Examples: Top Browsed Properties data analysis
You can use the data in the Top Browsed Properties report to improve your travel product strategy.
The following examples show ways to use Top Browsed Properties data:
- High Product or Room Rate Views and High Abandonment Rate
- For travel products that have both a high number of views and a high abandonment rate there might be a pricing or process problem.
- Pricing
- High abandonment might indicate that there is competitive pricing pressure from a third party. In this case, you could consider reducing the price of the product, offering a promotion, or improving the product differentiation by clearly stating, in an attractive and visual manner, exactly what the traveler gets for the price (room type or flight cabin images and descriptions) and any rate/fare flexibility that is offered.
- Process
- High abandonment might also indicate a process problem on the site. When a visitor has selected a rate to start a reservation, they then typically need to complete a guest/passenger details form. Create a forward-looking Clickstream report for the product's guest/passenger details page to identify where your visitors are abandoning. If you have high site departure from this page, analyze the guest/passenger form in detail using the Forms report to determine if there are any fields that visitors are struggling to complete.
- High Product or Room Rate Views and High Conversion
- Travel products with the highest number of views and a high conversion rate are your most popular items. Be sure to maximize exposure opportunities for upgrades and trip extras on these product pages to increase Average Booking Value and customer lifetime value. Also ensure that the descriptions and images of these products are as optimized as possible to try to improve conversion further.
- High ratio of Product or Room Rate Views to Product or Room Nights Booked
- This is effectively a look-to-book ratio. Visitors viewing room rates, flight options, or fare selections repeatedly are often searching for more information before they are ready to make their booking. Use a forward-looking Clickstream report to identify any repetitive steps in the product selection process.
Consider improvements to the detailed descriptions on your selection pages. For hotels, do you differentiate your room offerings by displaying images/videos to highlight what each room type actually looks like? For flights, do you show seat maps and in-flight entertainment options for each aircraft type so that your visitors can make an informed choice?
Clearly display any rate/fare conditions and cancellation charges on the rates/fare selection page. Do you have enough language and currency options to cater to your most popular markets and to avoid translation barriers? Use Segments to measure your KPIs within your top country inbound markets.
When a visitor has made their room or flight selection, be sure to display the final price clearly, including a breakdown of any taxes and fees. This should minimize visitor navigation back to the rates page to re-check the price.
Consider new or improved comparison tools to show visitors all choices that are available before they make their selection.