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Now, I know those words will sound pretty blasphemous in digital-marketing and analytics circles because we’re all taught that bounce rate is one of the most important indicators of website performance.
But is that still true? Is bounce rate as relevant to website performance as it was only a few years ago?
Well, let’s back up and talk about the definition of bounce rate: Google says bounce rate is “the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page.)”
That’s actually two definitions in one. The first part, “percentage of single-page sessions,” means the percentage of visits where the user visited only one page on the site and then left the site. But that second part, about interacting with the page, is a big part of how bounce rate has changed. That second part means you could “interact” with that one page, leave the site, and yet not be a bounce.
How is that?
Early on, bounce rate was simply that first part of the definition: users
It’s all explained in Skift’s recent article, “The Bourdain Effect: Food is Now the Leading Hook in Travel,” which appeared in a larger piece about travel industry megatrends for 2016. Those who know and love food get it. Food provides a sense of place that’s tangible and innately satisfying. Besides generally tasting good, cuisine reflects the local heritage and culture. Food-loving explorer Anthony Bourdain isn’t the first to realize this, but he’s paired food, culture and travel in an unprecedented, large-scale way.
Many cities have been shaped by their food scene (like Las Vegas) or are well-known for their deep food culture (like Louisiana), and more and more destinations are aiming to make food a centerpiece of their brand identity. This calls for another helping of culinary content.
Here are some tips for creating strong, enticing food content:
Go beyond the menu to capture a unique experience
Dining engages all the senses and is, at heart, an experience. It can be educational,
Below are three key ways for DMOs to ensure that their most important marketing channels and content connect with travelers wherever they are in the travel planning funnel, on whatever device they’re using.
Utilize Responsive Design and Cross-Device Targeting
In today’s multi-device world, users want information and data in hand faster, and they want it curated to their wants and needs. So we need to continue to deliver inspiring travel content and user-friendly planning tools across all devices.
The number of available digital devices and platforms has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. According to Ericsson’s overview of the global Internet market, 90% of U.S. households have three or more Internet-connected devices, just under half of households have five or more devices and nearly one-quarter use seven or more devices.
With these stats, we must ask ourselves: What kind of experience do we want potential visitors to have as they engage through the travel planning funnel? The obvious
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