A few weeks ago eConsultancy published the first half of my in-depth look at how Expedia converts visitors into customers.

Part one looked at traffic from organic search and direct type-ins, while this article concludes my analysis with a look at traffic from PPC and social (organic and paid).

Let’s begin…

Scenario #3: Organic social media traffic

The Situation

Our Texas man now decides to skip Google search altogether. Instead, he casually browses Twitter for news and a bit of travel inspiration.

That’s when he stumbles upon this tweet from Expedia:

expedia tweet

And lands on this page:

expedia viewfinder

How does Expedia turns this visitor into a customer?

Let’s find out.

The landing page

On Expedia’s Twitter profile, the homepage advertised isn’t Expedia.com; it’s viewfinder.expedia.com – Expedia’s travel blog.

expedia viewfinder

There are no direct prompts, pop-ups or links to turn traffic from the blog into customers. Instead, the blog is focused more on building the Expedia brand.

Landing on the blog, you see that there’s a separate tab for “Destinations”. One of the destinations listed here is New York City:

expedia travel blog

Clicking on this link in the dropdown menu, you see a list of blog posts for different things to do in NYC:

blog post for new york city

Note that there still isn’t a call-to-action here – the goal of this blog is to educate and entertain users, not to push them products.

Once you click on a blog post, however, you see two things:

1. A hotel deal highlighted in the sidebar (although for some reason, this post shows a deal for Salt Lake City, not New York City).

2. A link to ‘New York City’ within the first paragraph of the post.

expedia link to new york city

Selecting a flight

If you click on the ‘New York City’ link in the blog post, you’ll land on the flight booking page:

expedia selecting a flight

Two things to note here:

  • The default landing page is “Bundle Deals”, not flights or hotels.
  • The landing page title is “New York Vacations”.

Expedia assumes that since the user is coming in from the blog, he is looking for vacation packages and not just a separate hotel/flight deal.

Read rest of the article at eConsultancy