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visiteurope - Getting to know our visitors Setting up, managing and tracking the visitors

visiteurope.com - Getting to know our visitors Setting up, managing and tracking the visitors. Limassol, European Tourism Forum – 16 November 2006. Karine Bruère ETC – Online Marketing Manager. Index. visiteurope.com in its context : Who are the visitors?

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visiteurope - Getting to know our visitors Setting up, managing and tracking the visitors

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  1. visiteurope.com - Getting to know our visitorsSetting up, managing and tracking the visitors Limassol, European Tourism Forum – 16 November 2006 Karine Bruère ETC – Online Marketing Manager

  2. Index • visiteurope.com in its context: • Who are the visitors? • The statistics from various perspectives • Most visited sections • Overall • Per target market • Most visited countries per target market • Internal Search engines • Polls • Pay per click campaigns • Future activity to help us know our customers better

  3. The visitors • visiteurope.com addresses the global public • More than 50% (*) come from our main target markets (USA, Canada, Brazil and Japan) of which 38% are from the USA. • 85% of our visitors are new visitors to the portal • 50% come from search engines of which 90% come from Google • They visit an average of 3,5 pages • 68% of them stay between 0 and 5 minutes on the portal (*) Sitestat figures

  4. A to Z Directory Feedback Tell a friend TravelPlanner Activities Countries Countries Getting around • Accommodation categories • Airport • Backpacking • Bank & Public Holidays • Cell Phones • Climate • Conversion • Currency Exchange • Customs Regulations • Drinking Restrictions • Electricity • Emergency Numbers • European Languages • Food & Drink • Gas • Health Tips & Medical Aid • Internet Access • Money • Motor Vehicle • Opening Hours • Passports • Pet import • Postal Service & Telephone • Public Transportation • Recipes • Safety & Security • Shopping • Speed Limits • Taxes • Time zone • Tipping • Toll stickers • Travel Insurance eCards Calendar Nature Cities By Plane Image Gallerie Climate Culture Pan European Regions By Train Webcams Currency Converter UNESCO Eur. Heritage By Car Downloads Events By Boat Flight Connect. Routes To Explore Newsletters Special For Weather About ETC Credits FAQ Legal information Place an Ad Prehome page Selection of Target Market Home Introductory Text, Map, 2-3 current news reports, 1 experience item, Advertising banners, 1 Hot Deal, Top 3 events, Newsletter registration, Access to Services (Currency Converter, Weather, Flight search), Access to Travel Planner, Quick Poll, NTO ListLink Experience Where To Go Accommodation How to Travel Useful Information Virtual Europe Tools visiteurope.com A full sitemap

  5. Most visited sections of the portal (*) Sitestat figures – YTD End of Sept 2006

  6. Most visited sections of the portal per target market (1/2) (*) Sitestat figures – YTD End of Sept 2006

  7. Most visited sections of the portal per target market (2/2) (*) Sitestat figures – YTD End of Sept 2006

  8. Most visited countries per target market (1/3) (*) Sitestat figures – YTD End of Sept 2006

  9. Most visited countries per target market (2/3) (*) Sitestat figures – YTD End of Sept 2006

  10. Most visited countries per target market (3/3) (*) Sitestat figures – YTD End of Sept 2006

  11. Internal Search engines • Visiteurope.com features 3 types of search engines • Simple search • Advanced search • Semantic search (not yet active) • All searches scan both the visiteurope.com and the National Tourist Organisations’ websites • In the past 6 months, an incredible 20% of the searches were on just one word “Mozart”. Rest of the searches were mainly country specific • Searched keywords are very good indicators of what our visitors are trying to find on the portal

  12. Polls • Short polls are run on the portal home pages on a quarter basis. • 3 or 4 polls are usually run simultaneously on each target market. • Here are some examples on polls run through the portal since March: • Have you ever visited Europe before? • Yes: 394 (41%) • No: 567 (59%) • How much time will you spend in Europe on your next trip to the continent? • Less than 1 week: 19 (4%) • 1 week: 84 (17%) • 2 weeks: 173 (36%) • More than 2 weeks: 209 (43%)

  13. Polls • Some examples of polls conducted on the US version of the portal: • How many countries do you plan to visit on your next trip to Europe? • 1: 59 (13%) • 2-3: 135 (31%) • 3-4: 87 (20%) • 5 and more: 158 (36%) • How did you find visiteurope.com? • A friend: 17 (6%) • An ad in a newspaper: 68 (22%) • A search engine: 101 (33%) • An ad from another website: 67 (22%) • Other: 50 (17%) • How much do you like the new look and feel of our portal? • I love it: 67 (41%) • I like it: 63 (38%) • I do not like it: 16 (10%) • I do not like it at all: 19 (12%)

  14. Polls • Some examples of polls conducted on the US version of the portal: • What is your favourite feature of our new site? • Flight Search: 25 (30%) • How to Travel: 10 (12%) • Useful Information: 12 (14%) • Information on Countries: 36 (43%) • What is the reason for your visit? • Just browsing visiteurope.com regularly: 61 (17%) • Planning a trip: 220 (62%) • Heard there was a new version: 35 (10%) • Other: 37 (10%)

  15. Pay per click campaigns • Pay per click campaigns have been run since early September 2006 • Objective is to drive an extra 200.000 visitors to the portal • More than 16.000 keywords in 4 languages (English, French, Spanish, Portuguese) • Keywords constantly monitored to be adjusted for the best cost per click • Keywords cover all visiteurope subjects (general travel or Europe terms, useful info, transportation, etc) • Lower positions to have lower cost per click • Number of impressions high, average click rate of 1.2%

  16. Future activity to help us know our customers better • Short term • Conduct full surveys on the portal. Surveys will • complement what has been gathered from the polls • allow for more complex questions and analysis of the visitors • Use an email solution to obtain detailed stats on the behaviour of our visitors while browsing the newsletter. First step to a CRM system • Medium term • Analyse the detailed statistics of the portal, polls and surveys Objective: better adjust the sitemap to the need of the visitors • Run more pay per click campaigns locally based on the outcome of the first centralized campaigns • Long term • Acquire a CRM systemObjective: To get to know our visitors better and to profile them

  17. A Portal for Europe :A new opportunity for ETC… A new level of collaboration with our stakeholders

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