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
Tags: Online Bookings, property management, travel, vacation home, vacation rental