Foreign Perspectives

Archive for the ‘Listings’ Category

Sometimes the upgrades that appear the most complicated turn out to be the simplest in the end and so it was with an upgrade to our listings sites which I’ve been putting off for ages.

What it does is to allow the properties listed to specify exactly which facilities that they offer from air conditioning to swimming pools.

At first glance it looked like it would be quite difficult to do but that first glance was clouded by having seen how other accommodation listing places do it. Every single one seemed to go out of their way to make it complicated by adding tickboxes and dropdowns at every turn and even then they don’t always get it right. For example, one place we’re listed with let’s you say that you take pets but if you say that you don’t then it doesn’t say anything at all about it on the website.

In fact, many of the options are like that. It’s often the case as with the pets that you would want to explicitly say that you don’t take them but, for marketing reasons, most hotel listings sites only list positive options so, for example, they’ll say that you have a swimming pool but won’t say anything if you don’t. That’s fine for the swimming pool option but not so for the pets one where you need the negative stagement to be displayed.

Anyway, with that in mind my implementation gives the owners the choice about including the negative information where appropriate.

Next up is the search facility for that but fortunately that looks like it will be relatively easy to do and in any case the existing search function will also work on the facilities list albeit taking a few days for google to pick up the new content if you change something.

I managed to get the various listings sites fully integrated in their new home just in time as I’ve just had a couple of requests for upgrades to the sites.

Back when they were all in separate places, the small amendment that I did this morning to add click-throughs on all the photos of properties would have meant several hours of work checking that I’d applied the amendments properly in each of the separate sites. This morning just one file needed to be amended and it was done across all of the sites at a stroke.

The next one up is more of a task though and it’s one that I’ve been mulling over for quite a while. Essentially it’s adding the ability for each property to specify the facilities that they provide for the guests. Sounds simple but the list of facilities is rather long by the time you consider that in addition to the pool, there’s things like flatscreen TVs, DVD players, hifi systems, saunas, steam rooms: you name it and somebody is sure to have it. Not only that, but somebody else is likely to have something that you’ve not even heard of never mind considered adding it to the potential list of facilities.

Now I could do it in the very fixed way that a lot of sites go for but that seems to be asking for trouble in the long run. Much better, in principle, to have a popup list I think and that’s easy enough. What I’ve not thought about yet is actually storing the information in the database nor for that matter how the owners might go about entering it. Still, ’tis time to do that bit of thinking I suspect before the list of little requests gets too long.

Although you can usually assume that you’ll get around a 1% return on any marketing that you send out, now and again you can get a much better response if you happen to hit on exactly the right message and target it at exactly the right group of people at exactly the right time.

The message that you use is the one variable that you have a great deal of control over and it’s worthwhile running a test of each marketing e-mail that you plan to use in your campaigns before you send the mail to everyone on your mailing list. By testing on a small group you have the chance to modify the text and get a better feel on the level of response that you might expect which in turn let’s you stage the mailing appropriately.

Unusually for us, we decided to short-circuit that process and just send out a brand new e-mail to our latest mailing list without any prior testing which has resulted in a certain amount of chaos in the last 24 hours.

For a start, the e-mail was unexpectedly attractive to the target audience which resulted in the webserver slowing to a crawl almost immediately after the e-mail went out. The volume of people looking at the site was so great that within a few hours we used up as much bandwidth as we normally do in two days. This in turn reduced the take-up as it was so slow at times that the signup form was timing out for some people. Finally, the responses coming through were so many that it looks like it will take us an entire day to process them all.

And all this for an e-mail that was sent out in what would ordinarily be a time of week that would produce quite a low immediate response rate for us!

I think in future we’ll make more of a point in testing any new messages that we issue.

Over the last couple of years we’ve watched our very own French gite listings site slowly but surely climb the ranks in the search engines.

Now that it’s a middling size site, roughly comparable to the likes of VisitFrance in size it’s great to see that it’s sitting right there in the middle of all the fully commercial sites and, moreover, often towards the top of that list.

What’s confusing though is quite simply: why? After all, several of those commercial sites are spending quite serious amounts of money in promoting their site whilst we spend very little comparatively speaking. We know for a fact that at least one of the middle ranking sites (which we rank much better than) was spending around £3000 per year on marketing up to a year or so ago.

Confusing too is how come we’re not innundated with applications to list on our site in that we charge a maximum of £29 whilst comparable sites are charging around the £100 mark and, for that matter, we even offer a “free forever” listing too whereas others limit their free period to six months.

One of the more interesting things that came up when I was in discussions about buying a commercial holiday accommodation listings site a year or so ago was the level of turnover in the properties listed on it.

Would you believe that the renewal rate of property listings is around 50-70%? Think about it: that means that there is pretty much a complete change in content of the listings sites every two or three years.

The turnover is presumably at the higher end of the range of the scale for smaller sites (say around 500 entries) but even then that means that they need to attract around 250 new entries per year merely to replace those that don’t renew which in turn means around 25, 000 e-mails to do that for the small sites (assuming a 1% return on marketing). For a large country-specific site (say around 2000 entries), the dropout % is lower but the absolute number of dropouts is higher at around 700 thus requiring something like 70,000 e-mails (assuming a 1% return on marketing).

Those stats are particularly interesting to me in that my own dropout rate is made up of those getting out of the business and is therefore somewhat lower at around 1%. This in turn means that, slowly but surely, I will become one of the larger listings sites. I’ve already caught up with the scale of that listings site that I was going to buy and hope to finish the year with around twice the number that they had when I was looking at them.

With that extra scale comes extra hits on the site and I’ve needed to upgrade the hosting package I use three times since Christmas as a consequence of that jump in size since Christmas a year ago. This, of course, means extra bookings for all those listed on the sites too.