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Peter O'Connor 2 - HSMAI Europe
- 1. 26/02/15
©
Peter
O’Connor,
Essec,
2015
1
The Challenge of Conversion
Dr.
Peter
O’Connor
Essec
Business
School
Ques?on
1
How
will
people
find
your
site(s)?
- 2. 26/02/15
©
Peter
O’Connor,
Essec,
2015
2
Ques?on
2
Why should customers book
on your site
(rather than elsewhere)?
Conversion
No
point
in
geLng
them
to
your
site
unless
you
can
sell
to
them
- 3. 26/02/15
©
Peter
O’Connor,
Essec,
2015
3
The
Customer
Acquisi?on
Equa?on
Cost
Per
Click
Luxury
Hotel
Paris
€
0.50
- 5. 26/02/15
©
Peter
O’Connor,
Essec,
2015
5
European
Average
Conversion
Rate
From
Paid
Search
3%
So….
CPC
=
€
0.50
Conversion
rate
=
3%
0.50
*
100
/
3
Customer
Acquisi?on
Cost
=
€16.78
- 6. 26/02/15
©
Peter
O’Connor,
Essec,
2015
6
So….
CPC
=
€
0.50
Conversion
rate
=
3%
0.50
*
100
/
3
Customer
Acquisi?on
Cost
=
€
16.78
Shopping
cart
value?
€100
Distribu?on
cost
=
17%
- 7. 26/02/15
©
Peter
O’Connor,
Essec,
2015
7
Cost
Per
Click
Luxury
Roman?c
Weekend
Break
Paris
€
27.50
So….
CPC
=
€
27.50
Conversion
rate
=
9%
27.50
*
100
/
9
Customer
Acquisi?on
Cost
=
€
300.00
Shopping
cart
value?
€3000
Distribu?on
cost
=
10%
- 8. 26/02/15
©
Peter
O’Connor,
Essec,
2015
8
What
can
you
play
with?
CPC
=
€
27.50
Conversion
rate
=
9%
27.50
*
100
/
9
Customer
Acquisi?on
Cost
=
€
300.00
Shopping
cart
value?
€3000
Distribu?on
cost
=
10%
- 13. 26/02/15
©
Peter
O’Connor,
Essec,
2015
13
Video
can
be
very
powerful
Reassurance!
- 15. 26/02/15
©
Peter
O’Connor,
Essec,
2015
15
Get
them
to
pay!
Create
a
sense
of
urgency
- 19. 26/02/15
©
Peter
O’Connor,
Essec,
2015
19
Get
them
to
pay
MORE!
Cross-‐Selling
/
Up-‐Selling