Marketing Visitors who don t Book on the First Look

Transcription

1 Marketing Visitors who don t Book on the First Look 2016 Inntopia User Group Stowe, VT Name s Steve Butcher Company s VickeryHill 9th Destination Summit / Inntopia UserGroup I want to talk to you about the booking path. Specifically, some fairly easy to configure mechanisms to recapture some of that ~99% of visitors in your booking paths that don t book on the 1st look. Rather than just waiting around for them to return on their own. Welcome to Vermont - if you can t tell we've hopped on the Bernie bandwagon in both theme and scheme: the 99% segment he talks about is another story, but the theme aligns nicely with the number of visitor sessions that DON T complete your booking paths.

2 Agenda Assumptions Booking Paths 1. Enhanced ecommerce 2. Abandoned Carts 3. Remarketing 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia If you don't know me yet, i like to talk about things that we've learned that you can implement and start improving. Today I want to review some assumptions I'm making, go over some booking path specifics, then delve into 3 areas that are accessible now or in the very near future.

3 Assumptions about You Inntopia or other 3rd party booking (RTP, SiriusWare, Shopify, etc.) Tag Management clean Analytics clean integration Spend Resources driving traffic 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia So you came to Inntopia's usergroup. You're probably technical and involved with marketing, sales or customer service. Some of you may dabble in all 3 and more. You should have tag management implemented on all pages of your site and a 'clean analytics integration. And finally I hope you spend your valuable time finding ways to better sell and serve the visitor. Anyone on the wrong plane?

4 A walk down a Booking Path 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia I think in pictures. So I ve created a graphic layout to explain what I want to talk about today: getting more out of your booking path.

5 First, the interwebs interwebs (not to scale)

6 Visitor interwebs (not to scale) Of Course the visitor

7 Visitor interwebs (not to scale) Your Site And your website(s)

8 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt Again, most or all of you are here because you utilize Inntopia s booking path to sell online (and offline). Many of you have other paths as well.

9 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt Action: The pajama-clad web visitor clicks and reads all around the web, and some of the time, I visit your site. Once on your site, some of the time I search for a vacation through the booking path, toward your goals displayed here as searching (look) and buying (book).

10 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt But much, much more often than not, the ADD sets in and I leave the booking path, sometimes returning to interact with other portions of your site, most of the time leaving to check on my FanDuel setup, make a move on my Peak Resorts stock or pick up something from Amazon.

11 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt GTM Back to my assumptions: im presuming that you have Tag Management implemented on every page of your site(s) including 3rd parties.

12 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM A Tag Management container lets you control what tags/snippets fire and where throughout your web properties. Here we can see Google Analytics pageview tracking and the receipt page Ecommerce transaction represented.

13 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue The OTHER Yuge advantage of using GTM (or similar) is the ability to access page specific data throughout your site via a datalayer. For example, Inntopia (and smartly a lot of other 3rd parties) present transaction details on the receipt page including the transactionid, products purchased, revenue, etc. BUT, there is data throughout the booking process that could be valuable including Product Impressions, Product details, Cart Adds/Removes, Visitor Name & ! Today we re going to talk about what more can be done currently and in the near future.

14 1. Enhanced Ecommerce Measuring more detail during the shopping experience 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia A couple of years ago, the team at Google Analytics recognized the limitations of advanced reporting when it comes to ecommerce and actual revenue. They expanded the GA reporting system to include multi-channel funnels, click attributions and something they called Enhanced Ecommerce

15 Existing Inspect goal funnel for booking path Alternative 3rd-party plugins like heat maps, object click tracking, etc Firing GA Events to track object clicks 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia The old way you can setup a specific set of pages as a goal funnel, capture transaction details off the receipt page. Using other applications, you could create heat maps, analyze click tracking etc More recently, daring people setup complex Event Tracking models for various objects all over their site to try and determine what the visitor is doing (or not doing), beyond page views

16 New way GA Enhanced Ecommerce Reporting Supply/Product Impressions Product Detail Views Product Add/Remove Cart Promotions Checkout / Transaction Alongside existing GA Dimensions & Metrics 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia With GA s Enhanced Ecommerce, you can access multiple dimensions beyond the basic goal funnel and event tracking. Specifically, they ve setup a system that lets you see product impressions, product detail views, Adds to and Removes from the cart, Promotions, Checkout and completed Transactions. All of this alongside the existing GA reporting dimensions

17 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue ENHANCED ECOMMERCE Advanced Reporting

18 GA EE Requirements Presentation of ecommerce step details to GA (via GTM s datalayer) Setup in GA s View Level(s) Optional Checkout labeling Testing in demo property Launch DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

19 Questions with Answers Which Sources are most/least efficient in the cart? Which Campaigns? We re chatting up (and advertising) the Golf package on social media. Are we selling from those referrals? Are they even adding to the cart? Which products are purchased almost every time someone sees them? What about the ones that are never sold? 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia Enhanced Ecommerce basically gives you better answers to more specific questions. It will let you test theories and get more out of your efforts.

