Historically, retailers within the online travel industry have concentrated most people in their budgets on customer acquisition with very little spent on basically converting that traffic. But more and more electronic marketers are realizing that it’s not enough to simply get visitors to sites if these guests end up forsaking their efforts and buying on another site. In fact, it’s commonly far cheaper to realize incremental transactions on your site because of optimization efforts then it is via buyer acquisition efforts. As Head of Site Optimization for the Expedia Affiliate Network EAN I am fortunate to be in a position to work with a wide range of travel websites on their conversion optimization efforts.
Below are one of the most commonest best practices for making improvements to conversion that I share with companions.