VRM Intel Winter 2020

Page 66

By Paul Hanak, Digital Marketing Director, InterCoastal Net Designs

Abandoned Bookings Are PMs Losing Potential Customers during the Checkout Process?


a rt abandonment. Such an ominous term. No company can really and truly get in the mind of consumers during their shopping experience. Amazon isn’t completely sure why a new cooking spatula was left in a consumer’s shopping cart, nor do they know whether the consumer plans on purchasing it in the future. They also don’t know if the consumer purchased it elsewhere for a better price. All they know is that it wasn’t purchased from them at that time.

1) Property Display Page

Understanding the Property Management “Cart”

Search Results Page

Property Display Page

Where users see what inventory you have available with the dates they entered.

Information about the individual property, including photos, reviews, calendar, pricing (limited), and the BOOK NOW button.

One thing is certain: they try unbelievably hard to get the consumer back to buy, no matter the reason for leaving.

Let’s be clear. Our websites do not have a cart. A website visitor can’t add multiple items and check out in bulk like they can with a normal shopping cart. It’s one vacation for each transaction. A single “checkout” process.

All vacation rental websites have two key pages for booking a reservation online: 64

VRM Intel Magazine | Winter 2020

The property display page has all the photos, availability calendars, and guest reviews as well as that giant (it better be giant if you want a good conversion rate) BOOK NOW button for each individual property.

2) Checkout Page

The checkout page is where personal info and credit card information is collected. This is also the page that gives the breakdown of rates and options for travel insurance. This page (even if it is broken down into “steps”) is the closest we get to a shopping cart.


Checkout Page Considered the “Cart”. Where users enter their credit card information. Also normally includes the final rates with fees, including travel insurance.

Booking Confirmation Page All done! User has booked the property and is on their way to happiness.


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