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How do you run a conversion programme on an international travel site? Does customer behaviour change from country to country? And what should you be measuring anyway? In this session, conversion expert Joe Doveton from Oban Digital examines how your visitors book flights, select hotels and research holiday destinations. Joe shares his top conversion tips and case studies from around the globe. Joe’s expertise ranges from traffic driving disciplines (online advertising sales, ad planning and buying, ad networks, SEO and PPC) to site-side optimisation (web analytics, usability, conversion, AB and multivariate testing). Regularly speaking at conferences world-wide on all facets of multivariate testing and conversion, his ‘know-how’ on how conversion patterns vary across cultures is second to none.
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The Worst Journeys In The WorldHead of ConversionJoe Doveton
@ObanDigital
September 2014
The Worst Journeys In The World
(with apologies to Appsley Cherry-Garrard)
Early PPC ad, 1913
MEN WANTED: FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN
DOUBTFUL. HONOUR AND RECOGNITION IN CASE OF SUCCESS. SIR ERNEST
SHACKLETON
“1. “Users are people. People are dumb”
“1. “Users are people. People are dumb”
“yeah a little alert that asked me 'Do you really want to stay in Ibiza for a whole month' would have saved me a lot of money and ridicule”
“…. we were taking them to the airport… we saw an Iberia plane flying
over and said jokingly there’s your plane …..It was ….the clocks had
changed in Spain and we didn’t know- cost them double to get home”
“I arrived 24 hours early for a EasyJet flight from LGW to Bologna, I was with a friend so would of been embarrassed…I paid to get on the
flight that was going in about 2 hours”
“We booked a flight to Paris for the quarter final during the Rugby World Cup in 2007…went to the wrong airport, turned up at Luton when it should have been Stansted-missed the
flight by 10 minutes”
“1. “Users are people. People are dumb”
“2. Come on get on with it this site is soooooo slow”
Skimming Not Reading
Hilton Skimming
Hilton Skimming
Google Search Results
“3. Web Designers are miserable self absorbed hipster sourpusses”
Regular Calendar
One Authentic Confusing Calendar
“4. You’re selling them a holiday, not hypnotising them”
Crazy Design, Crazy Guys
Modality
The Vanishing Points
Users Follow Lines
Hilton Signposting
People like people
People like people
People like people
XXX Extreme Call To Action-ing
5. “I desire the Poles carnally”- President Jimmy Carter”
Global Templates Don’t Work
Language
Language
Language
Local Factors
“6. Some idiots make changes without testing them”
I like AB testing
I like Multivariate too
Email Enquiry Vs Go
Go!
+223%=
“7. Some travel companies are unscrupulous buggers”
An Airline: Dark Patterns
An Airline: Dark Patterns
Another Airline
“I hate them, I hate them so much. I will pay double the price not to fly
with those bastards”
So remember….
1. Users are dumb….2. ….users are in a hurry. Make it easy for them….3. …if you think your design is clever, it’s probably
confusing…4. …composition is important as text and images…5. ….culture is everywhere and affects everything
your customers do….6. ….test everything…..this will tell you how much
money you are making or losing…..7. …if you’re making dark patterns, you’re
alienating long term customers….
Thank You
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