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Unraveling the challenges of measuring your resort’s conversion rate.

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Every year as Inntopia Insight approaches I start making a list of topics that keep coming up in the resort marketing world.

Last year, for example, was writing. I had been asked a half-dozen times leading up to the conference how I was able to crank out so much content for SlopeFillers in so little time. So, I took some time to organize my thoughts and shared my approach in a session.

This year, that topic is conversion rate.

Conversion Rate
Over the last 3-4 weeks this metric has come up over and over again.

  • I’ve have people ask me if theirs is good
  • I’ve seen someone claim theirs is amazing when it was actually average
  • I’ve seen a hotel think theirs is bad when it was actually good
  • I’ve had marketers wonder if they’re measuring it right

Than, as I was debating whether this was the right topic to cover, I got another email from a friend wondering if the number someone was claiming to be their conversion rate was actually possible.

My response was simple:

“When you look at their site and how they’re (likely) measuring it…it’s totally possible, but it doesn’t mean it’s good.”

And then I stopped dragging my feet, decided this was the topic I was going to address at Insight Online, and put my name on the agenda.

May 26 @ 2pm ET
It’s a topic that seems sticky, but it’s really not as bad as you think once you understand what influences conversion rate and how that varies across resorts and booking engines and websites.

It’ll go down on Wednesday, May 26 at 2:00pm ET and I’d love for you to join. If you can’t make it, register anyway and it’ll send you the recording when it’s over:

The conference is free for resorts, hotels, tour operators, and DMOs, so feel free to check out the rest of the agenda as well. There will be a handful of marketing sessions about everything from SMS campaigns to Facebook Ads:

Hope to see you there.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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