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.
Research shows 30 percent of website users abandon an online purchase if the shopping cart isn't mobile optimized, research shows. For travel businesses, users are increasingly browsing for everything from airline tickets to packaged tours on the go. They want the ability to research and book from any device, mobile included. If you don't start optimizing your travel site for mobile, you stand to lose customers to your competitors who are already doing so.
In many cases, getting customers to visit your website is not the hard part—it is getting them to make a purchase, sign up for a mailing list, or commit to using your service. Conversion is the challenge. While every company has different obstacles standing in their way, and may obtain conversions a little differently, here are five simple changes you can make immediately that will improve your conversion rate—both online and through your mobile platform:
This piece was originally posted on the Glance Networks blog and has been reposted here with permission. When I went to a store last week to buy a camera, I needed help. The sales representative walked me to the right aisle, showed me several options and helped me when I swiped my credit card the wrong way in the machine. Altogether, it was a very pleasant shopping experience.
Today’s consumer expects to be able to do more and more activities on their mobile device, ranging from banking and shopping to ordering meals. That’s not all… a recent study found consumers also want the ability to book travel plans from their smartphone or tablet. Delivering that requires proactive engagement and assistance to ensure a successful customer experience. Harris Poll conducted an online study in December 2014 on behalf of Moxie and surveyed more than 2,000 online U.S. adults about their actions, attitudes, and opinions. For instance, the study shows that 70 percent of Americans who booked travel online in the past 12 months believe that having the option to connect with a company representative via live chat would be more personal and effective when trying to complete a travel specific task.
In a recent blog post, Forrester principal analyst Kate Leggett discussed that customers are embracing more communication channels as they engage brands online. Leggett revealed that consumers are contacting companies more frequently, and are looking for easy and effective communication channels to get to the answers they need. The post highlights that one of the channels that continues gaining popularity among consumers is chat – “Online chat adoption continues to rise – from 38% in 2009 to 43% in 2012 to 58% in 2014.” Delivering great quality support across digital engagement channels is a key priority for many organizations, and chat is a great technology to help achieve this goal. Beyond support, organizations need to consider chat as a key digital engagement tool that allows them to connect with their customers across the entire digital journey — from sales to support. Moxie Chat customers report an average of 400% increase in order size when engaging customers online.
Leading analyst firms as well as independent experts have been working in the past weeks to identify some of the key trends for 2015 as it relates to how companies can better engage, inspire and influence consumers to trust and prefer their brands. These experts discuss many trends, but among them one rises as a common theme: consumers expect brands to deliver pain-free, consistent interactions across devices and channels throughout the entire digital journey, especially as they continue embracing ecommerce and adopting mobile technologies. Here are 2015 trends outlined by The 56 Group, Gartner, eConsultancy, Constellation Research and Forrester:
The busiest travel season of the year is upon us. The Airlines for America (A4A), an organization that includes some of largest US carries, expects that “45 million people will fly over the holiday period – from December 17 through January 4, a two percent increase from the same period last year.” Anyone traveling around these dates knows that the experience can be chaotic from hard-to-navigate online tools to booking travel and hotel accommodations to the long lines at the airports, to delayed flights and oversold hotels. The travel industry has been making investments in technology to improve passengers’ experiences, but there is a lot more that needs to be done, especially to support mobile devices. A report from Business Insider discussing the investments of the travel industry on mobile technologies found that while “there's plenty of innovation underway, there's still a gap in terms of what customers would like to see on mobile, and the services that they're actually receiving. This gap is leading to lost sales and lost opportunities. For example, two-thirds or more of travelers in major markets said they'd be more likely to book trips on mobile if apps and sites were easier to use.”
Black Friday and Cyber Monday are behind us, but the holiday shopping season is far from being over. Shop.org, the division of the National Retail Federation (NRF) that tracks online spending, forecasts that web sales will grow between 8 percent and 11 percent this year to as much as $105 billion. However, as consumers embrace the convenience of online shopping, “they spread out their purchases instead of being lured by one-day specials,” reported Bloomberg BusinessWeek in an article this week.
This week, retailers will begin the busiest time of the year. According to recent data from the National Retail Federation, “the holiday shopping season is expected to represent approximately 19.2 percent of the retail industry’s annual sales with online sales growing between 8 -11 percent this year.” It’s no secret that retailers have been making significant investments on their ecommerce operations to meet the needs of constantly connected customers. As an example, this year companies are expected to spend $125 billion in online advertising to queue people up to their online stores. However, despite all the investments, ecommerce conversion rates hover around 3% on desktops and decline to 1% on smartphones with tablet users converting somewhere in the middle. On the other hand, in-store conversion rates range between 20 to 30 percent. Considering the gap in conversion rates between online and in-store, we need to ask what’s driving the low conversion rate for eCommerce?
Shop.org recently released its 2014 online holiday sales forecast, "expecting sales in November and December to grow between 8 – 11 percent over last holiday season to as much as $105 billion." With Black Friday and Cyber Monday just days away, marking the official beginning of the 2014 holiday shopping frenzy, Moxie today announced the results of a new study revealing that the number one reason why some consumers avoid online shopping is the lack of in-person assistance and proactive engagement from brands.