July 2007
The Engagement Factor For Travel
Posted by Aaron on 31 Jul 2007
Making practical sense of web stats such as time-on-site and pages-per-visit is hard enough. Getting those mysterious numbers to paint a picture that helps quantify results for companies and clients is nearly impossible with most metrics. Spencer Lavery of FreshEgg.com has come up with an equation he calls the “Engagement Factor” to help make sense of user’s behavior that looks beyond visitors and conversions.
Internet travel is so focused on conversion factors that sometimes we forget that engaging users really is the first step to converting them to customers. Many travelers simply don’t buy on their first visit to a given site; if you’re ONLY chasing sales conversion rates you may be missing out on a much more basic conversion factor… converting visitors to return visitors so that you have a second or third chance to convert them to customers.
Check out his equation below. Does this make sense for travel sites? I think it might…
The Engagement Factor - Google, Internet Marketing, Web Design,
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Tagged as: Travel Marketing, Marketing, SEM, Online Marketing, Analytics, metrics, internet marketing, travel marketing, engadgement factor
