clients find that implementing a knowledge base decreases their call rates by up to 10 percent. With over 4,000 article hits per month, a knowledge base proves its worth in data analytics you can measure.
How a Knowledge Base Increases Conversions
It’s common to focus solely on conversions. In reality, there may be many micro-conversions that occur before customers book vacations. A customer might sign up for your newsletter, download information about one of your programs, or request more information before finally converting. By putting your library of information at a user’s fingertips, you make it easier for users travel arrangements.
A knowledge base also helps skeptical consumers alleviate their concerns and find the necessary information to make them feel confident in their purchase decision.
Saving your customer service representatives time and better serving your web users engages not only repeat customers but attracts new customers who value your transparency and rich user experience. You also get access to extensive data analytics that demonstrate what consumers are interested in, what they want to know, and how you can continue to grow your business by better serving your customers.