rezstream webinar: 3 ways to engage with guests before they leave your website

Simple solutions that will convert more

website visitors into paying customers!

13 ways to engage with guests before they leave your website

Contact Information

Lyles Armour

[email protected]

(720) 420-7783

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Table of Contents

In this webinar we’ll cover:

1. Website 101 best practices

2. The definition of a conversion

3. The value of free downloadable

content

4. Using Exit Intent technology


Website 101 Best Practices

These are must haves for websites built after 2015.


10 Questions you should asking about your website.

1) Is your website responsive OR mobile-friendly?

2) Is your website a Content Management System?

3) Is your website SEO-friendly?

4) Do you have Google Analytics and Google Webmaster

Tools on your website?

5) Does your website include links/widgets to an online

booking engine?

6) Does your website have Structured Data (schema)

markup?

7) Does your website offer strong CTAs to encourage

desired actions?

8) Does your website meet Google’s page speed

recommendations?

9) What are your current website metrics (bounce rates,

user navigation flows, and conversion rates)

10) What do you offer to keep people engaged on your

website?


Are you paying attention to Google Analytics?

A website reevaluation is necessary if you see performance dips in the key visitor metrics:

• Number of sessions - Total number of visits to the website.

• % of new sessions - New traffic means your marketing is reaching new users.

• Bounce rate - How many visitors leave after viewing a single page on your site?

• Conversion goals - Doesn’t always mean it’s an online reservation.

• Engagement - How long did they stay and how many pages did they visit?

Benchmarks

• Number of sessions – 2% - 5% above the previous year?

• % of new sessions – 70%

• Bounce rate – 30% - 40%

• Conversion goals – 1.5% or higher

• Engagement – 1 minute, 30 seconds


Help users easily access content on mobile

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Hotel bookings on mobile

devices increased 67% in

the U.S. in 2016

72% of all bookings made

on mobile devices happen

48 hours before check in

Hotel searches on

mobile devices

grew 137% in 2016


Don’t miss out on newer technology

Things like

• Schema (structured data)

• Open Graph for Facebook

• Https vs. http (secure your website)

• AMP (Accelerated Mobile Pages)

• Review widgets/forms

These items help you attract and keep guests

on your website.


The Definition of a Conversion

Is there more than one way for a visitor to convert on your website?


Poll Question

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What does “conversion” mean to you?


A 2% or higher conversion rate is ideal

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Use strong calls to action (CTAs) to get the visitor to take an action.

• Use clear text for the desired action.

• Select good colors for your CTAs.

• Make sure they’re placed in a good location.


Are you getting them to your booking engine?

1. Seamless transition.

2. See available units based on the search dates.

3. See unavailable units based on the same search.

4. Filter units based on pricing, capacity, or amenity.

5. Offer packages and POS items.

6. Clearly outlines terms & conditions.

7. Display multiple rates or discounts.

8. Create promos for more enticing offers.

9. Offer commission-free gift certificates.

10. Integrations with 3rd parties.

11. Multiple ways to access the booking engine.


What might be preventing conversions?

Don’t make it painful for your guests

1. Slow-to-load page

2. Self-sufficient content

3. Misleading title/meta description tags

4. Blank page or technical error

5. Bad or obnoxious UX

Bounce rate grading scale

26-40%: Excellent

41-55%: Average

56-70%: Higher than normal, but could make

sense depending on the website

70% or higher: Bad and/or something is

probably broken


The Value of Free

Downloadable Content

Whoever said you shouldn’t give away things for free?


How can free content provide

value to your brand?

Research has shown that 45% of

a company’s reputation is

directly related to what is says.

Giving away free content helps establish

your property as THE expert in everything

related to:

• Weddings

• Meetings/Events

• Tours/Itineraries

• Spa services

• Dining


• 81% of people conduct research before buying a product

or service

• 77% of potential shoppers use Google to do their research

• 84.3% of people will check out a business’ website before

making a purchase

Build brand recognition and trust

Your free content will help you

1. Establish your brand as an expert

2. Generate “soft” interest in your brand

3. Communicate your value

4. Boost your social presence

5. Boost brand loyalty through interactivity


What’s your free content sale strategy?

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Don’t put yourself in a sticky situation that creates more headaches for your staff. Put a plan in place

on how you want to proceed after someone has requested/downloaded your content.

Ask yourself these three questions:

1. What is your objective?

2. How valuable is the content to your competitors?

3. Who’s responsible for maintaining the content?


Poll Question

18

Do you have a strategy to engage with guests after they leave your website?


Using Exit Intent Technology

Automated efforts to “save” a customer on their way to your competition.


What is OptinMonster?

20

OptinMonster converts website visitors into subscribers and

soon-to-be paying customers using pop-up technology.

“Our technology detects user behavior and prompts them with

a targeted campaign at a precise moment they’re about to

leave your website.”

How does it work:

• Create a custom form and message

• Identify the pages and actions you want to target

• Add the code to your website

• Measure your results


Examples of OptinMonster Display Ads

3 ways to engage with guests before they leave your

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Examples of OptinMonster Display Ads


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Examples of OptinMonster Display Ad

What are the results?

• 3,216 visitors

• 638 clicks to landing page

• 19.84% conversion rate


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What are the results?

• 1,745 visitors

• 318 clicks into the booking engine

• 18.22% conversion rate


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What is CartStack?

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CartStack brings customers back to your site by monitoring when they abandon their shopping carts, and sending them real-

time, conversion-focused emails to persuade them to finalize their purchase.


Ask your provider if

they support

custom tracking

scripts in your

booking engine.

Understanding the value of CartStack

• CartStack monitors and captures email addresses

in real-time even if the visitor didn’t hit “submit”

• Use a “support” tone in your automated emails

rather than a sales tone.

• 26% of abandoners mention “not ready to buy” as

their reason for leaving

• CartStack’s emails fall under a category that is not

controlled by the CAN-SPAM Act of 2003.


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Why is CartStack good for your property?

To effectively use this tool you need to understand your

cart abandonment rate.

1. A custom Google Analytics report (see here)

2. Quick and dirty math

The basic formula is Cart Abandonment Rate =

1- (Purchases Completed / Purchases Initiated)

• For example, if 10,000 customers added something

to their carts, but only 3,000 sales came through…

1 – (3,000 / 10,000) = 0.7 or 70% Abandonment

Rate.


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So, why do people really

abandon their online carts?

http://www.optimonk.com/blog/cart-abandonment-the-definitive-guide/

Live Demo

Let’s take a look at how it all works.



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https://guest.rezstream.com/Search/the-wise-bed-breakfast




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Thank you for Attending.

See you again

next time!


Benefits of Revenue

Management

Catch our next webinar Thursday, July 20

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Sign up for future webinars at

www.rezstream.com/webinars


Presented by Josh Wise

rezstream webinar: 3 ways to engage with guests before they leave your website

Marketing