By analyzing thousands of sites (bigger in some small), SaleCycle (an e-commerce Specialties) identified the main causes of abandonment during a booking process a leisure or night … Watch closely in an environment where 81% Internet users leave before purchase …
If you peer in stamping the ratio between the number of people visiting your site and the number of people who end up book with you, then the following data will interest you ! It also means that you have built an important indicator of your digital activity : your conversion rate (or rather, that your site).
What is the conversion rate of the trip Champions ?
The conversion rate, so this is the ratio between the number of people who enter your site during a given period (One day, one week, a month, etc …) and the number of people who end up book.
for example, if on 100 visitors to your site 1 one person ends up book, then your conversion rate is 1% … Not bad !
Yes, It is well written “not bad” car, in the travel and leisure universe, only the great champions such as Booking or Expedia are making astronomical conversion rate … 3,1% ! Yes, you read correctly: 3,1 small percent !
So, if your site is 1%, it's not so bad because, to do 3,1%, Booking and other OTAs have profiled their site such that the conversion is at most (see below).
In the reverse, it also means that to get a reservation a day – with a rate of 1% – you need to attract at least 100 visitors daily to your website …
In other words, for those who would break that 30 visitors a day to their website, it means that they will record new booking only once every three days …
Avoid syncope watching your numbers
To replenish your conversion rate, nothing's easier :
- Take your Google Analytics account and post the number of unique visitors for the period : we are talking of unique visitors and not sessions because what is important is to take into account the number of people who came to your site and not the number of times they have visited over given …
- Then take the statistics of your booking engine: hold the number of reservations recorded in the same period,
- then, divide the number of reservations by the number of unique visitors. And after multiplying the result by 100, you will have your conversion rate !
One detail that could earn you a cold sweat on your conversion rate: it may be that you failed to remove your IP address of your Google Analytics. In that case, as you happen to go monitor your site from time to time, know that you are also counted(e) as a unique visitor; which can degrade your final calculation to your conversion rate (being lower than reality). On this link, see how to fix this on your Google traffic statistics.
More than dropouts to buy a bag or pants
according SaleCycle, So the trip is a very difficult world for conversion. More, also and above all, to abandon.
What is the dropout rate ? This is the reverse of the conversion rate (to pretty much) !
In fact, the dropout rate calculates how many people entered your booking site and abandoned before moving on to the box “Payment”.
In the world of travel, the dropout rate calculated by SaleCycle is 81% ! While it is only 69% in the world of purchases of clothing and shoes online.
According to this specialist, if those reservations had not been abandoned, they would have shown a volume of 3.000 billion $ booking ! Is, 3 Once the capitalization of Apple (in August 2018, I specify, for readers who discover this post in centuries).
Several factors involved
We will not address every scenario to explain such dropout rates but, according SaleCycle, the most aggravating factors are :
- found a booking engine : is to wonder if some owners really want to receive reservations…Car, as is often seen and as emphasized SaleCycle, we can not count the number of travel websites where the booking engine carrémment is absent from the home page … 80% users who do not see at first booking engine leave the site in the first seconds
Whether they are old bills (left) or modern aesthetic bill (right), both sites have no booking engine at first sight: their conversion rate is inevitably affected.
- a non responsive booking engine: we can not count the number of responsive sites equipped with a non-responsive booking engine … As 60% traffic now goes through the mobile Internet, without mobile booking engine, you automatically lose 60% your chances of conversion …
- A very slow booking engine: according SaleCycle and KISSmetrics, a delay 1 second in the display of your results (Rates for) and you lose 7% more conversion. If every second lost, you lose 7% likely to get reservations, it's time to change technology …
Watch every detail
The best way to analyze and correct your conversion rate ? Put yourself in the place of your customers: visit your site, they made the same journey and ask yourself what's wrong … If needed, change website and booking engine as a device that leaks can end up costing you dearly in bookings and revenue …
Thomas D.
Source: https://blog.elloha.com/2018/08/10/81-dabandons-lors-dune-reservation-de-nuitee-ou-de-loisirs
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