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Top 5 conversion tips for
travel e-commerce websites




David Jarvis, TUI Travel
TUI Travel

  180 countries
  30m customers

  156 aircraft

  38,000+ employees

  1,131 UK retail shops

  £13.9bn revenue



                           Photo credit: TUI Travel annual report
Photo credit: http://www.flickr.com/photos/jacobwhittaker/3387477937/
Remember me?
People who book on first visit = £X revenue



      People who book after
      >1 visit = £X revenue x 5

                                      Person who booked on 119th visit = my hero!
1st visit   2nd visit
How much is that doggie in the window?




                    http://www.flickr.com/photos/blueskydesert/2125549103/
n=22,125
5% “browsing area”
2% “browsing area”
11% “browsing area”
Deal or no deal?
§




    http://www.flickr.com/photos/maddog78/2121467408/
Deal or no deal?




Comparison                      Scarcity

    Social proof   Reasons to feel good
Support FUN!




               http://www.flickr.com/photos/karoluslinus/2487021800/
Support FUN!

            FUN!                       Zzzzz…
  Sharing the holiday ideas             Price
   Getting the kids excited        Holiday dates
  Making the commitment          Departure airport
     Researching reviews            Flight times
Researching personal interests Type of accommodation
 Getting together with friends        Transfers
  Planning the holiday time Checking facilities at the hotel
                                 Monitoring prices
                               Working out how to pay
Closing the deal
“By the time you’ve
  booked a holiday,
you need a holiday to
     get over it!”
Thank you!




David Jarvis, TUI Travel
    @dcjarvis
                    http://www.flickr.com/photos/27964043@N00/93227302/

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Top 5 conversion tips for travel E-Commerce websites