A January 2013 study by Adobe looked at how various industries performed across various devices and how these industries’ websites performed in certain specific categories, including site stickiness, smartphone and tablet traffic, among others. In the travel and hospitality industry, we tend to focus and compare ourselves between transportation companies, i.e. airlines, car rentals, trains, etc. hotel chains and perhaps destinations (DMOs). But how do we compare with financial services, retail, high tech or perhaps even media & entertainment? That’s where this study becomes enlightening.
Time-consuming and sticky
A first finding from this report is that consumers spend more than 9 minutes on top-performing travel & hospitality sites, while the industry average sits at 7.7 minutes, making it the second most performing among industry analyzed.
Takeaway: Websites that performed best, most notably media and entertainment sites, tend to offer videos or rich media to boost time spent online. Thus, including presentations or visual displays via slideshare, podcasts or photo galleries are great ways to keep customers on your site longer.
A similar conclusion can be drawn when looking at the “stickiness” factor from various industry websites, where stickiness was calculated as the percentage of visits that result in more than one web page view. In this category, travel & hospitality actually scored highest of all, with a 57% stick rate. This is great news for top-performing sites, as Adobe suggests stick rate is perhaps the most important measure for acquisition and engagement which, if a site is well designed, can lead to increased conversion down the decision-making funnel.
Takeaway: Check-out this measure in your analytic dashboard and see how you compare with top-performing sites in the travel & hospitality industry. How can you ensure consumers visit more than one page on their next visit to your site? Read more
Published in: http://ehotelier.com
By: Frederic Gonzalo