Presentation Agenda Session One: Best Practices for Maximising your Online Revenue (including Benchmarking Reports) Session Two: What’s New with Avvio Convert 4.0 Session Three: Avvio Connect – Our exciting new affiliate marketing solution Session One
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Session One: Best Practices for Maximising your Online Revenue (including Benchmarking Reports)
Session Two: What’s New with Avvio Convert 4.0
Session Three: Avvio Connect – Our exciting new affiliate marketing solution
Best Practices for Maximising your
(including Benchmarking Reports)
In order to maximise the online revenue coming through your website you need to pay close attention to increasing the volume of traffic coming through your website while simultaneously optimising your websites conversion rate.
The following examples demonstrate the importance of simultaneously looking at these two key areas.
In order to help you evaluate your own performance online we have compiled an industry wide benchmark that looks at average performances for each of the following metrics –
Conversion Rate Optimisation (CRO) is the latest in online marketing – how to maximise the rate at which you convert ‘lookers’ to ‘bookers.’
Maximising your conversion rate is arguably the most important aspect of your online marketing campaign. Improving your sites conversion rate has a positive impact on the volume of reservations coming through your website.
It is equally important to note that the return on investment you receive on all marketing campaigns (PPC, SEO, e-mail marketing and affiliate marketing) is dependant on your site’s conversion rate.
Your Websites conversion rate is dependant on three factors:
1. Does your site persuade your visitors to search for availability?
2. Do you return adequate availability?
3. Does your rate encourage a potential customer to make a purchase?
Your websites effectiveness is a measure of how effectively your site persuades a visitor to search for availability. From the benchmark report we looked at earlier you can see that the industry average for this stat Is 65%
How to Improve?
Website Quality – Does your website do its job – i.e. Make someone want to stay at your property.
Improved Booking Engine Integration – How easy is it for a user to search for availability
The benchmark report shows that on average 77% of availability searches are returning availability.
The daily revenue report from Avvio will help you gauge the demand.
How to Improve?
On average 3.79% of searchers who get returned availability for their desired date proceed to book
Several factors can influence this statistic:
Am I selling at the right rate?
Does the perceived quality of my website match the rate I am selling at?
Am I returning too many rooms – confusing user?
Am I displaying the right special offers?
Am I making it as easy as possible for potential customer to carry out booking.
Traffic – Expanding the Reach of Your Site
There are a number of ways to expand your websites reach thus increasing the volume of traffic coming through your website.These techniques include:
Search Engine Optimisation (SEO)
“The altering of a Web site, Web pages and links to Web sites and Web pages to improve visibility, rank and relevance in the organic, crawler-based listings of search engines.”
Source : www.marketingprofs.com
Choosing the Right Key phrases
Before you start optimising your website it is important to choose the best key phrases. Picking the right words has an impact on both the volume of traffic you can target and your site’s conversion rate.
There are a number of tools available to help you choose the best key phrases
Google Keyword Tool
Title Tag – This tag is shown in the blue bar at the top of each page of your site. It also is the title of your search engine listing. It is a very important SEO tool.
The Meta Keyword tag used to be an important SEO factor. Abuse of this tag has resulted in little or no relevance now been placed on it.
Meta Description Tag – Not a big SEO factor but it is displayed in your search engine listing. Needs to read well and persuade a browser to click on your listing.
Website Content – Your target key phrases should be included in the body of you text. This has a positive impact on your search engine positions
Alt Tags – Alt tags are tags that describe an image. They are a useful SEO tool when your navigation uses images instead of text. Inserting your key phrases here can help your SEO effort.
Age of Domain Name – The older the domain name the better. All new names are subject to Google’s sandbox
In recent years link building has become one of the key factors in determining your search engine rankings.
Important Link Building Factors include:
Directory Submissions and Link Exchanges (aka Reciprocal Links)
Directory Submissions are a useful way to get one way links from good quality sites. Directories can either be free or paid. The Yahoo directory is the most famous directory out there. This has become a paid directory in recent years.
Exchanging links with local or relevant sites is another way to obtain links. This requires you to place a link on your site in exchange for a link on a link partners site.
Pay Per Click is a marketing system on the Web in which the advertiser pays when the user clicks on its advertisement and goes to its site
Note: Google Adwords is the most popular PPC Engine. Others PPC engine include Yahoo Search Marketing and Microsoft AdCentre.
Pay Per Click campaigns can bring immediate traffic in a cost effective manner.
Bookings can be tracked, allowing you to see the ROI
It is also very flexible, you can change the way an advert is displayed or increase your budget instantly.
Campaigns can be targeted to specific geographical areas
Pay Per Click traffic will not be affected by Search Engine updates
Does not require any design or architectural changes on your website
The Cost Per Booking achieved is the key success factor to a PPC campaign. The cost per booking is affected by your average cost per click achieved and your websites conversion rate.
By looking at how much an average booking costs you through a third party channel and your average booking value you can determine how much you can afford to spend per booking.
