As a tour operator, you’ve probably seen a lot of advice around the internet about how to improve your site. This is great, BUT… all of these posts have one thing in common – they don’t put you in the mindset of your visitor.
It’s one thing to follow a random bunch of tips, but it’s way better if you fully understand WHY you’re making the changes – that way, you’ll know which things to focus on first, and the best way to implement them.
At TourismTiger, our focus is 100% on building tour & activity websites. Over time, we’ve noticed that website visitors tend to follow certain patterns – some potential customers focus a LOT on photos and others focus on price. Some take the time to read every word, while others scroll up and down rapidly looking for certain information.
Over the past 3 years, we’ve come to categorise these people into 5 distinct ‘personality types’ and I’m dying to share these with you, so let’s dive in.
Reading time: 3 minutes
Who Henrietta is: Have you ever noticed that some people who come on your tour & activity seem to be… worried? Almost unnaturally so?
This is Henrietta.
What happens if it rains? Am I fit enough? Am I going to be the only person my age? Is this going to be a waste of money? Is this too scary? What if, what if, what if?
How to sell to Henrietta: Henrietta needs to be comforted. This is why having ‘great photos’ isn’t just the key – another key is to have the RIGHT photos. For example – are people worried that their children aren’t big enough for your activity? Is your visitor concerned that they’re going to get too tired? Show photos of children or less athletic people enjoying your experience.
It’s not just the photos – it’s also about the words. Do your tour descriptions clearly address Henrietta’s worries, in a prominent way? Does your business convey its credibility through its history, reviews, photos, videos, logo, design, etc?
Who Eddie is: Eddie is heavily focused on the emotional experience, the memories and the stories.
At his core, Eddie is looking to get excited. Which means your photos, video and descriptions need to make Eddie truly FEEL the emotions that you want him to feel.
Eddie is less text-focused and much more interested in photos and videos. Eddie will look at every single photo you have but completely miss something in the middle of your tour description!
How to sell to Eddie: Simple, yet difficult to execute.
Your tours need to really capture the fantasy of the experience.
A common mistake is for photos to be of a group standing and smiling for the camera. Don’t do this – you need to show people in the middle of the experience, not posing awkwardly.
Photos need to:
- Be professionally taken where possible (don’t take them yourself with an iPhone, this always leads to mediocre results)
- Show people in the process of enjoying the experience
- Show your company delivering the experience and making it special
- Show the context of the experience. That is to say… zoom out a little and show people the full sweep of the activity. Rafting companies make this mistake a lot – 100% of their photos are zoomed in on whitewater.
Example: Check out the site we built for Regiondo customer, Paris Day Trip. Previously, his tour itineraries were all text and no grab. Now, people have a great selection of photos to check out and really imagine the experience.