In the first partner update of 2013 we promised to keep you informed and updated with what's going on here at Superbreak, to ensure we keep that promise, here' the second edition of the 2013 partner update. This month's edition includes details of forthcoming changes to the website, these changes form part of our on-going efforts to improve conversion. There's also an update for the recently launched mobile optimised site and May Bank Holiday insights and offers.
Read on to find out more information on this month’s issue....
Regards, The Superbreak Partner Team
In our on-going efforts to improve conversion, this week will see a new look hotel details page go live on the site, with two very visible changes:
1. Improved prominence of the map on the hotel details and availability search results pages
2. Thumbnail view of images added onto the Hotel Details page
The objectives for both changes is to improve conversion, our thinking behind the planned changes are:
Improve the prominence of the map: Statistics show that users who view the map from the hotel details page convert almost 400% higher than those who don’t. However, only 14% of users of users actually view the map. In addition to this, data also shows that users who view the map from the location search results page convert at a rate 91% higher than those who don’t, however just 2% of users actually view the map.
It is thought that once the map has a more prominent place on the hotel details pages and hotel search results page, not only will the number of users viewing the map increase but the conversion rate of the page will also increase.
Add thumbnail image to hotel details page: Existing data shows that users viewing images or scrolling through the images on the site convert at a rate of 124% higher than those that don’t, yet only 19.6% of users view more images. The main way in which we hope to achieve this is by visually displaying more images (at a smaller/thumbnail size) on the hotel details page, to make it clear there are more images for users to view.
Our conversion team will conduct analysis of this deployment at 4 weeks & 12 weeks from going live, so we’ll be sure to distribute the results to you.
The Superbreak.com mobile website and partners
We’ve now been live with the mobile website since late January. Phase 1 of our mobile delivery plan included Hotels, Theatre Breaks and Vouchers. Our goal was to enhance the customer experience and to deliver an engaging, fast, simple and intuitive mobile website.
Initial results are highly encouraging for both superbreak.com and affiliates.
- 78% of bookings are for hotels with a highly encouraging 17% for theatre breaks with booking values of £350 regularly achieved, vouchers bookings account for 5%.
- 19% of bookings have come from a wide and varied range of affiliate partners.
- In terms of engagement, we have experienced a great response from users. Customers are visiting an average of 25% more pages than before we optimised the site.
- Lead-times are shorter than via the desktop site with almost 50% booked within 0- 14 days of departure.
We are now researching which is the next group of products we’ll launch via the mobile web and you can be rest assured all functionality will be available for our partners. We’ll update you in early summer.
May Bank Holidays - Monday 6th & 27th
Now that Easter is well and truly over, our marketing efforts are to focus on both May Bank Holidays weekends.
We know that 82% of last year’s visits to the May Bank Holiday page came within 4 weeks of travel, whilst majority of bookings were made within 7 days of each weekend, giving us a very clear indication that customers are looking for both, inspiration and to seek out the best deals. If you haven’t already diverted your attention to May Bank Holiday, now would be a great time to do so, and as always, to help you we’ve included a small selection of offers valid over the first bank holiday weekend:
Make the most of the three day weekend in the Capital, prices from £25pppn.
Let someone else do the cooking this bank holiday and treat yourself to 2 night break with dinner, prices from £45pp
Save yourself time and money this Bank Holiday with a 2 night super saving rail break, from just £100pp
Enjoy glitz and glamour of the West End or take in a show closer to home with our range of theatre breaks, from just £58pp
Take the family on a thrill seeking fun packed short break this bank holiday, prices from just £205 per family of 4
Overseas City Breaks
Discover Europe’s top cities on a flight & hotel city break this May Bank Holiday.
And remember: In the run up to both Bank Holiday weekends each partner offers email will be 10 of our best offers & short break ideas. Watch out for the first of these on Thursday!
Please remember to replace !!!id!!! with your own affiliate ID.
Michelle Bruce, Superbreak
Marine de Mascarel, Affiliate Window