Online Marketing Strategy and Consumer Behavior - IHG Owners ...
Online Marketing Strategy and Consumer Behavior - IHG Owners ...
Online Marketing Strategy and Consumer Behavior - IHG Owners ...
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<strong>Online</strong> <strong>Marketing</strong> <strong>Strategy</strong> <strong>and</strong> <strong>Consumer</strong> <strong>Behavior</strong><br />
Booking<br />
Finally, the travel shopper becomes<br />
a booker. It would seem<br />
that this step should be the most<br />
straightforward. How can you improve<br />
on this part of the process?<br />
Management gets clickstream analytics<br />
on each step of the website<br />
visit to find out how many drop out<br />
along the way. Testing can improve<br />
common points where the consumers<br />
ab<strong>and</strong>on the process. Learning<br />
which pages are visited most often<br />
by bookers <strong>and</strong> beefing up the<br />
content on these pages can yield<br />
higher conversion rates. Although<br />
this process is rarely linear, the<br />
“funnel” metaphor is often instructive<br />
to illustrate the drop-off in the<br />
number of travelers that proceed<br />
to the ultimate booking.<br />
This sample is a Google Analytics funnel chart<br />
quantifying the online conversion process.<br />
American Casino’s Stratosphere<br />
booking engine provides clear options<br />
for room types <strong>and</strong> rates.<br />
4<br />
Published by the hsMAi FoundAtion 127
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