How to boost your conversion rates
The author discusses how digital marketers can convert web visits into online transactions, including focusing on speed and stability
Jason Dickson, head of partner optimization and analytics at Expedia Affiliate Network, discusses how digital marketers can convert web visits into online transactions.
Historically, marketers within the online travel industry have focused the majority of their budgets on customer acquisition with very little spent on actually converting that traffic. But more and more digital marketers are realizing that it’s not enough to simply get visitors to sites if these visitors end up abandoning their efforts and purchasing on another site. In fact, it’s generally far cheaper to gain incremental transactions on your site as a result of optimization efforts then it is via customer acquisition efforts. As Head of Site Optimization for the Expedia Affiliate Network (EAN) I am fortunate to be able to work with a wide range of travel websites on their conversion optimization efforts. Below are some of the most common best practices for improving conversion that I share with partners.
1. Speed and stability
Read full story at: http://www.thedrum.co.uk/opinion/2012/04/06/how-boost-your-conversion-rates