Did you know your website’s users most likely take on multiple personas throughout the user journey? This means that, depending on where they are on your site or what they’re trying to accomplish, they’ll have different priorities, concerns, pain points, and behavior patterns. One of the biggest keys to seeing successful conversions on your website, then, is your ability to both target and personalize each experience to fit the user at a particular moment in their journey.
The digital travel space is infamously fast-paced and competitive as users are faced with an often overwhelming number of sites, choices, paid searches, and SEO taps that all work to drive traffic – and ultimately conversions and bookings – to their websites. So one of the biggest challenges for travel websites, and this includes online travel agencies and direct booking sites, is to create unique value in such a crowded digital marketplace by providing the best user experience possible. This “optimized” user experience then leads to increased engagement and, when done right, moves the user effortlessly from the homepage, to the category, through product detail pages, and finally to the point of conversion.