Thursday, March 06, 2008

PhoCusWright@ITB08: Conversions

Google’s travel leader for France, Enrique Nalda, unveiled some conversion rate figures, claiming that the stats were not a secret.

So no reason for us not to repeat them.

General conversion rates from Google for OTAs is 1-5%; airlines 5-10%; cars 10-15%. 'Immediate conversion’ – when a click is followed through to a booking without the user pausing for thought - is between 0.5% and 2.5% for OTAs.

Fellow panellist Bo Jensen, Kelkoo’s country manager for Denmark, kept quiet, although he was nodding in agreement when Nalda said that the conversion rates from search and vertical search was ‘better than affiliates, display advertising or newsletters’.

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