Marketing Visitors who don t Book on the First Look

Full text

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Marketing Visitors

who don’t

Book on the First Look

2016 Inntopia User Group | Stowe, VT

Name’s Steve Butcher Company’s VickeryHill

9th Destination Summit / Inntopia UserGroup

I want to talk to you about the booking path. Specifically, some fairly easy to configure mechanisms to recapture some of that ~99% of visitors in your booking paths that don’t book on the 1st look. Rather than just waiting around for them to return on their own.

Welcome to Vermont - if you can’t tell we've hopped on the Bernie bandwagon in both theme and scheme: the 99% segment he talks about is another story, but the theme aligns nicely with the number of visitor sessions that DON’T complete your booking paths.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Agenda

Assumptions

Booking Paths

1. Enhanced eCommerce

2. Abandoned Carts

3. Remarketing

If you don't know me yet, i like to talk about things that we've learned that you can implement and start improving.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Assumptions about You

• Inntopia or other 3rd party booking


(RTP, SiriusWare, Shopify, etc.)

• Tag Management

• clean Analytics clean integration • Spend Resources driving traffic

So you came to Inntopia's usergroup. You're probably technical and involved with marketing, sales or customer service. Some of you may dabble in all 3 and more. You should have tag management implemented on all pages of your site and a 'clean analytics integration.’ And finally I hope you spend your valuable time finding ways to better sell and serve the visitor. Anyone on the wrong plane?

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

A walk down a

Booking Path

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Action: The pajama-clad web visitor clicks and reads all around the web, and some of the time, I visit your site. Once on your site, some of the time I search for a vacation through the booking path, toward your goals displayed here as searching (look) and buying (book).

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But much, much more often than not, the ADD sets in and I leave the booking path, sometimes returning to interact with other portions of your site, most of the time leaving to check on my FanDuel setup, make a move on my Peak Resorts stock or pick up something from Amazon.

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GTM

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Visitor

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Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

A Tag Management container lets you control what tags/snippets fire and where throughout your web properties. Here we can see Google Analytics pageview tracking and the receipt page Ecommerce transaction represented.

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Visitor

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Inntopia booking path

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Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

The OTHER Yuge advantage of using GTM (or similar) is the ability to access page specific data throughout your site via a dataLayer. For example, Inntopia (and smartly a lot of other 3rd parties) present transaction details on the receipt page including the transactionID, products purchased, revenue, etc. BUT, there is data throughout the booking process that could be valuable including Product Impressions, Product details, Cart Adds/Removes, Visitor Name & Email! Today we’re going to talk about what more can be done currently —and in the near future.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

1. Enhanced Ecommerce

Measuring more detail during the shopping experience

A couple of years ago, the team at Google Analytics recognized the limitations of advanced reporting when it comes to ecommerce and actual revenue. They expanded the GA reporting system to include multi-channel funnels, click attributions and something they called Enhanced Ecommerce

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Existing

Inspect goal funnel for booking path

Alternative 3rd-party plugins like heat

maps, object click tracking, etc

Firing GA Events to track object clicks

The ‘old way’ you can setup a specific set of pages as a goal funnel, capture transaction details off the receipt page. Using other applications, you could create heat maps, analyze click tracking etc

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

New way

GA Enhanced Ecommerce Reporting

Supply/Product Impressions

Product Detail Views

Product Add/Remove Cart

Promotions

Checkout / Transaction

Alongside existing GA Dimensions & Metrics

With GA’s Enhanced Ecommerce, you can access multiple dimensions beyond the basic goal funnel and event tracking.

Specifically, they’ve setup a system that lets you see product impressions, product detail views, Adds to and Removes from the cart, Promotions, Checkout and completed Transactions. All of this alongside the existing GA reporting dimensions

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DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

ENHANCED

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

GA EE

Requirements

Presentation of ecommerce step details to

GA (via GTM’s dataLayer)

Setup in GA’s View Level(s)

Optional Checkout labeling

Testing in demo property

Launch

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Questions with

Answers

Which Sources are most/least efficient in the cart?

Which Campaigns?

