SEO: Understanding your customer journey

Presented by Searchmetrics in the GetYourGuide Partner Forum

Full recording can be found here.

Below is the adapted version of the transcript by the speaker Bjorn Darko from Searchmetrics: 

I tried to draw a customer journey which can be a helpful template for you. On the top of the image, you see the phases Google considers in their micro moment theory then, I added some phases into it. On the left side, you see emotions and feelings, actions and actual touch points. 


The trigger is when somebody is thinking about a trip. They are motivated to book a trip by internal or external factors and they really want to go somewhere so they're starting to make a plan. Usually the emotions are very heightened because they are excited, they’re dreaming their next trip


The planning phase is where they try to identify possibilities -- where to go, how, with whom, how much can it cost etc. This is also the phase they get in contact with some touchpoints normally it's Google but it can also be discovery platforms like Instagram, Facebook or even GetYourGuide. Normally, the emotions and the feelings are going down a bit because they see so many offerings and possibilities to choose from which can be overwhelming. However, as soon as they are actually certain what to do, the emotions go up again .


The phase of preparation is booking. In the booking phase, it’s really important that you reduce all the noise. For example, a user can be shocked at the price because it can be different from what they’re researching or the booking process is so complicated. It can be really frustrating so you have to make sure there is a lean and uncomplicated process. Within this booking, make sure the payment process is seamless and the confirmation page is sent via email. 


The trip is booked and the user researches more about the trip like the weather, what needs to be packed, transportation options, etc. The emotions of the traveler during this time can be down because of traffic to the airport or the worry of potentially missing their train. As a partner, this is an opportunity for you to be there for them by explaining traffic possibilities or how to get to their hotel. Try also offering support when they are in trouble. 


Once they arrive in their accommodation, emotions are heightened once again because they can finally explore their destination. They start to experience the hotel and they will remember to start searching again in Google, Instagram or Facebook what will actually help them experience the destination. 


Then they travel back home. Their emotions are again up and down because they’re looking at transportation options and another journey to go through.


As soon as they are home, they try to remember the positive feelings about everything. They want to share the experience and as a partner, you can actually create nostalgia. 

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