Website Usability in a Short Attention Span World

Transcription

1 Website Usability in a Short Attention Span World Online Business Lodging Fundamentals Presented by: Lyles Armour

2 Who We Are About Me University of Northern Colorado Graduate (Marketing / CIS) Sports enthusiast Proud father of a 5 year old dog Enjoy working with people 4 years with RezStream Design /Development Manager Marketing Coordinator About RezStream Established in 2005 Located in Denver, CO 21 employees What We Do Software and Internet services Why Do We Do It Because your success is our success! Education is key

3 TABLE OF CONTENTS 01 Improving Your Search Results with Schema 02 Responsive Design For Mobile-Friendly Websites 03 User Experience & Dynamic Content 04 Benefits of an Online Booking Engine 05 Remarketing to Lost Guests 06 Q & A

4 01 Improving Your Search Results with Schema

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7 01 Improving Your Search Results with Schema Internet Marketing Tactics Search engine optimization Pay per click marketing Social media Content creation Remarketing Schema HTML markup Richer search results So what s the big deal?

8 01 Improving Your Search Results with Schema : What is it? Schema is an HTML markup that improves the display of your online search results. This creates a much richer experience and provides more relevant information for the searcher. Direction Signs General Service Signs

9 01 Improving Your Search Results with Schema : What does it look like?

10 01 Improving Your Search Results with Schema : What can it be used for? Business type Company Details Offers Rooms Specials & Packages Ratings & Reviews Photo Galleries Blog Articles

11 01 Improving Your Search Results with Schema : Google s Testing Tool Structured Data Markup Helper Structured Data Testing Tool

12 02 Responsive Website Design for Mobile-friendly Websites

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14 02 Mobile-Friendly Websites According to Google November 13, 2009 World is going mobile Mobile vs. desktop websites February 22, 2011 Mobile websites 101 December 15, 2011 Googlebot-Mobile increases coverage of mobile phone content June 6, 2012 (1) Responsive website design (2) Dynamic website (3) separate desktop & mobile website June, Bad redirects & mobile phone errors May 19, 2014 PageSpeed Insights testing tool November 18, 2014 Mobile search indicators Testing tool & GWT Usability report February 26, 2015 Expanding mobile-friendliness as a ranking signal starting April 21, April 21, 2015 Rollout of the mobile-friendly update May 5, 2015 More searches take place on mobile phones than on desktops Tablets are counted with desktops

15 02 Mobile-Friendly Websites Why should you care? Search engines like Google and Bing are now indicating which websites are mobile-friendly in the list of search results. So before they even make it to your website, they have a perception of what the experience will be like visiting your website. It s a learned behavior!

16 02 Mobile-Friendly Websites What does being mobile-friendly mean? Mobile-friendly means one or more of your web pages are user-friendly on mobile devices. Having a mobile-website means every web page on your website is user-friendly on mobile devices. The Mobile Takeover May 5, More Google searches take place on mobile devices than on desktops Travel Weekly 2014 Consumer Report Percentage of people who use a mobile to purchase travel (25%) 2013 (30%) 2014 (38%)

17 02 Mobile-Friendly Websites Why you need a Responsive Website Design (RWD) RWD is a design approach that allows your website to respond itself by adjusting the layout so that it can be easily accessible on desktop, laptop, tablet and mobile devices. Why you need a responsive website design Recommended by Google One website, one URL Access to all pages Access on all devices Better user experience Cost effective Easy to manage Help combat high bounce rates Increase conversion rates (bookings) Your competition is already doing it Desktop Laptop Tablet Mobile

18 01 Is My Website Mobile-friendly? Google s mobile-friendly testing tool Browser Test Mobile-Friendly Test User Experience

19 03 User Experience Turning Lookers into Bookers

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21 03 The User Experience Why the user experience is so important. The User Experience determines the level of satisfaction your online visitor has. Factors that influence the user experience 1) Simple Things: Finding your phone number, address or availability? 2) Navigation: How easy is it for them to get to different pages of your website? 3) Page Layout: How do you keep things simple and easy to find? 4) Booking Engine: How many ways can they get to your booking engine? 5) Content: How are you using content to interact with your guest? 6) Engagement: What do you do to keep them on your website longer? 7) Speed: How long does it take to load your website? The GOAL is to get them to give you their money.

