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Travel site benchmarks

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Subject:  Travel site benchmarks
Author:   Alex Chudnovsky:   view profile | all posts by this author | add to favourites
Date:   15:25:13 5 September 2003
 
I'd aslways ask about methodology used to calculated conversion - variance is huge! The following may affect conversion significantly:

* is it unique visitors or visits (sessions) or something else

* how the above terms are actually defined: IPs, logged in users etc

* what is considered a transaction: all placed, after fraud check, actually shipped, not returned & refunded etc

I would not trust a single figure on its own from source who has self-interest in making sure that this figure looks the most beneficial way for that source.

My current preference is as follows:

Conversion = Placed Orders / Unique Visitors * 100%

Unique visitors are unique combination of IP + OS + Browser
 
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  • Travel site benchmarks, L Fisher, 4 Sep 14:11
    Hello I have read your Marketing Benchmarks document and found it has become essential for my work. I was wondering if anyone has figures for Travel sites conversion rates. I ...
    • Travel site benchmarks, tomb, 5 Sep 11:45
      Of the speakers I have hear at various travel conferences in recent years most talk of conversion rates between 5 and 15%. The marketing medium, relevance, content, degree of perso ...
      • Travel site benchmarks, Alex Chudnovsky, 5 Sep 15:25
        I'd aslways ask about methodology used to calculated conversion - variance is huge! The following may affect conversion significantly: * is it unique visitors or visits (ses ...
    • Travel site benchmarks, purple, 5 Sep 15:07
      With respect to travel site statistics, it takes a bit of effor to find out much as most travel companies do not openly state what these are, also I suspect each company has a diff ...
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