Ensuring consumers reach your website before your competitors is one thing, converting lookers to bookers is another. As well as increasing conversion rates, the content and design of your site play a vital role in consumer retention ensuring the consume

Published: 01 Mar 2007

Ensuring consumers reach your website before your competitors is one thing, converting lookers to bookers is another. As well as increasing conversion rates, the content and design of your site play a vital role in consumer retention ensuring the consume

What content adds value to your site and what simply adds weight? Which design features do consumers find useful? How can you ensure the consumer can quickly and easily find the information necessary to make a purchasing decision? Is your site sufficiently well designed to encompass the needs of both the experienced internet user and the non experienced user alike?

In an increasingly competitive environment, it goes without saying that it is vital that you find answers to these questions before your competitors do. Driving traffic to your site is all very well but if they are not booking it is money down the drain.

Icelandair, who recently topped world class companies Orange, Tesco, HP and Nike to win the Best Website Design of the Year at the annual Technology for Marketing Awards, in London this February, appear to have the answers.

‘Online marketing is a key strategy in our sales and marketing efforts. [..] Our new-look site is easy to use and provides our customers with all they need to research, plan and book their trip. This award demonstrates our commitment to providing a full service to our customers, and is a success we wish to build on with more innovations and developments in the near future” said Gunnar Már Sigurfinnsson, SVP Sales and Marketing Icelandair.

Icelandair’s sales results prove that they are certainly doing something right. Over the past two years since the launch of their improved websites, the airline has reported a rapid increase in online sales, with the online channel accounting for 44% of all sales in 2006 (up from 29% in 2005).

But how do they ensure that they meet their customers’ needs and convert lookers to bookers? What should you be doing to ensure your site converts lookers to bookers? Come and find out at EyeforTravel’s Travel Distribution Summit on 23-24 May in London where Icelandair will be just one of the top companies talking about their tried and tested innovations in online marketing. The Summit also covers topics such as distribution. affiliate marketing, CRM, revenue management and much more and sees focused presentations from leading travel companies – click here to see the full agenda.

To request a complimentary e-brochure about the event click here.

If you have any questions please email gina@eyefortravel.com