Skift Take

E-Commerce is a critical driver of travel industry business success. But despite all the time spent optimizing for online sales, companies aren’t paying nearly enough attention to a critical piece of the puzzle: their booking confirmation page. Our new insights deck examines how travel brands can make better use of this under-utilized e-commerce asset.

This sponsored content was created in collaboration with a Skift partner.

We’re publishing a new Skift Insights Deck, in partnership with Rokt: The Anatomy of the Upsell: Making the Most of Travel Transaction Moments, that takes a closer look at how travel brands can make better use of an under-utilized e-commerce asset: the confirmation page.

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Today’s travel industry depends on e-commerce, 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 companies are 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.

In this report, you’ll learn about:

  • The untapped potential of travel industry e-commerce confirmation pages
  • The “Transaction Moment,” a focused window during a purchase when consumers are most open to receiving additional offers from brands
  • Industry best practices for maximizing revenue and building customer relationships using purchase confirmation pages

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This content was created collaboratively by Rokt and Skift’s branded content studio, SkiftX.

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Tags: ancillaries, digital, ecommerce, retail, transaction, upsell

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