2009 Focus Group Research
Getting closer to our visitors
In Aug/Sep 2009 Visit Somerset employed expert consultants Tickbox Marketing and Kevin Redpath to carry out some usability testing and focus group research with potential visitors and users of www.visitsomerset.co.uk.
The principal aim being to gain a deeper understanding of what it is users of the website are looking for and how they actually use the site (not how we think they use the site!).
The results could help you decide which listing to take on Visit Somerset in 2010. Find out how to advertise on Visit Somerset...
See What Users Said
Take a look at what some of the participants had to say about what they are looking for in a destination website...
A few quotes
"I want to see the hotel, look at pictures of the room, the pool etc"
"If it is high season, you can't just turn up somewhere...,
so I use destination sites to check availability and book."
"I would say special offers were more of an influence than the destination"
"I've changed my choice of destination because of special offers"
"Videos can help bring a place alive"
"It (videos) shows they are not trying to hide anything"
"I use sites like Visit Somerset to find availability, price and reviews for accommodation I like the look of"
Methodology Used
Participants were invited to take part in the research based on their suitability to fit into 3 of our key target markets:
- Families / Mothers
- Active Retired
- 28-40 yrs Leisure Seekers with no children
The activities that they took part in within their respective groups included: a questionnaire, group user testing, individual user testing, card sorting and focus group discussions.
Key Findings
(1) Destination Management Websites, like Visit Somerset are primarily used for researching an area prior to booking.
(2) Key information users expect to find include:
- Reviews - unbiased ones rather than testimonials
- Attraction information - opening times, location etc.
- Price and availability of accommodation
- Special Offers
- Images and Videos of the area
(3) Special offers are a key deciding factor for many users.
(4) Users primarily use the top level navigation or featured boxes to decide where to navigate from the homepage.
(5) Videos and high quality images of an area were seen as positive factors in helping make holiday decisions.
(6) Images, location, facilities, price, grading and description were seen as the most important items of information for accommodation pages.
(7) Most users researched and booked holidays either at the beginning of the season, or the month before going on holiday.
(8) Users were strongly receptive to receiving monthly or quarterley email newsletters - We currently send e-newsletters to 12,500 people.
(9) Last minute deals and special offers were the most important incentives for signing up for newsletters.
(10) The main site search is used as a key means of looking for accommodation, but currently does not work effectively.
(11) Users want a high level of customization of accommodation search results.
(12) Users want to be able to conduct accommodation searches relevant to the information page they are on. For instance, if looking at a page about Wells, the ability to then search for accommodation in Wells would be welcomed.
(13) Being able to shortlist properties speeds up the booking process.
(14) Key top level navigation links were:
- Home
- Accommodation
- Things to See and Do
- Planning Your Trip
- What's On When
- Special Offers
Lessons for the future
The results from the Focus Group Research is now helping us in improving and developing the website for the future.
In Feb/Mar 2010 we will be launching a new 'look and feel' Visit somerset website. The site will incorporate many of the findings from the research, and will include improved product pages (e.g. the way in which we display your business information), search functions, special offer & themed sections and more.
