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For travel industry websites, it’s safe to assume that most visitors have one of several well-known interests in mind when browsing vacation and accommodation offerings. They could be searching for child-friendly lodging and activities; seeking conference and business-hosting availability; planning a wedding; or booking their annual stay at their favorite resort. The list goes on but these four cohorts form a large and constant stream of digital traffic that you can take advantage of with persona-driven marketing.
With Evergage, you can identify whether site visitors are perusing wedding packages, spa upgrades, or any other content on your site in real time. By grouping specific sets of similar content together within segments, you can determine which offerings your site visitors are most interested in and then render experiences that will resonate most with that persona.
Segments for each persona are needed for this play. See the Setup section below for additional details.
This campaign’s effectiveness can ultimately be measured by tracking clickthroughs, revenue per user, conversion rate, and average order value against the control group.
Before tackling the setup of this campaign it’s important to identify what offerings you have. For this example, you may have accommodations and activities personally designed for:
- Family travelers
- Wedding travelers
- Business travelers
5) Be sure to also add a page targeting rule if your campaign is designed to only be displayed on one page.