20 Enhanced Reporting 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia So, i d like to run through some starting examples from actual reporting (again, from whistler.com - thanks Tim).

21 Step Transition % Abandoned Step Shopping Analysis Reports: Find out which stages of your site are causing high drop-offs and leaking revenue. Compare new vs. returning visitors across the booking path. See details of not only transitions between steps, but abandonment detail from each step.

22 You can see the advanced funnel report also shows a top bar graph of visitors that entered at this step. A long way from those useless lists of visitor behavior by page reports.

23 One last thing I wanted to touch on in Shopping Behavior is the ability to instantly segment various visitor types. Clicking on an object in the report, we can create segments for good and the bad behavior AND use them on your current view or any View in GA. Here i.m creating a segment of the users i like that made it to Checkout. Im going to use this later to analyze what types of users (or devices or times of day or language or you name it) made it at least to the checkout step.

24 Shopping Behavior Uses Advanced Funnel views with clickable actions for Segmentation Dimension against report metrics for good/bad segments throughout booking path By Device, User Type, Mobile, New/Returning, Custom 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

25 Checkout Behavior Valuable Dimensions 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

26 Using the Checkout Behavior report from our optional checkout path setup (guest info, payment details, review, buy), I can review checkout behavior against 11 default dimensions and even custom dimensions. Here we re looking at Device Category. We can see that mobile and tablet users are performing almost on par with desktop users as far as percentage of visitors who made it into the checkout path. Lesson: their investment in responsive development and customization is paying off - the site appears to be working similarly, no matter what device you are on.

27 Product Performance Products, Categories and even Display Position 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

28 Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J Product K Product L Product M Here s a actual report example with secondary dimension of Product List Position - the vertical position the item appeared in the results. Even if you sell multi-component packages, with the datalayer populated correctly, GA will display individual product listings and details. Looks like position 0 and 1 s are most of the revenue

29 Ranking Possibilities Use Product List Position to determine/show value of supply ranking in Inntopia Refinement of cart details AND design elements for cart efficiency Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J Product K Product L Product M 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia Taking this further, you could imagine dimensioning Product List Position against cart and sales performance, and then calculating a value of product listing position; then use Inntopia s Sort Rank to maybe charge for premium positions? You could also look at the high ranking but low performing products and contemplate why they arent selling like their friends: bad description, price, low demand

30 Why Enhanced Ecommerce? Enhanced Reporting Segmentation of shopping behaviors across GA reporting Improve your product details & cart functionality/design Make more money with less effort/cost Why not? 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia I only touched on the possibilities, but i hope you can see how having more detail about the visitor, especially once they enter your booking path, can lead to better analyzation which could lead you to more bang for your buck.

31 2. Cart Abandonment Capturing more detail during the shopping experience (and doing something with it!) 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia So, let s to the instant gratification portion of my examples: Cart abandonment.

32 whistler.com as the example. I Check Availability for my May vacation

33 Im shown results of some lodging and packages. In Enhanced Ecommerce - these are product (supplier in inntopia) impressions!

34 I select to see the pricing options for various rooms and packages. These are Product Detail views in Enhanced Ecommerce

35 And I add the Prepaid Summer Early Booking package to the cart Again, Enhanced Ecomm - a product just got added to the cart

36 I proceed to checkout step1 which is Guest Information, and enter name and and continue to the next step

37 Asked for payment information and i remember my wife told me not to book anything until she found out whether the dog kennel has room for Sadie. So, I close my browser and get back to analyzing website data for a client.

38 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue The OTHER Yuge advantage of using GTM (or similar) is the ability to access page specific data throughout your site via a datalayer. Inntopia (and other 3rd parties) present transaction details on the receipt page including the transactionid, products purchased, revenue, etc. BUT, there is data throughout the booking process that could be valuable including Product Impressions, Product details, Cart Adds/Removes, Visitor Name & ! Today we re going to talk about what can be done currently and in the near future.

39 Fresh Relevance settings wait X minutes after the last usage of the cart page(s), then sends a triggered , including waterfall to cart-recovery@

40 Visitor 1 Abandoned Cart (w/ TransID/Session, Product, ) interwebs (not to scale) Inntopia booking path Revisit into pre-populated cart 2 Your Site Search Detail Customer Payment Receipt 3 Purchase DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue

41 Don t give up on your dream! from abandoned cart Product Details scraped SessionID captured Continue Shopping button sends to custom cart recovery URL Step 4/5 pre-populated with products, name, etc Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia here s what it looks like: 61 minutes after NOT BOOKING, I get an from their broadcast system (exacttarget/salesforce). In this case, Fresh Relevance scrapes the Inntopia Session ID along with the .