We’re chatting up (and advertising) the Golf package on social

media. Are we selling from those referrals?

Are they even adding to the cart?

Which products are purchased almost every time someone sees

them?

What about the ones that are never sold?

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Enhanced Reporting

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Step Transition %

Abandoned Step

Shopping Analysis Reports: Find out which stages of your site are causing high drop-offs and leaking revenue. Compare new vs. returning visitors across the booking path. See details of not only transitions between steps, but abandonment detail from each step.

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60000 6000 600 6 6

60000 6000

One last thing I wanted to touch on in Shopping Behavior is the ability to instantly segment various visitor types. Clicking on an object in the report, we can create segments for good and the bad behavior AND use them on your current view or any View in GA. Here i.m creating a segment of the users i like that made it to Checkout. Im going to use this later to analyze what types of users (or devices or times of day or language or you name it) made it at least to the checkout step.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Shopping Behavior Uses

Advanced Funnel views with clickable actions for

Segmentation

Dimension against report metrics

for good/bad segments throughout booking path

By Device, User Type, Mobile,

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Checkout Behavior

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60000 6000 600 6

60000 6000 600 6

Using the Checkout Behavior report from our optional checkout path setup (guest info, payment details, review, buy), I can review checkout behavior against 11 default dimensions and even custom dimensions. Here we’re looking at Device Category. We can see that mobile and tablet users are performing almost on par with desktop users as far as percentage of visitors who made it into the checkout path. Lesson: their investment in responsive development and customization is paying off - the site appears to be working similarly, no matter what device you are on.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Product Performance

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Product A Product B Product C Product D Product E Product F Product G Product I Product K Product L Product M Product H Product J

Here’s a actual report example with secondary dimension of Product List Position - the vertical position the item appeared in the results. Even if you sell multi-component packages, with the datalayer populated correctly, GA will display individual product listings and details. Looks like position 0 and 1’s are most of the revenue…

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia Product A Product B Product C Product D Product E Product F Product G Product I Product K Product L Product M Product H Product J

Ranking

Possibilities

• Use Product List Position

to determine/show value of supply ranking in Inntopia

• Refinement of cart details

AND design elements for

cart efficiency

Taking this further, you could imagine dimensioning Product List Position against cart and sales performance, and then calculating a value of product listing position;

then use Inntopia’s Sort Rank to maybe charge for premium positions? You could also look at the high ranking but low performing products and contemplate why they arent selling like their friends: bad description, price, low demand…

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Why

Enhanced

Ecommerce?

• Enhanced Reporting

• Segmentation of shopping behaviors across

GA reporting

• Improve your product details & cart

functionality/design

• Make more money with less effort/cost • Why not?

I only touched on the possibilities, but i hope you can see how having more detail about the visitor, especially once they enter your booking path, can lead to better analyzation…which could lead you to more bang for your buck.

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

2. Cart Abandonment

Capturing more detail during the shopping experience


(and doing something with it!)

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Im shown results of some lodging and packages.

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I select to see the pricing options for various rooms and packages. These are Product Detail views in Enhanced Ecommerce

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And I add the Prepaid Summer Early Booking package to the cart Again, Enhanced Ecomm - a product just got added to the cart

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Asked for payment information and i remember my wife told me not to book anything until she found out whether the dog kennel has room for Sadie. So, I close my browser and get back to analyzing website data for a client.

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

The OTHER Yuge advantage of using GTM (or similar) is the ability to access page specific data throughout your site via a dataLayer.

Inntopia (and other 3rd parties) present transaction details on the receipt page including the transactionID, products purchased, revenue, etc.

BUT, there is data throughout the booking process that could be valuable including Product Impressions, Product details, Cart Adds/Removes, Visitor Name & Email! Today we’re going to talk about what can be done currently and in the near future.

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

“Don’t give up on

your dream!”

Email from abandoned cart

Product Details scraped

SessionID captured

“Continue Shopping” button sends to

custom cart recovery URL

Step 4/5 pre-populated with products,

name, etc.

here’s what it looks like:

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia • Recovered Carts shows 0.5-2+% of

direct recovery from abandoned carts

• Uplift in sales of 3-5x recovery on

Converted sales NOT associated with last-click from abandoned email.


