London | 20–24 Feb, 2012 | #seslondon

Jeff Slipko - Expedia Affiliate Network

Understanding User Behavior &Increasing Site Stickiness

London | 20–24 Feb, 2012 | #seslondon

SEO and Usability

Stickiness?

• Expedia = Travel Transactional

• Increasing Conversion

• Not More Time on Site

• UX - Careful of Distractions

London | 20–24 Feb, 2012 | #seslondon

Tips To Increasing Stickiness

London | 20–24 Feb, 2012 | #seslondon

London | 20–24 Feb, 2012 | #seslondon

• Increase number of results per page• Sort for proximity of landmark / address• Visuals (images, map)• Suggest alternate properties

Return Relevant Results

Encourage Use of Filters• Dynamic• Sliders when possible• Retain all filters and sorts• Add option to clear selected fields

London | 20–24 Feb, 2012 | #seslondon

Clear Price Displays• Bigger is better

• Highlight promotional rates

• Remain consistent through funnel

• Create transparency

• Allow customers to change currency

London | 20–24 Feb, 2012 | #seslondon

Create Urgency• Highlight 5 or less rooms

• Number of times booked

• Number of users viewing

• Time of last booking

London | 20–24 Feb, 2012 | #seslondon

Urgency – Number of Rooms Left

London | 20–24 Feb, 2012 | #seslondon

2 . 5%Increase in conversion

London | 20–24 Feb, 2012 | #seslondon

Easy to Find Content• Limit tabs

• Don’t make customers search• Show thumbnails on main page

• Include guest reviews

London | 20–24 Feb, 2012 | #seslondon

Property Details Photo Layout Is The Winner

2 . 28%Increase in conversion

London | 20–24 Feb, 2012 | #seslondon

Streamline Checkout

• Remove Unnecessary fields and steps• Test one-page flow• Remove links from checkout header• Provide phone number• Remind customer what they ‘re buying

London | 20–24 Feb, 2012 | #seslondon

Chameleon: Redesigned Search Results

Three Main Takeaways

1. Stickiness on transactional sites should focus on increasing conversion. Not time on site.

2. Focus on the user experience. Make it easy for users to accomplish their goal and they will stick around.

3. Be transparent about what you are offering.

London | 20–24 Feb, 2012 | #seslondon

Thank You!

Jeff SlipkoExpedia Affiliate NetworkTwitter: jslipko