The Conversion Experience: Deep Thoughts and Some Ideas€¦ · Your Website Your Distribution...
Transcript of The Conversion Experience: Deep Thoughts and Some Ideas€¦ · Your Website Your Distribution...
Presented by: TJ Mahony, Co-Founder and CEO of FlipKey.com [email protected] | +1.617.849.7010
The Conversion Experience: Deep Thoughts and Some Ideas
Consider the source of your business
New Repeat
…new customers are 5X more expensive vs. repeat customers
New Repeat
Source: White House Office of Consumer Affairs
Your Average Marketing Profile:
Bounces (30%)
Opportunity (60%)
Conversions (10%)
Source: kaushik.net
Opportunity (80%)
Great Opportunity (17%)
Conversions (3%)
Your Website Your Distribution Channels
The Researchers
It takes only 2.5 seconds for a user’s eye to land on the area of a website that will inform their lasting impression of it.
Source: sciencedaily.com
First Impressions Count…
On average, if a user can’t find what she’s looking for on your site in 8 seconds, she’ll look elsewhere.
Source: sciencedaily.com
TJ (me) estimates 98% of websites waste too much time over thinking their homepage
Source: FlipKey.com
Homepage, 15%
Sideways Traffic, 85%
Internal tests indicate >50% lift in high res professional photos
Source: National Federation of Retailers
Showcase your Product
20+ photos per listing
Detailed titles (i.e. “2BD, 1BA Beachfront condo in central Miami”)
2,000+ character descriptions
20+ Amenities
6+ reviews per listing
Harvest content from your travelers – their photos offer a non-generic look at your properties
i.e. Online retailer Threadless uses original photos of their staff wearing their product, in place of standard photos provided by their vendors
Source: searchenginewatch.com
All Top-Selling Cameras on Amazon.com: >12 megapixels
We all take photos on vacation … lots of photos
The Good!
Ever consider publishing profiles of the typical group that stays in each of your homes?
i.e. Altrec.com gives supplemental background about the fit of their product so customers can imagine themselves using it
Source: searchenginewatch.com
They Love the Content… now book em’
Studies indicated crossing out the higher price increase conversion by 15%
Source: searchenginewatch.com
Urgency Messaging: 20% reported lift
Perceived Time Investment
Conversion Rate
Tim
e In
vest
me
nt
Phone vs. Email Conversion
2x x
Outbound Conversions
Unfortunately most prospects email…
x 5x
Inbound Lead Volume
Phone Calls Convert More & Cost Less
Email Phone
Volume Per Prospect 3 2
Average Time Per Contact (Minutes) 2.5 5.0
Total Rep Time (Minutes) 7.5 10
Conversion Rate 10% 20%
Total Time Spent By Rep Per Booking (Hours) 1.25 0.83
Average Hourly Rep Cost $20 $20
Total Rep Cost Per Booking $25 $17
Track Calls to Inform & Motivate
Resources include Navis Narrowcast; Google Analytics; Bookt Lead Management tools
Using FlipKey and Navis Tracking
Tools
Without Tracking
Tools
6:30
5:00 M
inu
tes
Average Call Time
FK clients show a 30% increase in call time when using tracking tools
Tracking Testimonials…
“Until I started tracking my leads, I didn’t know what I didn’t know. Those that don’t produce don’t stay around.” - Tim Cafferty, Outer Banks Blue
“We post a weekly Performance
Board… my people know if they aren’t cutting it.”
– Jason Sprinkle, 360 Blue
Get them to come back
You can’t control the house…
… You can’t control the weather
You can’t control lines at Disney..
… But you can control your service
Best Practices….
Be nice Clean homes Address issues quickly Send holiday cards Newsletters Etc Etc Etc Etc
Good ain’t good.. It’s OK
Only “GREAT” is remembered…
What’s is great?
Happy Surprises
Remove Friction Points
Rifle CRM vs. Shotgun CRM
Example of Rifle CRM….
6-8
4-6
8-10
10+
<4
Party Size
05.23
06.09
10.23
03.09
09.03
Date of Inquiry
Early Summer
Labor Day
Thanksgiving
Spring
Fall
Arrival Season
Fall Deals Large Homes
Call Now for 10% off
Schools Out! 3-4 BRs Still Available Call Now for 10% off
FlipKey Client Services +1 (617) 849-7010 [email protected]
Thank you for attending.