[Assisted Conversion]

Results!

Total $ XYZ of Carts left at Step 4/5 0-3+% of $XYZ 1-5+ %

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

The Nudge

works

Immediate bookings (last-click) from

abandonment emails

Indirect bookings via assisted conversions

(another pertinent visit in the modern multi-visit-to-purchase visitor)

Low entry

costs (<5 carts recovered/month)

Tourism Whistler

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

3. Remarketing

Brand, Products, etc.

Just briefly touch on Remarketing using a specific example that could be utilized to remarket products and your brand. Currently many remarketing tags can use alternative methods to extract data (scraping), but datalayer access

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Here we see whistler.com’s summer package page.

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!

interwebs (not to scale)

"

Visitor

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Search

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Customer

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Detail

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Payment

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Receipt

Inntopia booking path

#

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Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email s1Prod1 s1Prod2 s1Prod3 $

!

AdWords (or other) Remarketing

#

s1Prod1% Other Sites 1 2 Product/Brand Advertised 3 Return to Path, Product Detail Pages/other

Purchase

3

The visitor clicks on that remarketing Ad, returns to the package detail page or a search result with the product. Again, they click, view, see the deadline and amazing price…and some book. You could even remarket views of the starting package page (outside the booking path), sending the repeat visitor back to the content. While you can d

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

The Future

Inntopia has scheduled features that give you more access to data:

dataLayer presentation of pertinent

booking step data elements

dataLayer injection of Google Analytics

Enhanced ECommerce elements


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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Your Future

GTM? Just do it.

Prep for

GA Enhanced ECommerce implementation


(few hours to few days)

Seriously consider Cart Abandonment

Check out Marcy Albert’s VE Interactive session - 


“Cart Abandonment Solutions” - this afternoon (3:45p)

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2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

Questions?

!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

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Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1 ENHANCED

ECOMMERCE Advanced Reporting

s1Prod1 s1Prod2 s1Prod3

$

!

AdWords (or other) Remarketing

#

s1Prod1% Other Sites 1 2 Product/Brand Advertised 3 Return to Path, Product Detail Pages/other

Purchase

(54)

2016 Inntopia User Group | Stowe, VT #BeLikeBernie #Inntopia

#BeLikeBernie

Win a

SONOS PLAY:3!

In the spirit of all things creative (and multi-purpose friendly), we picked up a SONOS PLAY:3 and slipped an interesting Schwag ‘contest’ into your UserGroup gift bag. Go Forth and #BeLikeBernie - the best Tweet or Instagram post with #BeLikeBernie before 10:00a tomorrow morning will take home the PLAY:3

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!

interwebs (not to scale)

"

Visitor

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Search

#

Customer

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Detail

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Payment

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Receipt

Inntopia booking path

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Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

ENHANCED

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

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Detail

#

Payment

#

Receipt

Inntopia booking path

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Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email s1Prod1 s1Prod2 s1Prod3 $

!

AdWords (or other) Remarketing

#

s1Prod1% Other Sites 1 2 Product/Brand Advertised 3 Return to Path, Product Detail Pages/other

Purchase

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site ! " GTM ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1 ENHANCED

ECOMMERCE Advanced Reporting

s1Prod1 s1Prod2 s1Prod3

$

!

AdWords (or other) Remarketing

#

s1Prod1% Other Sites 1 2 Product/Brand Advertised 3 Return to Path, Product Detail Pages/other

Purchase

(59)

!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1

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!

interwebs (not to scale)

"

Visitor

#

Search

#

Customer

#

Detail

#

Payment

#

Receipt

Inntopia booking path

#

#

Your Site

!

"

DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

name email sessionID transactionID supply1 supply2 + positions s1Prod1 s1Prod2 s1Prod3 cartProd1

cartProd2 tranactionIdcartProd1 revenue email

Abandoned Cart Email (w/ TransID/Session, Product, Email)

# Revisit into pre-populated cart Purchase 2 3 $

!

1

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