17. Our role in the holiday value chain.
Parking Insurance Books
the most efficient
way of Hotels FX Car Hire
Customer monetising trips on
the internet.
Lounges Ski Hire Essentials
56. 0 USER JOURNEY!
Only 6.3% of customers who enter the funnel from
airport hotel pages end up converting!
Holiday Extras domain! Commentary! Performance!
Availability page! 1 in 7 visitors proceed to the upgrades page!
! lack of information?!
15%! ! lack of urgency?!
Upgrades!
Almost all proceed to the payment page!
98%! ! Performing well !
! Can additional upgrades be presented to increase order
value which may offset the impact of conversion rates?!
Payment!
43%! Just under 1 in 2 then proceed to make a payment!
! Suggests the payment form is performing very well!
Confirmation!
Summary!
At present only 6.3% of users who enter the funnel make a purchase. The
Total funnel efficiency!
largest hurdle is on the availability page where only 15% make it through to the
6.3%! next phase.!
We therefore focus our recommendations on the availability page in order to prevent customers falling out of
the funnel at the availability page, there are a number of solutions:!
a) Provide user with sufficient information to assist in the decision process !
b) Provide user with clear steps to purchase so that they are able to clearly understand where they are in
the funnel!
61. nformation!
e more Sample feedback!
rmation.! Images! 13%!
“Cant see a picture of the hotel. I like to
see what I am getting not just have the
was more symbols for the ameneties”!
Descriptions and Info! 65%!
roduct “cant find enough info about the
undercover hotel”!
Extras! 21%!
down by “for early flights, would be useful to see
times of transfers. also info as to how to
get to hotel if travelling by train.”!