Lead funnel analysis for hospitality

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[Music] in our third and final example for our conversion patterns analysis I will show you a third version of the report which is basically product performance report more specifically we will work with days in advance report what we found out previously so in step one on the macro trends we found out that we have issues on the UK market in January and February 2018 period in addition we found out that there is in the booking final performance report we found out that the issue happens after the second and third step in the booking funnel then we moved to the search performance report and we found out that in this period January February 2018 the people from the selected market the problematic market the UK market are looking far more in advance than they usually do what we'll try to do is we will try to confirm this in the booking product booking performance report and see if this search also reflected in the actual bookings what we can see here is the sample days in advance report but for all markets so what I'll do first is I'll see if these strengths on how the booking trend somehow changes for our UK market I'll select the UK britain market and i see right away that there is a change in booking in advance report so there is a bigger spike a bigger gap in January in February for this selected market which confirms our assumption but as we explained also in our blog post article about conversion optimization in analysis is that as you progress with your analysis you need to further you need to add further segments to see if the patterns change based on the segments what we will do here is we will introduce additional segments which is basically new versus repeat customer segments you can do that on your booking performance not on your server usually because you don't have the data or you only have the data for the logged in users based on the booking data you can do this quite easily so what I will do here is I will try to see if this basically advanced purchase changes for our segments of returning and new customers let me see first for the returning and for the new customers and select the new customers and I can see the new customer actually booked even more in advance so the metric for booking in advice for january/february jumped to almost 55 days in advance if I see the same metric for the existing customers I can see that this booking in advance is much less so what if I return back to the new customers what I can what insight can I get from this report is that basically the new customers that are exploring new destinations from the UK market are trying to book quite far in advance for our and for our products and because we had a drop in conversion we can assume that we are pricing our marketing campaigns or not aligned with this with this with this data and this insight so what the actions can we take based on this for next year January and February for the UK market we can plan some earlybird campaigns for the summer bookings you can adjust the CPC campaigns budgets so we can structure the budget too to maximize to maximize in this January in February 2013 period we can adopt the ads our campaigns in CPC ads on the AdWords ads on the other display banner ads we can adapt the messaging for the January and February promotional campaigns to promote booking in the June June July August period we can even if the if this segment is significant and the gains pay off we could even do the cost of booking final experience you this period and adjust the booking funnel searches to search for much more in advance [Music]