22 03 The Simple Things How easy is it for them to find what they are looking for? A clean header and navigation helps guide your guest to the most important pages on your website. Do s and Don ts Do s Lead with your money pages Top link should be clickable Your logo is your home link Include contact options Use subnav for interior pages Don ts Start with a home link Clutter your navigation Have too many dropdowns Have too many links Link to mobile website

23 03 Page Layout How do you keep things simple and easy to find?

24 03 Booking Engine How many ways can they get to your booking engine?

25 03 Content is King Create compelling content to help you sell your business The phrase Content is King means that - without original and desirable content any media venture is likely to fail through lack of appealing content, regardless of other design factors. What is considered content? Text Graphics Images Video Having a Content Management System (CMS) will make your life easier as you ll have direct access to keep your content up to date and engaging.

26 03 Dynamic Content How are you using content to interact with your guest? The more relevant content you deliver to the website visitor, the better the engagement and the higher the conversions. Dynamic Content is HTML content on your website, forms, landing pages, or s that changes based on the viewer. How can it be used? Personalize your s Tailor your web experience Enhance your landing pages Increase form effectiveness

27 03 Website Speed How long does it take to load your website? Google s Page Speed Insights measures the performance of the web pages on your mobile and desktop website. PageSpeed Insights measures how the page can improve its performance on: Time to above-the-fold load Time to full page load Scores range from 0 to 100 and a score of 85 or above indicates that the page is performing well.

28 03 What s My Speed Test Score Google s PageSpeed Insight Testing Tool At Home Test PageSpeed Insight Test User Experience

29 04 Online Booking Engine What are the benefits?

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31 04 Online Booking Engine Why do you need one? million travel bookings are made on the Internet each year 57% of all travel reservations are made on the Internet More than 30% of online traffic related to travel, now comes from mobile devices 65% of same day hotel reservations are made from a mobile device How does a Booking Engine Help your business? 1. 24/7/365 money making machine 2. Provides convenience for your guest 3. Increases revenue (57% bookings made online) 4. Improves customers services

32 04 Online Booking Engine What s included in a good booking Engine

33 04 Online Booking Engine What s included in a good booking Engine

34 04 Online Booking Engine What s included in a good booking Engine

35 04 Online Booking Engine What s included in a good booking Engine

36 04 Online Booking Engine What s included in a good booking Engine

37 05 Remarketing Market to guests who have left your website

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39 05 Remarketing What is it? Remarketing enables you to re-engage with your audience and display ads on other websites in an effort to get them to return to your website.

40 05 Remarketing Why should you use it? Turn abandoners and bouncers into leads Stay engaged with your target audience Appear in front of people who have already expressed an interest in your website

41 05 Remarketing How do I get going? 1. Enable advertiser features in Google Analytics and add remarketing code to every page, if applicable. 2. Update your website s privacy policy The Google Analytics Advertising features you've implemented How you ll be using their cookie information How visitors can opt-out 3. Create audiences that you want to remarket to New visitors Visitors who did not make an online reservation Visitors who left the booking engine process Upsell to existing customers 4. Develop remarketing campaigns in AdWords 5. Monitor campaign results and optimize accordingly Learn More about Remarketing

42 05 Remarketing Examples of Remarketing banners?

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44 Thank you for attending! Special Offer Come visit us at Booth #40 Josh Wise VP Business Development Lyles Armour Design Manager/Marketing Coordinator 3 months off the TCMS Website at $197 month For questions about this presentation please me at Lyles.Armour@RezStream.com RezStream.com Free Webinars Blogs