Just an Online Minute... How Long?
TripAdvisor, the performance-based marketing service targeted specifically at the travel industry, will announce the results of a study later today, which highlights the fact that consumers often take as long as a month to purchase “complex” online travel products – hotel and vacation packages.
In fact, Trip Advisor says, when measured a month after a consumer’s initial visit to an online travel commerce site, the cumulative conversion rates were 5 times higher than those measured for the same group of consumers for the day of the initial visit.
More specifically, when measured at the one-month mark, the cumulative number of conversions (purchases) was 5 times higher than those seen on the day of the initial click through and visit to the commerce site, and 2 times higher than what was recorded at the five day interval.
TripAdvisor says that the results show that the proper “look back” period (time from consumers initially visiting a site to making a purchase) for “complex” leisure travel products such as hotel and vacation packages is at least a month.
Steve Kaufer, CEO of TripAdvisor, said, “If a marketer’s tracking tools only measure conversion rates during the initial session or the first five days thereafter, they are going to understate the performance of many marketing campaigns by as much as 50% to 80%.”
Something to keep in mind for all non-impulse-buy products.
Recent Just An Online Minute Articles
-
A Vulcan Salute For The Best Ad Campaigns May 14, 2:39 p.m.
Last Wednesday, during Creative Week, The One Club held its annual One Show honoring the best ...
-
A Little Rain Can't Keep Email Insiders Down May 3, 3:15 p.m.
AMELIA ISLAND, Fla. – Rapleaf’s Cecily Jaros wondered what she had missed at the Email Insider ...
-
You Don't Need to Search Far for Fun on Amelia Island May 1, 12:52 p.m.
On Sunday through this morning, search experts descended upon Amelia Island for MediaPost’s bi-annual Search Insider ...
-
500 Women Strong At Horizon Media April 26, 12:54 p.m.
On Tuesday, April 23, Horizon Media opened their doors and their amazing roof deck to 500 ...
-
Redefining The Meaning Of Housewarming With Yext March 8, 12:08 p.m.
On March 5 I headed over to Yext’s housewarming party to celebrate their new digs, located ...
-
An Evening with the Skinnygirl Feb. 7, 12:44 p.m.
On Tuesday, February 5th, Warner Bros. Brand Networks celebrated their fall line-up at Amy Sacco’s newly ...
-
'Check Out My Web Series!': NATPE In Miami Jan. 31, 12:18 p.m.
NATPE Miami: Content First Jan. 28 – 30 Fontainebleau Resort It’s the end of January -- ...
-
Agencies Tie One On At Creative Media Awards Jan. 24, 1:08 p.m.
Last Wednesday over 200 agency big thinkers, decked out in their dapper best, descended upon The ...
-
Vibrant Media Reinvents Halloween Nov. 19, 12:31 p.m.
What happened to Halloween?! The effects of Hurricane Sandy caused major devastation, loss and inconvenience - ...
-
In A Word, BuzzFeed Music Event Was So OMG (Okay, So It's An Acronym, Not A Word, But You Get My Drift) Oct. 26, 6 p.m.
The digital elite were out on the town Tuesday night to fête the launch of BuzzFeed’s ...
Be the first to comment on "Just an Online Minute... How Long?"
Leave a Comment