This post began as a presentation given at two recent Vacation Rental Manager Association conferences.
The goal was to create a list of great online marketing examples to help other vacation rental managers plan their next great website or marketing effort.
So without further ado…
A Showcase of our favorite Online Marketing examples by VRMA Members
Your Website matters, especially your booking engine.
We looked at 10 vacation rental websites and found that 73.4% of the guest’s website interaction happened in the booking engine (measured by pageviews).
Certainly it is worth it for the average VR manager to pay close attention to the usability and overall effectiveness of their booking engine.
Next we used BlizzardTracker to determine that in March 2011, 68 vacation rental manager websites averaged a 36% bounce rate:
Of those websites, 29 were engaged in eCommerce with a .42% conversion rate on average. In other words, they got 1 online booking for every 233 visitors to their website.
Anything you can do to get that bounce rate down and that conversion rate UP is good.
Here is a sample sales funnel where you can see, for this particular VRM, a .68% conversion rate, with the sales funnels starting at the property page. (At bottom of the chart it shows a .63% funnel, but that is starting from the search results page, which was cropped from this image.) [Read more...]