Travel Trends – TripIt, Click Here

Tripit – Travel planning service Tripit has entered into beta testing, allowing consumers to try out the new service. Tripit does not actually allow you to book travel, rather it organizes all of your itineraries, schedules and travel plans into one, easy-to-read page…all you have to do is email you confirmation emails to Tripit and allow it to create the page. As one report said, this is the first hint of a semantic web (I will explain what that means another time).

Click Here – or don’t. A very interesting study from Marketing Sherpa on which type of ‘click here’ text actually makes people click. Using a quick A/B test, they came up with these results:

…As in many tests, not all of the answers to our questions were clear cut, but the most important ones were. For example, we discovered that the incumbent, “Continue here …,” wasn’t doing our clickthrough rates any favors (well, so much for going with your gut).

Here were the differences in clickthroughs:
“Click to continue”: 8.53%
“Continue to article”: 3.3%
“Read more”: (-)1.8%

With these results, we had a strong feeling that the front-runner, “Click to continue,” would win in the A/B test, and it did — producing 3.5% more clicks than “Continue to article.” Needless to say, we immediately switched the words in our link in all of our newsletters…

An excellent reason to test the effectiveness and content of your interactive marketing campaigns…even the smallest words can make a big difference.

Comment? @travel2dot0 or email.