Google industry head for travel, Anna Sawbridge, says the “see, think, do, care framework is a useful place to start” to fix these issues because it focuses on the customer. The point is that consumers are coming to websites looking for different things as well as coming from different places. “When customers land on our digital assets they aren’t all in the same state of mind. 4% is a fairly average conversion rate on travel sites but that means 96% of people do not want to convert. So, what are they doing on your site? “They’re not all turned off by a bad conversion experience. Some are there for something else.” Get the full story at Tnooz