Just like every other business out there, those in the travel industry too are catching up with digital. But another thing that they have in common with the other businesses, is the rising competition and the difficulty in acquiring users – or for that matter, even leads.
Most of these travel related businesses have a website, presence on a few social networks, are probably blogging for traction and also running a few paid ad campaigns. But despite it all, they aren’t able to convert most of their audience even in the smallest way.
Internet users today don’t just look for ease of doing something, but also an unforgettable experience. They want the tourism business to look into their needs and expectations, and present exactly what they want to see – without trying to drive in their end objectives.
Most businesses are now able to struggle their way through contextual marketing and drive traffic to their websites. But not even 50% of those visitors convert.
Way too many.
As in eCommerce, the travel industry faces challenges in acquisition because of the following:
- The habit of wanting to look for better deals and packages
- Wanting to save packages for later or getting distracted
- Forgetting the brand name in the volumes of content on the internet
- Not understanding or finding what they are looking for
While we don’t say that all marketing and sales efforts are not upto the mark, but what are you doing on-site to convince your visitors to convert?
If you’re one of those businesses who bombard a visitor with hundreds of popups with deals and offers, you’re probably never going to get a conversion – first, you’re not letting them consume the information already provided; second, you’re ruining their website browsing experience; third, you’re overwhelming them.
There are a number of ways you can retarget your website visitors. But we’re here to talk about how the latest exit intent technology can be used by the tourism industry for better conversions.
Exit intent technology and the tourism industry
Exit intent technology is also known as bounce prevention technology. Companies like Exit Bee provides the technology that tracks your website visitor’s on-site behavior closely. This helps you set up campaigns that are based on user actions. For instance, the intent of the visitor to leave the website.
Here are a few ways tourism businesses can use exit intent on their website for increased conversions:
1. Increase your email opt-ins or newsletter subscriptions
As a tourism business, it is almost certain that you’re trying to leverage from content marketing. You have probably already written a number of travel blogs, that are getting a considerable amount of traffic as well.
Apart from a few comments and tags on social media that people (including me) usually do, how many of them actually sign up to get regular updates from you?
The people who come to your website are actually those who are interested in your content. They are the ones who are more likely to convert when nudged in the right direction. Implementing an exit intent campaign that triggers only when this visitor is about to leave the website, can increase your conversions by manifolds.
Getting your website visitors to share their email addresses with you gives you the chance to execute email marketing campaigns. And emails are considered to be one of the most effective channel for tourism marketing.
Since the campaign is set only to trigger on exit, it gives the visitor sufficient time to consume the content that interested him enough to visit your website.
2. Promote a popular deal or package
Internet users are always looking for good deals on products or services. With the increasing number of businesses going digital, this habit is only going to continue.
When travel enthusiasts visit agency pages or travel blogs, they interested in knowing more about the packages that could go for too. But while browsing, they don’t want to experience flashy elements or banners being promoted across web pages offering various deals to various locations.
It not just ruins their on-site experience, but also overwhelms them. The best way to target these travel enthusiasts is to promote them a popular deal or a package. Let them know what’s the best selling package on your website or how many people have bought it.
The best time to do so? Right before they are exiting your website! You give them enough time to look for packages on their own and target them only when you think they haven’t found any.
For example, Camping Mani Beach increased its online bookings by offering a 10% discount on bookings of 5 days or longer to those who were leaving their website.
3. Reach out to the visitor for a quick interaction
Most travel enthusiasts are hesitant on interacting with a tourism business – either they are not able to understand the information they have provided or not able to figure what they’d like to go for. This is the perfect time for a business to start a conversation.
While live chats are definitely something you should implement on your website, implementing an exit intent campaign with a personalized message can be an interaction booster.
You could create a simple campaign that redirects them to a contact form or simply share the contact details you can be reached on directly! Because the chances are that they weren’t able to locate the same on your website.
4. Conduct a survey and boost submissions
The best way to know how to convert your target audience is to ask them directly what they are looking for. Considering the changing digital trends and needs, it is practically impossible for businesses to keep a tab on all the online conversations.
If there are a number of people visiting your website but not taking any action, chances are that they either don’t like what you’re offering or looking for something you didn’t consider. So when the visitor is leaving your website, target them with a quick survey that promises to cater to their interests in the future.
It could be a simple campaign asking them if they like your content or one that asks them a few questions around their possible interests so you can cater to them.
5. Run a contest and increase participants
The one way to keep your audience engaged with your business, is to consistently keep engaging with them. Contests are a great way to increase the engagement rate as well as conversions on packages offered on your website.
With an exit intent campaign, you can target your leaving visitors with an interesting contest. Since the campaign is triggered only after they have consumed the existing content and liked it (fingers crossed), they are more likely to participate in the contest!
This kind of campaign is great for reducing the bounce rates on your website, increasing the engagement rate and boosting your on-site conversions.
6. Promote an event
Tourism businesses are often hosting events in collaboration with other businesses. There are a lot of people who are actually interested in attending these events when promoted to them at the right time.
It is almost certain that you are promoting the event on some page of your website, but chances are that your visitors are not even reaching it! Using an exit intent campaign can help you target the leaving visitors with a quick message or notification regarding the event and re-direct him to the page.
You wouldn’t just increase the traffic on that web page, but also increase the chances of converting more people!
7. Boost your social following
Travel enthusiasts like to follow businesses who share interesting content closely on social. But when they come to your website, they are more likely to consume your content, maybe interact with it and leave.
Social media is the best platform to nurture your leads consistently towards conversions. As a matter of fact, about 52% of travellers change their travel plans due to influence of social media – which could result in an increased sale for you!
Since they are already engaged with your content, they are more likely to follow you on social when asked. Time your campaign to right before they exit and they won’t mind dropping a like on your Facebook page on their way out.
Sounds like some interesting strategies right?
Now you could try the exit intent technology by Exit Bee for an entire month FREE!
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