Yesterday, while I was on my evening stroll, the caffeine addict in me kicked in and minutes later, I was sitting in Starbucks. I would have kept observing people around me had my eye not caught a glimpse of a little notepad, kept on the chair next to me. I picked it up and looked for the rightful owner. The owner had obviously left by then.
The curiosity got better of me so I turned to the second page, “Marketing Agendas For The Next Quarter”.The marketer in me smiled. It was the feeling you get when you meet a person who speaks your language in a foreign land. At first, I was just searching for the owner’s details in the notepad, now I was searching for meaning in those scribbles.
I moved to the next page
Source- Octane Report, 2016
Online Travel Agencies- An Overview
OTA? Before I would have started guessing, ‘tickets’ and ‘look to book’ ratio stared at me from the notepad. Now I knew it belonged to an Online Travel Marketing guy. Maybe from MakeMyTrip or Yatra or some other big company. Wow! I can find out online travel marketing secrets, right now. Psyched I was, seeing the travel trends.
This one was fascinating. So, evidently no travel site can acquire the market by unidirectional single channel approach. The objective should be to create a coherent, multi-channel customer experience whereby users becomes aware of your brand without becoming overwhelmed by it. Interesting!
I turned to the next page.
If you see the sales funnel created using the users of this Online Travel Site, for every 100 people that visit your homepage only 70 actually go to a search page result that is only 70 people go and look for something specific and finally in the process of conversion, only 2 out of every 100 become customers.
We can clearly see the attrition rate is high. But there has to be some reason behind these numbers.
Too much to churn and ponder upon. A glimpse at the next page tells me that, it all makes sense. It all apparently does but the Starbucks guy is calling my name and correctly so. Today must really be my lucky day. My latte-grande is ready. So I guess we all will have to wait for my coffee to finish.
Check out the amazing webinar by the marketer whose diary we found.