There are many times when I was abroad that I found myself spontaneously adventuring through Europe, but there were also many hours spent behind a computer screen laying out my trips. On Viator.com I always found myself to be a click away from another crazy excursion. Today, I am going to assess this site on each of the following dimensions: (1) Traffic (2) Conversion and (3) Revenue Maximization. This is part of an assignment for Professor Michael Pepe’s class. He teaches a course called Digital Marketing that specializes in blogging.
Viator gets tremendous site traffic each day, due to the unique travel options it provides the reader with. It is a branch off of the booking site, TripAdvisor, which gives it instant credibility and brand recognition. I used Viator to book everything from a dog sledding expedition in the Arctic Circle to a canyoning excursion on the island of Madeira. It wouldn’t be a stretch to say I was on that site at least once a day for a month and a half straight. They do a tremendous job marketing themselves as a “trip insider” which is what people want to hear when booking trips. The site is easy to use and full of great options, which is why they receive so much internet traffic.
Paid Referral Traffic
I will often see banners in travel sites I go to that have Viator on it. Viator is able to efficiently manage where it places its advertisements.
Conversion is the process you go through on a website that takes you from start to finish. Viator is extremely well organized and when you decide the excursion you’d like to purchase, you click on it then proceed to edit how many tickets you would like. There are three categories of tickets which are adult, child, and infant. You are shown the cost in big font in the appropriate currency and are then brought to the checkout. Viator also lets you check the availability of your desired excursion prior to purchasing the ticket.
(3) Revenue Maximization:
There is a customer review section attached to every excursion and tour they offer, which is extremely helpful for future customers on the site. If you go to a booking site and see the overall sentiment about the site is positive, then you will be more likely to book through that same site. Although reviews are not directly linked to revenue, they are a huge part in getting more people to buy from your site down the road.