The Perfect Combination: Why Running Both UX and A/B Tests on Your Site Leads to an Optimized Conversion Path
On average, hotel website conversion rates (bookings per unique monthly visitor) are only two percent That means that for every 100 people who come to your site to book a room, only two complete their purchase, while the other 98 leave to book a room elsewhere.
Increasingly, millennials are combining their business trips with leisure. By extending their work-focused stays for a few days to do things like see local sites or enjoy a city's restaurant scene, these "bleisure" travelers are redefining a key market in the hospitality sector. This growing market is a little tricky to target, since their leisure stays piggyback on business trips. With an understanding of who these bleisure travelers are and what their particular needs are, however, travel sites can tap into this group of consumers, and meet their unique booking and planning needs.
Having engaging, clearly communicated written content is one of the most important ways travel websites can draw users in, keep them on the site, and ultimately move them through the funnel and encourage action, i.e. a booking or sale. From strong calls-to-action to eye-catching headlines to enticing descriptions of destinations and activities, content on travel sites plays a key part in the overall user experience.
There are some people who believe targeting millennials in their email campaigns is a waste of time. At Multiplica, we believe this couldn't be further from the truth and feel marketers should absolutely keep millennials in mind as they craft their email campaigns. Here's why:
Technology is all about doing more with less, and this is especially true for artificial intelligence. At its core, AI involves complex computations that allow machines to make decisions that closely mimic natural, human decision-making. However, since AI can be "taught" how to use specific inputs (such as pictures or text) to produce specific responses, these systems can be programmed to perform tasks as varied as providing answers to general queries (making them ideally suited as customer care assistants or help guides), to making suggestions based on user interests and browsing history (allowing them to make accurate guesses at products or offers that someone would like).
In 2016, global digital travel sales were $630 billion. By 2020, they are projected to reach $818 billion - an increase of 30 percent in just four years. This rapid growth is being fueled by new applications of technology to the travel and hospitality industries. Developments such as travel chatbots and virtual assistants, analytics-based fare forecasting, human-like interactions with digital virtual assistants and facial recognition scanning and surveillance are the new drivers of industry growth.
Did you know that new customer acquisition costs can be five times as high as keeping existing clients? This fact is not surprising to most marketing executives and business owners who know all too well that it costs more to acquire a new client than to retain an existing one.