Enhancing Your Web Site's ROI
By Jerry Tarasofsky CEO, iPerceptions Inc. | January 27, 2012
Increasing your site's "look-to-book" ratio and converting browsers to buyers begins long before your web design team puts their first ideas down on paper. It really begins with the realization that to be successful your site must foster lifetime loyalty and true value with your web users.
In order to do this, you must better understand and accommodate their needs. Increasing your site's conversion ratio begins when you design your site so that it satisfies customer needs and encourages them to make your site their final destination when it comes to making online reservations.
This process of listening to your users to obtain a better understanding of their total web site experience will give you the answers you need to move forward and maximize the channel for your primary and most important users. By listening to these users, you optimize your web site's value and effectiveness. You make sure that the user, your targeted audience, is being satisfied, and you properly focus your advertising efforts to make certain your web initiatives are in line with your organization's overall strategic objectives.
Having said that, I want to share with you a recent example of how listening can help you increase conversion rates and change browsers into buyers.
One of our clients is Six Continents Hotels, who have a corporate e-reservation enabled web site, as well as branded sites for its hotel properties including Holiday Inn, Holiday Inn Express, Crowne Plaza, InterContinental, Staybridge Suites and their Priority Club Rewards loyalty program.
In order to improve, enhance and maximize their site's overall performance, including increasing their conversion ratio, Six Continents asked us to help them listen to, understand and clarify the main issues and concerns of their site users. They wanted to understand why users leave their site(s) before making/completing a reservation or other transaction. They wanted us to help them determine levels of user satisfaction with their sites and finally they wanted us to help identify their site's main strengths and weaknesses from a users perspective.