visiteurope.com Getting to know our visitors Setting up, managing and tracking the visitors

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visiteurope.com - Getting to know our
visitorsSetting up, managing and tracking the
visitors
Limassol, European Tourism Forum 16 November
2006
Karine Bruère ETC Online Marketing Manager
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Index

• visiteurope.com in its context
• Who are the visitors?
• The statistics from various perspectives
• Most visited sections
• Overall
• Per target market
• Most visited countries per target market
• Internal Search engines
• Polls
• Pay per click campaigns
• Future activity to help us know our customers
  better

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The visitors

• visiteurope.com addresses the global public
• More than 50 () come from our main target
  markets (USA, Canada, Brazil and Japan) of which
  38 are from the USA.
• 85 of our visitors are new visitors to the
  portal
• 50 come from search engines of which 90 come
  from Google
• They visit an average of 3,5 pages
• 68 of them stay between 0 and 5 minutes on the
  portal

() Sitestat figures
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Prehome page Selection of Target Market
Home Introductory Text, Map, 2-3 current news
reports, 1 experience item, Advertising banners,
1 Hot Deal, Top 3 events, Newsletter
registration, Access to Services (Currency
Converter, Weather, Flight search), Access to
Travel Planner, Quick Poll, NTO ListLink
Experience
Where To Go
Accommodation
How to Travel
Useful Information
Virtual Europe
Tools
visiteurope.com A full sitemap
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Most visited sections of the portal
() Sitestat figures YTD End of Sept 2006
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Most visited sections of the portal per target
market (1/2)
() Sitestat figures YTD End of Sept 2006
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Most visited sections of the portal per target
market (2/2)
() Sitestat figures YTD End of Sept 2006
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Most visited countries per target market (1/3)
() Sitestat figures YTD End of Sept 2006
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Most visited countries per target market (2/3)
() Sitestat figures YTD End of Sept 2006
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Most visited countries per target market (3/3)
() Sitestat figures YTD End of Sept 2006
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Internal Search engines

• Visiteurope.com features 3 types of search
  engines
• Simple search
• Advanced search
• Semantic search (not yet active)
• All searches scan both the visiteurope.com and
  the National Tourist Organisations websites
• In the past 6 months, an incredible 20 of the
  searches were on just one word Mozart. Rest of
  the searches were mainly country specific
• Searched keywords are very good indicators of
  what our visitors are trying to find on the portal

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Polls

• Do you travel in Europe as a family, with your
  spouse/partner only, with friends, or alone?
• Have you ever visited Europe before?
  
• How did you find visiteurope.com?
  
• How many countries do you plan to visit on your
  next trip to Europe?
• How many European countries have you visited in
  your lifetime?
• How many times have you been to Europe ?
  
• How much do you like the new look and feel of our
  portal ?
• How much time will you spend in Europe on your
  next trip to the continent?
• If you used a travel agent to prepare your trip,
  did they book for you?
• What do you like most about visiting Europe?
  
• What is the reason for your visit ?
  
• What is your favourite feature of our new site?
  
• What time of the year do you like to travel to
  Europe?
• When are you planning to visit Europe?
  
• When do you plan to visit Europe?
  
• When in Europe, how do you like to travel?
  
• When in Europe, where do you mostly eat?
  
• When you make your travel arrangements do you use
  a travel agent?

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Polls

• Short polls are run on the portal home pages on a
  quarter basis.
• 3 or 4 polls are usually run simultaneously on
  each target market.
• Here are some examples on polls run through the
  portal since March
• Have you ever visited Europe before?
• Yes 394 (41)
• No 567 (59)
• How much time will you spend in Europe on your
  next trip to the continent?
• Less than 1 week 19 (4)
• 1 week 84 (17)
• 2 weeks 173 (36)
• More than 2 weeks 209 (43)

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Polls

• Some examples of polls conducted on the US
  version of the portal
• How many countries do you plan to visit on your
  next trip to Europe?
• 1 59 (13)
• 2-3 135 (31)
• 3-4 87 (20)
• 5 and more 158 (36)
• How did you find visiteurope.com?
• A friend 17 (6)
• An ad in a newspaper 68 (22)
• A search engine 101 (33)
• An ad from another website 67 (22)
• Other 50 (17)
• How much do you like the new look and feel of
  our portal?
• I love it 67 (41)
• I like it 63 (38)
• I do not like it 16 (10)
• I do not like it at all 19 (12)

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Polls

• Some examples of polls conducted on the US
  version of the portal
• What is your favourite feature of our new site?
• Flight Search 25 (30)
• How to Travel 10 (12)
• Useful Information 12 (14)
• Information on Countries 36 (43)
• What is the reason for your visit?
• Just browsing visiteurope.com regularly 61 (17)
• Planning a trip 220 (62)
• Heard there was a new version 35 (10)
• Other 37 (10)

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Pay per click campaigns

• Pay per click campaigns have been run since early
  September 2006
• Objective is to drive an extra 200.000 visitors
  to the portal
• More than 16.000 keywords in 4 languages
  (English, French, Spanish, Portuguese)
• Keywords constantly monitored to be adjusted for
  the best cost per click
• Keywords cover all visiteurope subjects (general
  travel or Europe terms, useful info,
  transportation, etc)
• Lower positions to have lower cost per click
• Number of impressions high, average click rate of
  1.2

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Future activity to help us know our customers
better

• Short term
• Conduct full surveys on the portal. Surveys will
• complement what has been gathered from the polls
• allow for more complex questions and analysis of
  the visitors
• Use an email solution to obtain detailed stats on
  the behaviour of our visitors while browsing the
  newsletter. First step to a CRM system
• Medium term
• Analyse the detailed statistics of the portal,
  polls and surveys Objective better adjust the
  sitemap to the need of the visitors
• Run more pay per click campaigns locally based on
  the outcome of the first centralized campaigns
• Long term
• Acquire a CRM systemObjective To get to know
  our visitors better and to profile them

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A Portal for Europe A new opportunity for ETC
A new level of collaboration with our
stakeholders