More Online Bookings – Easy as Algebra?

The folks at Marketing Experiments are focused on eCommerce - which also includes online vacation rental vacation bookings in my definition of getting online bookings. 

I have always liked their 'Conversion Index':  Conversion = 4m + 3v + 2(i-f) - 2a is a great way of looking at how to dissect the various aspects of what gets prospects to book a vacation on your site. 

Here are the definitions for the Conversion Index (above) there are four elements that are critical to increasing conversion:

•  Motivation (m) of the prospect visiting your website to make a purchase.
• The clarity with which Value Proposition (v) is expressed. After motivation, it’s the most important factor in determining whether a customer buys from a site or not.
• Incentives (i) such as specials, rewards, etc. are used to mitigate Friction–producing (f) elements such as finding information, clicking many buttons, etc. in the conversion process.
• Anxiety–causing (a) elements, such as asking for personal and credit card information.

Evaluate your vacation property rental website with these principles in mind. 

Thanks.

Ralf
www.liverez.com