May
1
The other day, an article popped into my inbox about how 10% of "online hotel bookers" don't do any research at all, they just click on the "book now" button.
I'm not convinced that this research was particularly scientific, however it went on to declare that this was just the sort of customer you need and you should be building your websites to capture their interest.
Of course, there's nothing wrong with having an enquiry or teaser box on the home page of your website. Readers of this blog already know that if you want to capture the sale, you need to be there when the prospect is ready to buy. But to suggest that people go straight to the "buy" button? I'm not so sure...
I'm not convinced that this research was particularly scientific, however it went on to declare that this was just the sort of customer you need and you should be building your websites to capture their interest.
Of course, there's nothing wrong with having an enquiry or teaser box on the home page of your website. Readers of this blog already know that if you want to capture the sale, you need to be there when the prospect is ready to buy. But to suggest that people go straight to the "buy" button? I'm not so sure...
...and one of the reasons why I'm not so sure is to do with the remaining 90% of website visitors.
The other reason is what will happen to your prices of you rush to satisfy the (obviously not-very-sophisticated) needs of the impulse buyers, Messrs 10%:
- If everybody starts chasing their business, how will everybody choose to compete? Previous hotel reservations and sales experience suggests that you'll be tempted to use price.
- If even some of you use price as a source of differentiation (price can't differentiate you by the way, unless it is part of an overall and carefully crafted strategic plan), you will dilute the profits from the "desirable" 10% of your visitors and make them undesirable, very quickly.
I'm suggesting that you don't chase the impulse buyer. Instead, you create the conditions where they can buy and leave them to make their decision. If they don't research much or read much, there is little point in joining the clamour for these supposedly "easy" bookings.
Further, I'm suggesting that you concentrate on the 90% who do their research, who ask questions and expect answers. Why should you concentrate on these people?
Because they are looking for value. This means they are less price sensitive and potentially more profitable for you.
Of course, it takes effort and costs money to convert these lookers to bookers. But if you want better profits, you need to put systems and people in place to help you convert them. And yes, you need to be holding conversations with them. You need to be able to interact with your customers. That's where the value is for both of you.
Can you hold or start a conversation with your website?
The other reason is what will happen to your prices of you rush to satisfy the (obviously not-very-sophisticated) needs of the impulse buyers, Messrs 10%:
- If everybody starts chasing their business, how will everybody choose to compete? Previous hotel reservations and sales experience suggests that you'll be tempted to use price.
- If even some of you use price as a source of differentiation (price can't differentiate you by the way, unless it is part of an overall and carefully crafted strategic plan), you will dilute the profits from the "desirable" 10% of your visitors and make them undesirable, very quickly.
I'm suggesting that you don't chase the impulse buyer. Instead, you create the conditions where they can buy and leave them to make their decision. If they don't research much or read much, there is little point in joining the clamour for these supposedly "easy" bookings.
Further, I'm suggesting that you concentrate on the 90% who do their research, who ask questions and expect answers. Why should you concentrate on these people?
Because they are looking for value. This means they are less price sensitive and potentially more profitable for you.
Of course, it takes effort and costs money to convert these lookers to bookers. But if you want better profits, you need to put systems and people in place to help you convert them. And yes, you need to be holding conversations with them. You need to be able to interact with your customers. That's where the value is for both of you.
Can you hold or start a conversation with your website?
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