There’s nothing worse than spending a lot of time and money bringing visitors to the website – then having them leave because of some trivial issue.
It’s hard to feel this issue, because on your Analytics they’re just going to be a visitor. These people aren’t emailing you to tell you why they don’t buy. They just leave. And it’s our job at TourismTiger to turn them from a meaningless statistic to a real booking. Here are 3 more personality types that we’ve uncovered when it comes to tour bookings. Appeal to all 5 of the people I’ve talked about in this series, and you’ll find your sales getting a nice little boost.
(This post is a continuation of a 2 part series. To read Part 1, click here.)
Reading time: 3 minutes
Who Rose is: Rose is the most common type of visitor to your website.
I’m a Rose! And I get extraordinarily frustrated while trying to book tours online…
Rose is the kind of person who doesn’t want to sit around and read a long tour description – she just wants the key information to make her decision.
If your website is very easy to navigate, Rose will reward you for it. In fact, Rose will actively avoid companies with dated websites, no booking systems, or confusing navigation.
I learned this in my very last job before starting TourismTiger. I was an SEO manager for over 50 different websites and had access to the Google Analytics of all of them. When you have access to so many websites, you learn very quickly what works and what doesn’t!
The biggest lesson? Simple navigation and easy to find information is the winner. Otherwise, you’ll have Rose calling to ask you a question that is ‘clearly answered on the site’. Or more likely, she’ll just give up.
How to sell to Rose: Once Rose has established that you have a credible business (with, say, a quick look at TripAdvisor), you’re in the hunt.
The home page needs to have two things: a very clear headline and extremely clear navigation. Let’s re-visit Paris Day Trip, our Regiondo customer. Notice that the home page is simple and clean? This is so important.
Now, let’s look at one of their tour pages. The gallery and basic details such as price are extremely clear and very easy to locate. This is so important.
Finally, look at their booking process. The booking button is prominent – on both desktop and mobile – and is connected to a live booking system. This means that Rose can check the availability of the tour without having to email or call. She can book straight away! Awesome.
Who Quentin Is: Quentin is the person who makes a spreadsheet with all of their options for each day.
He’s the person who will read every detail just to make absolutely, 100% sure that this is the right company to go with.
That is to say, Quentin is a perfectionist.
How to Sell to Quentin: Quentin will punish you hard for small mistakes – poor logo? Poor photos? Spelling errors? Sale.. gone.
Now, Quentin understands that this is a tour.. So they don’t expect War and Peace, but if a company is clearly nailing the details on their site, this will create a feeling of trust for him.
The problem is this – how do I balance the needs of Rose with the needs of Quentin?
If Rose doesn’t like too much text, and Quentin needs a lot of text… what do I do?
Simple – you just need to put the absolute key details at the top and help Rose get the information she needs. The tour description itself should be easy to scan so someone can answer the one question on their mind.
You need to:
- Have detailed descriptions answering every possible question
- Have a full activity description breaking down the step by step
- Make great use of ‘Good to Know’ and ‘FAQ’ areas
- Make sure you get all of your text proof-read by someone else, to catch any errors
- Pay attention to questions that come in via phone or contact form and ensure that you get them answered.
Last, and possibly the most important, is Representative Ryan.
Who Ryan is: Ryan is the person who is booking on behalf of other people – it could be their partner, their family or a large group.
Ryan’s job is to find a great option that everyone is happy with, and thereby maintain their reputation. Ryan knows that if they make the wrong decision, they’ll be hearing about it for months or possibly years after the event.
How to sell to Ryan: If something goes wrong, Ryan needs to justify his decision. This means that your website (and TripAdvisor profile) need to look highly professional and credible.
Clearly display how established and experienced your business is (incredible tours of Sydney since 2002!)
Show how many guests you’ve had – 1500 amazing tours conducted since 2002!
Show your awards
Have highly professional, modern design, photos, video and logo
You’ll need well-written tour descriptions that are also well-structured
Show the quality of your vehicles/equipment/gear and make it clear that you only use the best.
Now that you’ve read this, go back to your website and think about the different mentalities. Is it easy for someone in a hurry to find your information? Are you really doing such a great job of comforting Henrietta?
Put yourself in their shoes and you’ll find a lot of the potential improvements that have been escaping you. Our customers see a typical year-over-year increase in bookings of 20-80% (mostly between 40 and 70%) and this is a key part of our strategy. Hopefully you’ll see an effect of this order, too.