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Contents

CategoryCustomer SuccessVerticalTravel
TopicIdentify visitor intent and personalize the homepage experienceID #244

Introduction

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.

 

Example

For example, one of Evergage’s clients wanted to ensure that all visitors to their site had a customized homepage experience based on the content they looked at and interacted with. One of the most successful experiences was for users who clicked, viewed, and spent time on family-related content such as children’s ski lessons. After expressing interest in any family content, they would fall into the family persona segment and their homepage experience would change to family-friendly imagery and information.

 

 

A second example is a customized experience for users who have purchased a season pass to a ski resort. Instead of presenting these high-value users with generic content, they’re given them immediate access to information about making the most of their season pass benefits.

 

Segment

Segments for each persona are needed for this play. See the Setup section below for additional details. 

Measure

This campaign’s effectiveness can ultimately be measured by tracking clickthroughs, revenue per user, conversion rate, and average order value against the control group.

Setup

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

1) Once you’ve identified your various personas you need to build segments for each group. For example, for a family traveler persona, you could add any number of actions related to family activities and accommodations. The example segment at the right groups all users who have visited any number of family-related content.

There’s no right or wrong number of actions to include in your segments. Continue testing until you’re comfortable with the combination.

2) Once you’ve built segments for all of your personas you’ll need to begin thinking about the messaging you want to deliver each user. Do you want to be subtle and only provide a link to wedding reviews to your wedding persona or create an entire homepage around wedding experiences? Not sure? A/B test two experiences and see which one has the stronger impact on your booking rates.

If you’re testing something like the experience above with variations in the image, header, subheader, and CTA, you can design one campaign with multiple experiences for each persona. With that approach, you can test which experience is the most impactful on your bottom line.

3) After you’ve designed your campaign and experiences enter the Campaign Setup area. Within each experience, select the Who Sees This qualification rule then add the desired Segments.

4) After you’ve added a segment to each experience, click Experiences to set the order of the experiences in the event that visitors fall into more than one of your pre-determined segments. This screen is built using the waterfall method, so all users will fall into the first experience unless they do not qualify for it and so forth. We recommend creating a global experience at the bottom should any users not fall into any of the pre-selected segments.

5) Be sure to also add a page targeting rule if your campaign is designed to only be displayed on one page.

 

 

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