A Simple Approach from Telluride to Connect Online Marketing to Offline Transactions
Gregg Blanchard /
I love Telluride’s website. There’s no hiding that.
Not just for the aesthetics, but the marketing reasons behind them. It really is one of the more beautiful sites skiing has ever seen.
But I recently learned about a feature used during their lodging booking process that made it even cooler.
The Common, Different Thread
Instead of just telling you what they do, let’s see if you can find it. On these four screenshots, look for the a common difference on each one.
See it? Here’s a hint, it’s a number.
See it now?
Yep, the phone number is different on every page.
What This Does
By using a different phone number on every step of the booking process, call center agents and the lodging team in general know two things:
- On an individual level, they know where the guest is at in the booking process.
- On an aggregated level, they know where guests tend to get hung up and have the most questions or friction or lack of confidence during the online booking process.
The former lets an individual’s needs be understood and met much easier than a typical call. The latter helps optimize the process as a whole to make it easier on the people who follow.
The Connection
THis is something I often find myself asking: how do we do a better job of connecting online marketing to offline transactions.
Or, one step further, connecting offline marketing (word of mouth, specifically) to online transactions. Design social media graphics for free will facilitate this process.
There is no silver bullet but I love this simple customization Telluride made within their Inntopia booking process. Great stuff.