Anatomy of Upsell
E-commerce is the lifeblood of today’s travel industry, with some sources predicting digital travel sales will account for more than $676 billion in 2018 alone. But despite all of the industry’s incredible e-commerce success to date, today’s travel industry is leaving some serious money on the table. The truth is that the moment of purchase is not the end of the customer journey: it’s actually the beginning. That’s because the travel industry has an opportunity to rethink its use of purchase confirmation pages, transforming them from a tool to merely communicate information, into a powerful merchandising asset that entices consumers with customized and relevant offers, makes their journey more enjoyable, and deepens the brand’s long-term connection with their guests. This strategy relies on a simple truth, drawn from consumer psychology, which is that shoppers are already in a hyper-positive buying mindset when they complete a purchase. The endorphins generated by this activity makes them much more receptive to additional offers than they might be otherwise. But not enough brands seem to be capitalizing on this insight. How can travel brands take better advantage of consumers’ buying mindset in the transaction moment, transforming their confirmation page experience to capture more value and delight their customers? To do it, they’ll need to rely on an emerging collection of e-commerce best practices. These strategies, already used by some of today’s most forward-thinking travel brands, suggest several key themes, including a balanced emphasis on both short-term AND long-term business goals, a renewed focus on understanding individual customer needs, and more consistency in the design and display of e-commerce experiences throughout the purchase process. We’ll examine these themes in more detail in “The Anatomy of the Upsell: Making the Most of Travel Transaction Moments.