marketing visitors who don’t book on the first looka couple of years ago, the team at google...

Marketing Visitorswho don’t

Book on the First Look2016 Inntopia User Group | Stowe, VT

Name’s Steve ButcherCompany’s VickeryHill9th 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.

2016 Inntopia User Group | Stowe, VT #Inntopia#BeLikeBernie

Agenda

Assumptions

Booking Paths

1. Enhanced eCommerce

2. Abandoned Carts

3. Remarketing

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.


Assumptions about You

• Inntopia or other 3rd party booking(RTP, SiriusWare, Shopify, etc.)

• Tag Management

• clean Analytics clean integration

• Spend Resources driving traffic

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?


A walk down a Booking Path

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.

!interwebs(not to scale)

First, the interwebs


"Visitor

Of Course the visitor


"Visitor

##Your Site

And your website(s)


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt

Inntopia booking path

##Your Site

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.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

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).


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

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.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM

Back to my assumptions: im presuming that you have Tag Management implemented on every page of your site(s) including 3rd parties.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM

ANALYTICSPageview Tracking

ANALYTICSEcommerce Transaction

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.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM



DATA prodImpressions prodDetails cartDetails + customerInfo orderDetails

nameemailsessionIDtransactionID

supply1supply2+ positions

s1Prod1s1Prod2s1Prod3

cartProd1cartProd2

tranactionIdcartProd1revenueemail

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 & Email! Today we’re going to talk about what more can be done currently —and in the near future.


1. Enhanced EcommerceMeasuring more detail during the shopping experience

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


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

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


New way• GA Enhanced Ecommerce Reporting

• Supply/Product Impressions

• Product Detail Views

• Product Add/Remove Cart

• Promotions

• Checkout / Transaction

• Alongside existing GA Dimensions & Metrics

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


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2


ENHANCEDECOMMERCE Advanced Reporting


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

• LaunchDATA prodImpressions prodDetails cartDetails + customerInfo orderDetails




cartProd1cartProd2



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?

Enhanced Ecommerce basically gives you better answers to more specific questions. It will let you test theories and get more out of your efforts.


Enhanced Reporting

So, i’d like to run through some starting examples from actual reporting (again, from whistler.com - thanks Tim).

StepTransition %

AbandonedStep

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.

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.

60000 6000 600 6 6

60000 6000

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.


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


Checkout BehaviorValuable Dimensions

60000 6000 600 6

60000 6000 600 6

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.


Product PerformanceProducts, Categories and even Display Position

Product A

Product B

Product C

Product D

Product E

Product F

Product G

Product I

Product K

Product L

Product M

Product H

Product J

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…


Product A

Product B

Product C

Product D

Product E

Product F

Product G

Product I

Product K

Product L

Product M

Product H

Product J

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

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…


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?

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.


2. Cart AbandonmentCapturing more detail during the shopping experience

(and doing something with it!)

So, let’s to the instant gratification portion of my examples: Cart abandonment.

whistler.com as the example. I “Check Availability” for my May 13 - 16 vacation

Im shown results of some lodging and packages.

In Enhanced Ecommerce - these are product (supplier in inntopia) impressions!

I select to see the pricing options for various rooms and packages.

These are Product Detail views in Enhanced Ecommerce

And I add the Prepaid Summer Early Booking package to the cart

Again, Enhanced Ecomm - a product just got added to the cart

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

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.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM







cartProd1cartProd2


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 & Email!

Today we’re going to talk about what can be done currently and in the near future.

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


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2


Abandoned Cart Email(w/ TransID/Session, Product, Email)

#

Revisit intopre-populated cart

Purchase

2

3

$!

1


“Don’t give up on your dream!”

• Email 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.

here’s what it looks like:61 minutes after NOT BOOKING, I get an email from their broadcast system (exactTarget/SalesForce). In this case, Fresh Relevance scrapes the Inntopia Session ID along with the email.


• Recovered Carts shows 0.5-2+% of direct recovery from abandoned carts

• Uplift in sales of 3-5x recovery on Converted sales NOT associated with last-click from abandoned email.[Assisted Conversion]

Results!Total $ XYZ of Carts left at Step 4/5 0-3+% of $XYZ 1-5+ %

$ XYZ


The Nudge works

• Immediate bookings (last-click) from

abandonment emails

• Indirect bookings via assisted conversions (another pertinent visit in the modern multi-visit-to-purchase visitor)

• Low entry costs (<5 carts recovered/month)

Tourism Whistler

https://www.freshrelevance.com/pricing/feature-comparison


3. RemarketingBrand, Products, etc.

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

https://support.google.com/adwords/answer/2453998?hl=en

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

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.


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM







cartProd1cartProd2


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.

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


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2



$!

AdWords (or other)Remarketing#s1Prod1

%

Other Sites1

2Product/BrandAdvertised

3 Return to Path,Product Detail Pages/other

Purchase3

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


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.)


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


Questions?!interwebs

(not to scale)

"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM







cartProd1cartProd2



#


Purchase

2

3

$!

1



$!


%

Other Sites1



Purchase3


#BeLikeBernieWin a

SONOS PLAY:3!

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


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2



#


Purchase

2

3

$!

1


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2




"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2



$!


%

Other Sites1



Purchase3


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"

GTM







cartProd1cartProd2



#


Purchase

2

3

$!

1



$!


%

Other Sites1



Purchase3


"Visitor

#Search

#Customer

#Detail

#Payment

#Receipt


##Your Site

!"





cartProd1cartProd2



#


Purchase

2

3

$!

1

marketing visitors who don’t book on the first looka couple of years ago, the team at google...

Documents