Learn how to improve your property's website presence and increase conversions with the President of Scott Yankton Consulting, Scott Yankton, and E-Commerce Executive at the Doha Marriott Hotel, Cristobal Galit.

1. Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Clear Path to Conversions
September 17, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Scott Yankton, President, Scott Yankton Consulting
Cristobal Galit, eCommerce Executive, Doha Marriott Hotel
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Scott Yankton
President
Scott Yankton Consulting
@sysurf

5. Cristobal Galit
eCommerce Executive
Doha Marriott Hotel
@DohaMarriott

6.  After 8 seconds, a majority of
visitors have already made a
decision about your property
based on the homepage
 Approximately 96% of 1st time
visitors are not ready to buy
Know this about your conversion opportunity….
#LeoWebinar

7. Scott Yankton
President
Scott Yankton Consulting
@sysurf

8. The 2 Key Website Related Tasks
 Getting potential customers to your site
 SEO/Organic
 Cost Per Click
 Social media
 Advertising
 Etc.
 Once they are on your site, CONVERTING them!
“Per Google - 52% of travelers visit your hotel’s website after seeing your listing on
an OTA?”

9. 3 Keys to Better Conversion!
1. Usability / User Experience – How easy do you make it find
what users want
2. Social proof – What others think about your property
3. Optimize check out – How easy you make it to book

10. Usability - User Experience
1. Answer the most important user questions (so they can convert)
 In logical order
 Images/property stories **the most requested item in my latest usability studies
 http://www.jhousegreenwich.com/
 Videos (short)
 Bullet points (before text)
2. Provide users with an easy, intuitive interface that doesn’t contain
obstacles that discourage conversion
 Quick, efficient, intuitive navigation that inspires confidence = higher conversion
 Confusing navigation results in users leaving your site
 Obvious calls to action that pull users down the desired path

12. Usability - User Experience

13. Social Proof
• Offsite Reviews On Your Site (Trip Advisor, Yelp, etc.)
 77% of customers read reviews before they purchase online!
- Forrester & Juniper Research Study
- http://www.bluebayinn.com/reviews.html
• Customer Testimonials (text, image, video) “Amazing views, great hotel…” - Kim, Ohio
• Awards
• Third party certification icons that create confidence
• Evidence that shows that others are booking

15. Social Proof

16. Optimizing Check Out
1. Only ask for what you need (loss of 10% per unnecessary field)
2. Tell users why you need the information you collect
3. Minimal clicks/pages (to book on Expedia is 4 pages, it can be done in 3)
4. Clear calls to action (don’t make them guess where to click!)
5. Don’t add calls to actions that distract from check out (like registering)
6. Assure customers that check out is safe (confidence icons)
7. Assure customers that they are getting the best deal possible
 Best rate guarantee
8. Add sense of urgency prompts

17. Optimizing Checkout – Only asking for what you need

18. Optimizing Checkout – Sense of Urgency Prompts

19. Key Takeaways
#LeoWebinar
 Make it easy for shoppers
 What others think matters
 Bigger, bolder, better
 Instill confidence
 Get out of the way

20. Cristobal Galit
eCommerce Executive
Doha Marriott Hotel
@DohaMarriott

21. • www.DohaMarriott.com
• www.dohamarriottsales.com
• Mobile | Marriott Mobile App
How does Doha Marriott convert website visitors into
guests?

22. Conversion on 3rd Party Sites and Social Media
• 3rd party sites | Trip Advisor
• Facebook | Book Now Widget

23. Moving Visitors through the Shopping Journey to
Convert into Loyal Guests

24. Working with Marriott.com

25. Trip Advisor Conversions
• Visual impact
• Offers
• Management Responses

26. Best Practices
Smartphone
Tablet
• Use visually appealing
photos
• Create personalized
stories/content
• Update regularly
• Offers, Offers, Offers!
• Share!

27. Success Stories
Guests booked directly on Facebook
Results….
Over $900 in incremental revenue!
Our Sales team uses Vizlly optimized mobile
and tablet websites for client presentations.
Results….
Increased sales success including one large airline!

28. Key Takeaways
#LeoWebinar
Booking widgets everywhere
Blanket the online travel landscape
Make a big visual impact
Mobile & social matters a lot

30.  About Leonardo
 Invitations to
upcoming webinars
 Recording of this
webinar
 Share it with your
colleagues
It’s a Wrap

31. Connect With Us!
leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
www.scottyankton.com
scott@scottyankton.com
@sysurf
www.dohamarriottsales.com
cristobal.galit@marriott.com
@DohaMarriott
Scott Yankton Cristobal Galit