Travel companies assess RoI for online campaigns

Ebookers has followed in the footsteps of companies like Thomas Cook and First Choice Holidays, and invested in software to interpret the success of its online marketing campaigns. The software, provided by web analysts Nedstat even allows the online agent to find out where site visitors are leaving so ebookers can do more to retain users. Nedstat marketing manager, Linda McDougall told TravelMole: “We can monitor drop-offs on the site to see where the stumbling blocks are or identify problems with navigation.” The standard price of the software, called Sitestat, is £2,750 per domain, per year, which includes training and support. The software is also used by Thomas Cook, First Choice Holidays, Bourne Leisure and Holiday Autos. “Sitestat provides the client with information in an easy to use format to help them assess whether sales and revenue is being generated from campaigns, as well as assessing the strength of the site overall” said Ms McDougall. She added: “We take it further than just measuring clicks through email campaigns and on the website – we look at the quality of clicks.” This means assessing how long the user was online, when they “dropped off” and how much they spent. Ebookers ecommerce marketing manager, Basil Hyman said: “Sitestat enables us to see exactly our RoI (Return on Investment) for advertising across the internet which means that we can tailor our campaigns accordingly.”