December 2015 | First Digital

According to an article from Contently, when it comes to website visits and the ‘look-to-book’ ratio, the travel industry’s average conversion rate is at about 0.3%. This is compared to an average 3% conversion rate for ecommerce and retail websites reported in 2013.

This means that most people who land on travel websites, searching for flights, airfare, travel deals and possibly accommodation, leave without completing the booking process. Given that, what can travel websites do to increase online bookings?

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In Conversion (CRO), Digital Strategy, Digital Trends, Google Analytics, Search Engine Optimisation (SEO)

The Digital Marketing Training your university doesn’t teach you

Here’s a blog post especially for you graduates who are looking to start a career in Digital Marketing and desire to set yourself apart in a competitive employment market where employers are looking for real skills and some experience.

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In Case Studies, Conversion (CRO)

43.4% Increase In Online Enquiries – House of Travel Reaps Rewards of A/B Testing

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House of Travel has been helping Kiwis see the world for almost 30 years and is one of New Zealand’s most successful providers of travel experiences. House of Travel is also a leader in travel technology, offering an award winning website allowing users to compare and book airline flights and holidays in an instant and now offers the HOT travel app which gives you access to all your travel requirements, wherever and whenever you need.

With the primary objectives of improving user experience, identifying and eliminating friction points and increasing revenue, House of Travel partnered with FIRST to initiate a program of work, looking:

to encourage more site visitors to book with House of Travel over competing brands and;
to minimise any unnecessary drop off points

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In Mobile Marketing, Search Engine Optimisation (SEO)

The Game of Phones – How Mobile Devices Are Changing the Game For Today and Tomorrow’s Businesses

On April 21 2015, Google introduced an update to its web ranking algorithm to place greater emphasis on mobile devices usability. Due to a little misplaced hysteria, this update has been dubbed Mobilegeddon.

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In Case Studies, Conversion (CRO)

House of Travel Increased Interaction on ‘Enquiry’ Triggers 43.3% By Adding This One Thing

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The A/B test implemented by FIRST resulted to:

43% increase in the number of people clicking on one of the ‘Enquire Now’ buttons (primary goal) and moving down the page to the actual enquiry form
7.2% increase in the number of clicks on the enquiry form ‘submit’ button