42 Results! Total $ XYZ of Carts left at Step 4/5 0-3+% of $XYZ 1-5+ % $ XYZ Recovered Carts shows % of direct recovery from abandoned carts Uplift in sales of 3-5x recovery on Converted sales NOT associated with last-click from abandoned . [Assisted Conversion] 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

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44 The Nudge works Immediate bookings (last-click) from abandonment s Indirect bookings via assisted conversions (another pertinent visit in the modern multi-visit-to-purchase visitor) Low entry costs (<5 carts recovered/month) 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia Tourism Whistler

45 3. Remarketing Brand, Products, etc Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia Just briefly touch on Remarketing using a specific example that could be utilized to remarket products and your brand. Currently many remarketing tags can use alternative methods to extract data (scraping), but datalayer access

46 Here we see whistler.com s summer package page. Imagine a visitor chooses to search for the Summer Wedge Rafting package

47 They do a date search and see that the pricing starts at $87 and they need to book by June 30 to get this deal.

48 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt ANALYTICS Pageview Tracking ANALYTICS Ecommerce Transaction GTM DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue With the datalayer populated (beyond 3rd party scraping), remarketing software can capture dynamic data like products viewed or added to cart, and even page detial.

49 And remarket to them later while they whittle away their morning wondering what a Trump presidency could look like

50 Visitor Product/Brand Advertised 2 s1prod1 s1prod2 s1prod3 1 Other Sites AdWords (or other) interwebs Remarketing (not to scale) s1prod1 Inntopia booking path Your Site Search Detail Customer Payment Receipt 3 Purchase 3 Return to Path, Product Detail Pages/other DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue The visitor clicks on that remarketing Ad, returns to the package detail page or a search result with the product. Again, they click, view, see the deadline and amazing price and some book. You could even remarket views of the starting package page (outside the booking path), sending the repeat visitor back to the content. While you can d

51 The Future Inntopia has scheduled features that give you more access to data: datalayer presentation of pertinent booking step data elements datalayer injection of Google Analytics Enhanced ECommerce elements (Product Impressions, Product Detail, Add/Remove Cart, Checkout, etc.) 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

52 Your Future GTM? Just do it. Prep for GA Enhanced ECommerce implementation (few hours to few days) Seriously consider Cart Abandonment Check out Marcy Albert s VE Interactive session - Cart Abandonment Solutions - this afternoon (3:45p) Look into Remarketing with your agency, developer or consultant 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia

53 Visitor Product/Brand Advertised Revisit into pre-populated cart 2 2 Your Site interwebs Questions? (not to scale) Search 1 Abandoned Cart (w/ TransID/Session, Product, ) s1prod1 s1prod2 s1prod3 1 Other Sites s1prod1 3 Return to Path, Product Detail Pages/other Detail ANALYTICS Pageview Tracking Inntopia booking path Customer Payment AdWords (or other) Remarketing Receipt ANALYTICS Ecommerce Transaction 3 3 Purchase Purchase GTM DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue ENHANCED ECOMMERCE 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia Advanced Reporting

54 #BeLikeBernie Win a SONOS PLAY:3! 2016 Inntopia User Group Stowe, VT #BeLikeBernie #Inntopia In the spirit of all things creative (and multi-purpose friendly), we picked up a SONOS PLAY:3 and slipped an interesting Schwag contest into your UserGroup gift bag. Go Forth and #BeLikeBernie - the best Tweet or Instagram post with #BeLikeBernie before 10:00a tomorrow morning will take home the PLAY:3 Wigs are optional

55 Visitor 1 Abandoned Cart (w/ TransID/Session, Product, ) interwebs (not to scale) Inntopia booking path Revisit into pre-populated cart 2 Your Site Search Detail Customer Payment Receipt 3 Purchase DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue

56 Visitor interwebs (not to scale) Inntopia booking path Your Site Search Detail Customer Payment Receipt DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue ENHANCED ECOMMERCE Advanced Reporting

57 Visitor Product/Brand Advertised 2 s1prod1 s1prod2 s1prod3 1 Other Sites AdWords (or other) interwebs Remarketing (not to scale) s1prod1 Inntopia booking path Your Site Search Detail Customer Payment Receipt 3 Purchase 3 Return to Path, Product Detail Pages/other DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue

58 Visitor Product/Brand Advertised 2 1 Abandoned Cart (w/ TransID/Session, Product, ) s1prod1 s1prod2 s1prod3 1 Other Sites AdWords (or other) interwebs Remarketing (not to scale) s1prod1 Inntopia booking path Revisit into pre-populated cart 2 Your Site Search 3 Return to Path, Product Detail Pages/other Detail ANALYTICS Pageview Tracking Customer Payment Receipt 3 3 Purchase Purchase ANALYTICS Ecommerce Transaction GTM DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue ENHANCED ECOMMERCE Advanced Reporting

59 Visitor 1 Abandoned Cart (w/ TransID/Session, Product, ) interwebs (not to scale) Inntopia booking path Revisit into pre-populated cart 2 Your Site Search Detail Customer Payment Receipt 3 Purchase DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue

60 Visitor 1 Abandoned Cart (w/ TransID/Session, Product, ) interwebs (not to scale) Inntopia booking path Revisit into pre-populated cart 2 Your Site Search Detail Customer Payment Receipt 3 Purchase DATA prodimpressions proddetails cartdetails + customerinfo orderdetails supply1 supply2 + positions s1prod1 s1prod2 s1prod3 cartprod1 cartprod2 name sessionid transactionid tranactionid cartprod1 revenue