Unlocking the power of conversion rate tracking

Associate Supplier Convious explains the benefits of tracking conversion rates and consumer behaviour.

In today’s digital age, success heavily relies on converting online visitors into paying ones. However, a recent Survey Report by Rubber Cheese reveals only 30% of ‘leisure destinations’ currently track new visitor conversions.  

Tracking eCommerce conversion rates is crucial: you can gain valuable insights into the number of website visitors who take the desired action, such as purchasing tickets or making reservations, and identify areas for improvement, such as in your marketing campaigns; all helping to increase revenue generation. 

Consumer Behaviour Online  

Consumers today are increasingly tech-savvy and want fast results. There are numerous reasons why consumers drop out and don’t proceed to purchase, for example the user interface is too slow, there are too many steps in the process, they must sign up for an account etc.  

In today’s environment, consumers expect to have a seamless and intuitive online experience. Through the online user journey, consumers must navigate through various touchpoints, from initial research to making a purchase decision. By analysing consumer behaviour along this digital journey, you can identify potential bottlenecks, optimise your website’s user experience, and ensure a smooth conversion process, helping to enhance the overall visitor experience.  

Specific strategies to transform visitor conversion rates 

• Simplify UX (User Experience) – By streamlining your website, eliminating unnecessary steps, and simplifying the overall user experience, you can witness significant improvements in conversion.  
• Speed up delivery – Attractions that optimise their website’s loading speed and implement efficient delivery processes experience higher customer satisfaction.  
• AI Integration – The integration of AI technology into digital platforms can significantly enhance personalisation and contribute to improved conversion rates. Examples of AI-powered tools include recommendation engines, chatbots, targeted marketing campaigns and real-time pricing, all of which have demonstrated substantial success in increasing visitor conversions. 

• Personalisation – By tailoring content, offers, and recommendations based on visitor preferences and behaviour, you can help to customise content, leading to an increase in customer satisfaction and loyalty.  

Tracking conversion rates also necessitates defining key metrics for measuring success. You can analyse metrics such as click-through rates, bounce rates, conversion funnels, and average order value to gain insights into your conversion performance. By monitoring these metrics over time, you can identify trends, make data-driven decisions, and continually optimise your conversion strategies. 

What’s in it for the visitor? 

When it comes to visitor attractions, focusing on conversion rates doesn’t only benefit the business; it also has advantages for the visitors too.  

“Attractions that track and optimise conversion rates are more likely to invest in improving their website and overall user experience, thus helping to generate more revenue. This means visitors can expect a website that is easy to navigate, visually appealing, and optimised for various devices. A user-friendly interface and intuitive booking process make it convenient for visitors to explore attractions, select desired experiences, and complete transactions smoothly. They can then quickly find the information they need, make reservations effortlessly, and proceed with their visit planning without any unnecessary delays.  

By optimising the website, you help to enhance the overall customer experience, making sure the happiness and magical feeling is kept alive through the complete process, not just within the park or venue.” explains Kimberley Prenger, Conversion Specialist at Convious. 

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