WIHP: 2015 the year of mobile and videos
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Transcript of WIHP: 2015 the year of mobile and videos
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Why should you
sign with WIHP?
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Case Histories
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Case Histories
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Case Histories
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Case HistoriesGreece post-referendum
situation: decrease of revenue between 7 and 15% for hotels
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Case HistoriesGreece post-referendum
situation: decrease of revenue between 7 and 15% for hotels
Divani Caravel: +313% direct revenue vs +27% Booking.com
Divani Apollon: +36% direct revenue vs -34% Booking.com
Divani Acropolis: +35% direct revenue vs -20% Booking.com
Divani Larissa: +77% direct revenue vs -62% Booking.com
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2015: The Year of Mobile & Videos
simone puortodirector of global accounts & quality manager
Aug the 24th, 2015
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4 Reasons to have RWD
MORE TRAFFIC
BETTER SEO
LOWER BOUNCE RATE
HIGHER CONVERSION
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60%
of internet access
worldwide is mobile
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Marketing Land, Pew Research Center, visual.ly, Expos Your Business
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34%
of smartphone users go online mainly using
their smartphones
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Marketing Land, Pew Research Center, visual.ly, Expos Your Business
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Series1
#wihpacademy
People using a
desktop computer to search online will
increase from 1.4 billion to
1.6 billion users within the end of 2015
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Marketing Land, Pew Research Center, visual.ly, Expos Your Business
1.6 B
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Series1
1.9 B
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People searching
online using a smartphone will
increase from 800 million to 1.9 billion
users within the end of 2015.
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Marketing Land, Pew Research Center, visual.ly, Expos Your Business
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mobile
For the first time in history of internet
more search requests are being made on
mobile devices than on personal computers
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Google 2015 San Francisco Conference desktop
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25%
of internet users only access the internet via
a mobile device
The Rise of Mobile#1 More Traffic
1# More Traffi
c
Source: Huffington Post
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The Rise of Mobile#1 More Traffic
1# More Traffi
c2013 2014 2015
MobileNot Mobile
Source: Google
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Google prefers responsive web design
over mobile templates.
Having a single URL makes it easier for its bot to crawl websites.
Fully Responsive#2 Better SEO
2# Better SEO
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By switching to fully-responsive version, website becomes instantly available in all
languages without need of extra translations
Any update made on desktop version will appear on mobile and tablet versions
automatically
2# Better SEOFully Responsive#2 Better SEO
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Google’s “mobile-friendly” ranking
algorithm was released in April 2015
In May 2015, Bing joined by announcing its decision to tag and rank mobile-
friendly sites
2# Better SEOFully Responsive#2 Better SEO
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Websites not meeting Google and Bing’s
mobile-friendliness criterias will be penalized in the SERP
2# Better SEOFully Responsive#2 Better SEO
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Is a website mobile friendly? Check it out,
for free:google.com/webmasters/tools/mobile-
friendly/
2# Better SEOFully Responsive#2 Better SEO
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2# Better SEOFully Responsive#2 Better SEO
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Fully Responsive#2 Better SEO
2# Better SEO
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3# Lower Bounce RateUser Experience#3 Lower Bounce Rate
fully responsive
Source: WIHP
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3# Lower Bounce Rate
fully responsive + timelapse
User Experience#3 Lower Bounce Rate
Source: WIHP
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3# Lower Bounce Rate
fully responsive + video
User Experience#3 Lower Bounce Rate
Source: WIHP
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4# Higher Conversion
Transactions with iPhone up 67% YoY
Money in your Pocket#4 Higher Conversion
Series1
6,4%
10,7
%
June 2014 June 2015 Source: Nucleus
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4# Higher Conversion
According to Criterio there is a 110% increase in
conversion rate when travel sites are optimised for mobile
Money in your Pocket#4 Higher Conversion
+110%conversion!
Source: Criterio
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It’s Showtime!Video is here to stay
YouTube is second largest search engineafter Google
Source: Mushroom Networks
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It’s Showtime!Video is here to stay
It processes more than 3 billions searches a month
Source: Mushroom Networks
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It’s Showtime!Video is here to stay
It’s bigger than Bing, Yahoo, Ask and AOL combined
Source: Mushroom Networks
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It’s Showtime!Video is here to stay
it reaches more US adults than any cable network
Source: Mushroom Networks
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It’s Showtime!232% YoY growth for Hotels videos
Series1
+232
%
Source: Think with Google
Hotels, Resorts and Accomodations
videos
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It’s Showtime!Video brandjacking
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It’s Showtime!Video brandjacking
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It’s Showtime!Video brandjacking
Brands
Destination Names
Travel Products
Location Attractions/POI
General Travel Queries
0% 10% 20% 30% 40% 50% 60% 70%
58%
Source: Think with Google
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It’s Showtime!Protect your Brand on YouTube
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It’s Showtime!Google Universal Search
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It’s Showtime!Indexing, backlinks and tags
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Q&A