how to structure your content to win online bookings
TRANSCRIPT
PRESENTER
Miguel MedinaUX/UI Designer
PRESENTER
Federico SoriaSoftware Engineer
HOST
Kim LantisContent Coordinator at Nearsoft
+
February, 2017
How to structure your content to win online bookings
Agenda #NearsoftUXwebinar
1. Challenges in travel industry2. How content and information architecture help to have a
better experience
3. The Content Architecture Funnel (CAF)
4. Next Steps
5. Takeaways
6. Q & A
What kind of challenges does the
travel industry face?
What kind of challenges does the
travel industry face?
Complicated Bookings
Many of the problems that complicate the booking processare related to:
Lack of prioritizationMany of the problems that complicate the booking processare related to:
Lack of prioritization
Layout structure
Many of the problems that complicate the booking processare related to:
Lack of prioritization
Layout structure
Hard to find content
Many of the problems that complicate the booking processare related to:
How can we craft a better Booking Experience?
How can we craft a better Booking Experience?
● Generating a better information architecture and a better content architecture.
What is Information Architecture?
A practice that helps users understand their surroundings and find what they’re looking for – in the real world as well as online.
What is Content Architecture?
A practice used to organize and prioritize elements of the content in a
way that is meaningful, clear, and
intuitive.
So, how can we structure information?
ContentArchitectureFunnel
CAF
Will help you:
CAF
● Understand your site from both a user and business point of view
● Shape the purpose of any page
● Organize information with the right taxonomies
● Prioritize content elements
Content Architecture FunnelSteps
1. Analyze
2. Solve
3. Prioritize
4. Visual Representation
● What reasons motivate your team to take action?
● Is there a problem you want to solve?
Why
● What are you going to do to solve your problem?
What
Analyze
Analyze
● The conversion rate is not the desired one. Visitors/users explore properties but the purchase rate is very low.
Why
● Redesign our property page so that visitors have the right information to make a decision.
What
Analyze
What is the desired outcome once the problem is solved?
Solve
What elements do you need in order to reach your desired outcome ?
What is the desired outcome once the problem is solved?
Solve
● I want my visitors to complete the purchase.
Solve
What elements do you need in order to reach your desired outcome ?
● Dates Summary
● Payment Methods
● Security
● CTA Instant Booking
● Property Specifications
● Related Properties
● Save to my favorites
● Booking Requirement
● Manager Info
● Manager Contact
● Price Specification
● Price Total
● Report this listing
● Pictures of the Place
● Traveler Reviews
● Related Properties
Prioritize
Fundamental Elements
AuxiliaryElements
Bonus Elements
● Color coded categories to prioritize the information
Prioritize
Price SpecificationPrice TotalCTA Instant BookingProperty SpecificationsPictures of the PlaceTraveler Reviews
Dates SummaryPayment MethodsSecurityBooking RequirementManager InfoManager Contact
Related PropertiesSave to my favoritesRepost This listing
● Color coded categories to prioritize the information
Fundamental Elements Auxiliary Elements
Bonus Elements
Overwhelming Property Specifications
Customer Reviews
Price (only by nightly avg.)
Booking CTA
Contact & Manager Information
Payment MethodsSecurity
Location
Contact & Manager Information
Contact Manager Dates Selected
Save to FavoritesReport this Listing
*Related Properties
Visual Solution
Avg Night Price
Reviews
Reviews
Price Total
Contact & Manager information
Property Specification
Next Steps 1. Switch the device approach
2. Apply CAF
3. Validate your results
1. Analyze the problem
2. Define a problem scope
3. Prioritize your content elements
Takeaways
Want to know More?
Contact Sandra at (408) 890-2115
ux.nearsoft.com
Thanks!