Cost of Booking through own site - €250 @ 4% = €10
Cost of Booking through third party - €250 @ 12% - €30
Max Cost Per Booking via PPC - €30 - €10 = €20
The practice of sending promotions, sales letters or newsletters by email.
The ability to drive traffic to your website while lowering on-line business delivery costs
Both of these will be discussed in more detail later in the presentation.
Our goal with Avvio Engage is to maximise your traffic and conversion rate. By doing this we make a serious impact on the volume of revenue coming through your hotel website.
For more information on Avvio Engage, see the leaflet included in your handouts or email email@example.com.
What’s New with Avvio Convert 4.0
The Next Generation in Revenue Centered on-line Reservations
Menu still appears on left hand side of screen, and tabs at top of screen.
Centralised login will give you access to all modules including our new Affiliate Marketing Solution, Avvio Connect
In order to ensure that you maximise all online revenue streams it is critical that your voucher functionality is switched on, which we can do directly for you.
It is possible to create as many different voucher types as you would wish to sell:- Dinner, Spa, general etc. It is possible to set them up so that a guest can purchase them in increments of 20, 50 or 100 Euro.
With the ‘Vouchers’ tab, you can see at a glance vouchers sold, pending vouchers, and active vouchers.
To Create a Voucher, go to Voucher setup. The following fields need to be populated:- Title, Dates from which the vouchers can be purchased online, Description, Terms, Limit as to how many you want to sell online, presented to, presented by, dedication text and increments in which the vouchers can be sold.
Example of how this looks on a client’s site:
Customers can also enter flexible voucher amounts and have them emailed to them as a PDF
Another product available in the Avvio suite is Avvio CRM – which allows you to send professionally designed e-campaigns to your guest database.
This is a really effective way of welcoming your guest before they ever appear at your front desk and also ensuring that your property leaves long lasting memories by sending them an email after they depart thanking them for their stay.
You can also choose to use this marketing tool to entice them to book again by including a link to your up and coming special offers in your post-stay email.
Hotel Groups...No Availability....Search our sister property.
This feature allows your website visitors to search your sister property in the event that there is no availability in their initial search.
This enables you to micro manage allocations, rates and availability as frequently as is required.
Password Protecting/ Hiding Offers
You can hide a special offer so that it is only available to a target audience. Do this by password protecting the offer group and also by ticking on the hide box when setting up the offer so that it is not available to the general public.
This is especially useful for weddings for example where there is a pre-agreed room rate for the guests, and ensures that guests go online and reserve their own rooms thus reducing work for your Res staff.
This feature gives you the ability to execute an up-sell at the time of a guest booking. Typical up-sell items include room upgrades/ flowers/chocolates/hotel transfers/champagne. Example:
The example below shows how the ‘Red wine’ option expands out and gives the various different red wines available to your guest to purchase.
Avvio’s Corporate Reservations
Module gives you the ability to
assign a room rate for your
corporate clients, and issue them
with a corporate login so that they
can access this rate online on your site.
What’s coming on stream in the near future...
Our new Affiliate Marketing Solution
Affiliate marketing is a way for you to spend less on advertising, but drastically increase your online presence and online bookings - ensuring the best return on investment by rewarding on the basis of performance.
How it works:
It is a form of online advertising, whereby you, the advertiser publish your adverts (special offers and packages) on third party websites (affiliates) and only pay a fee (decided by you) if a conversion occurs, such as an online booking, completed wedding or conference enquiry form, etc.
You create a special offer through Avvio Convert 4.0 and select if you want it to be created as an advert
Based on the affiliates you select, Avvio Connect allows them to download your advert to their website
Potential customers see your advert on the affiliate’s site, click through to your website and book online
You pay the affiliate a fee (automatically paid through the system) for the booking.
When you create a new offer through Convert 4.0, you’ll see a new tab called Web:Ads which allows you to select whether you want an advert to be created
‘Web Ads’ will appear as a tab once you log in.
You decide the fee you want to pay affiliates for the different conversion ‘events’ that you identify.
Avvio Connect automatically updates your advert on the affiliate’s website if you make a change to it through the admin screens.
Three text adverts for Ashford Castle
Failte Ireland have endorsed Avvio Connect, allowing us to feed availability for your hotels nationwide. As an added benefit, no fee will be paid to Failte Ireland for bookings arising off the discoverireland.ie website
Hotels Ireland is one of Ireland’s leading wholesale agents for Irish hotels. Their portal website, www.hotelsireland.com will utilise late availability for your hotels
Luxury Hotels Ireland, the Irish portal for 4- and 5-star hotels will feature your special offers and packages on its homepage. This portal site is also being extended to approx 100 hotels
Thomas Crosby Holdings media brands include the Irish Examiner, Sunday Business Post,10 regional newspapers and Recruit Ireland, all with a strong online presence.
Xtra-vision.ie – Ireland’s leading DVD & game rental retailer, with 200 stores nationwide – will re-launch in Winter 2007 and will feature streaming late availability powered by Avvio Connect.
No set-up fee – Avvio Connect is available for just €49 per month