Happy New Year, travel marketers! The beginning of January always brings its own kind of magic with resolutions and the opportunity to both reflect on the past year and look towards the next. It’s also a time that, if I can be honest, is a little overwhelming with the pressure of setting life-changing goals. And it’s not only personal goals! Working within the digital marketing space I feel that every other content piece is focused on “new year, new marketing strategy” resolutions that couldn’t be easier to implement – or so the articles read…
At Bound, we’re big believers in starting where you’re at, especially when it comes to personalization and your marketing strategy. That’s why one of our resolutions this year is to focus on something that we know has an impact: optimizing our goal conversions.
When it comes to our monthly content reports, few things give our Customer Success Managers more joy than seeing an increase in click through rates on goal related content pieces. But as fun as these increases are to see, we are even more thrilled by increases in the goal conversions themselves. As we’ve become increasingly aware of the important relationship between clicks and conversions – and the very different stories each can highlight when they don’t align – we’re excited to share our new Goal Dashboard and highlight three resolutions on increasing your conversions in 2020:
When in doubt about your content, run an A/B Test! While click through rates can certainly highlight your audience’s preferences for the imagery, copy or CTA, how do you account for the content’s impact on the actual conversion? Within the new Goal Dashboard, you can now compare conversion rates against your campaigns, segments and pieces of content, allowing for a deeper level of insight. We recently took a closer look at an eNewsletter related A/B test we have been running with a DMO. Month over month, we found that one content piece had consistently less clicks than the other. However, in comparing the conversion rates between the two pieces, we saw that the content piece with a lower CTR had a considerably higher conversion rate. This comparison helped us see the value of a content piece we might have otherwise removed and will help inform future A/B tests.
As we’ve written about before, there are many things to take into consideration when creating content for your Desktop and Mobile visitors. Goal conversions are no different, especially given that our Mobile visitors are often less likely to convert. Within the new Goal Dashboard, we can now dive into the conversion rates for our different segments across campaigns, allowing us to compare, for example, fly-ins served to desktop visitors and banners served to mobile audiences. Layering in this insight can help us develop content best suited for each of our unique visitors groups.
Over the past few years, we’ve increasingly become fans of thoughtful “abandonment” content and the way these direct CTAs can increase conversions for visitors who have initiated, but not completed, a conversion goal. While we often see this content with high CTRs, it can be challenging to determine how exactly this content contributes to the overall goal. Thankfully, our new Goal Dashboard takes the guesswork out of content creation and helps us see exactly which Abandonment content is best contributing to the goal.
Our hope for your 2020 is that your conversion related content is directly increasing your goal conversions (leaving you with more time to increase engagement for your ad visitors!) Knowing that goal conversions are a vital piece to understanding your visitors intent to travel, we’re excited that our new Goal Dashboard will bring new awareness and insight this year. Cheers to you and your increased conversions!
Want to learn more about the Goal Dashboard or personalizing to increase your conversions? We’d love to chat with you and hear all about your 2020 marketing resolutions!