LITE 2016 – Turn Your Website into a Course Booking Machine [Sam Weston & Iain Brown]
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This document discusses how to integrate online course booking functionality into a website. It recommends using a WordPress plugin, web link, or REST API to allow students to purchase courses directly from the website. Integrating booking reduces costs and improves sales by allowing purchases anytime from any device. The document provides examples and argues that websites should have this capability to better market courses and reduce abandoned bookings.
LITE 2016 – Turn Your Website into a Course Booking Machine [Sam Weston & Iain Brown]
- 1. Turn your Website into a Course Booking Machine
- 3. An Introduction We’ll be available in the ‘Snug’ downstairs for 30 minutes of Q&A right after this workshop, so please save any questions for then. This workshop is being filmed and will be made available after the conference, along with the slides. Don’t forget you can book a 15 minute 1:1 Support Session (at the Support Station downstairs) if you have more detailed questions.
- 4. Learning Outcomes By the end of this workshop you will know: 1. Why you should be doing this. 2. What you need to set this up. 3. How you can add course booking functionality to your website.
- 5. Learning Outcomes By the end of this workshop you will know: 1. Why you should be doing this. 2. What you need to set this up. 3. How you can add course booking functionality to your website.
- 6. Why Integrate Online Course Booking? • Students Can Purchase Courses Anywhere… • Mobile, Tablet, Desktop! 37% of consumers are more likely to purchase on a mobile-optimized site* • …And Anytime! • 24/7, 365 days a year. • Time-zone irrelevant, sell courses while you sleep! • Lower Advertising Costs • Highly targeted, intent-based, often CPC (Cost Per Click) based. • Lower Processing Costs / Less Admin • Booking and payment – all handled online. • Better Attribution • Google Analytics and Administrate’s powerful Reporting Engine. * (ExactTarget Mobile Behaviour Report)
- 7. Marketing in the Moment Offering online course booking allows you to ‘market in the moment’. • Target customers during their ‘I-Want-To-Buy-Moments’ (Google). • Cover essentials - price, location, duration, outcome etc. • Focus on motivators and use tools like Google Trends, Industry Data or your own survey results to determine the tipping points that turn training browsers into training buyers. • Platform-specific messaging, e.g. mobile primarily information search (although conversion rates are rising) therefore brevity vital.
- 8. Marketing in the Moment But, online course booking isn’t always a simple process! • Example: Paul searches for ‘Photoshop Training’ on his smartphone during his commute home. Ignoring ‘I’m a Celebrity, Baking, On Ice’ on TV, he uses his Tablet to find out more detail after dinner. Finally, he purchases on his laptop the next day. • Use your website to provide a consistent message for Paul. Help steer his cross-device journey and ultimately, make it as straight-forward as possible for him to purchase your training. • It’s all about that ‘moment’; that opportunity to sell. • Without online booking, students may well shop around and purchase a competitor’s training.
- 9. Quick Online Booking And Payment Is Critical Top reasons for potential customers abandoning online bookings: 1.The process is too lengthy and complicated 2.Payment options don’t suit We make it as simple and efficient as possible for your customers to book onto an upcoming Event.
- 10. Our Customer Base We asked a sample of Training Organisations: “Is your Training Management system integrated with your website?” 33% did not have integrated Online Booking!
- 11. Our Customer Base In our customer base, we’ve found that those using online bookings are outperforming those that don’t. “We saw our revenues double in the 12 months following the integration of our website and Administrate. We changed nothing else in that period!” Steve Booker CEO, Kentec Training
- 12. Why? If you run a business that’s all about washing clothes...
- 13. Why? Are you going to hire more employees to wash the clothes?...
- 14. Why? Or build a machine to do it all for you!
- 15. Why? “The standard response is to expand the team and hire new staff. Actually the answer should be to invest in your system infrastructure.” Kevin Streater Director, Global Training Sales, ForgeRock
- 16. Weekly Example During this presentation, 5 students could have booked a course! 5 ● 50 Students (7 students per day) ● 250 Emails (5 emails per student) ● 12.5 hours (2-3 minutes per email) You could save nearly 2 days per week!
- 17. Learning Outcomes By the end of this workshop you will know: 1. Why you should be doing this. 2. What you need to set this up. 3. How you can add course booking functionality to your website.
- 18. All You Need Is A Website
- 19. Learning Outcomes By the end of this workshop you will know: 1. Why you should be doing this. 2. What you need to set this up. 3. How you can add course booking functionality to your website.
- 20. What are your options? • WordPress Plugin • WebLink • REST API
- 21. What are your options? • WordPress Plugin • WebLink • REST API
- 22. WordPress Plugin How many of you have a WordPress Powered website?
- 23. WordPress Plugin Don’t Have a WordPress Powered Website? Fear Not!
- 24. What are your options? • WordPress Plugin • WebLink • REST API
- 25. WebLink Drop the WebLink right into your website!
- 26. But...What if? • Have a Custom Workflow? • Want more control over the booking process? • Already have experience developing web tools? • Built your own website from the ground-up already?
- 27. What are your options? • WordPress Plugin • WebLink • REST API
- 28. REST API • We have a modern, powerful and secure REST API which supports the standard HTTP calls of GET, POST, PUT and DELETE to execute different operations. • REST APIs are built on top of the same concepts and technologies that power the web. • As it’s the standard - any programming language that supports HTTP requests!
- 30. WordPress / Weblink Advantages from user point of view: • Quick • Easy • Intuitive
- 31. REST API Brief Overview Walk through an example of what you can do with Courses
- 32. What are your options?
- 33. Summary Why have a website? • Visibility. • Accessibility. • Low Cost Advertising. • Sales. • Automatic process.
- 34. Summary How easy is it? Very!
- 35. Summary We make it as simple and efficient as possible for your customers to book onto an upcoming Event, avoiding abandoned bookings! Sell more Courses with Website Integrations.
- 36. Build A Washing Machine!
- 37. Further Reading • For more on Google’s ‘I want to buy moments’ - https://www.thinkwithgoogle.com/articles/i-want-to-buy-moments.html • Get started with digital marketing with our ‘Supercharge Course Sales’ series - http://www.getadministrate.com/blog/ • Discover more about Administrate Website Integrations - http://www.getadministrate.com/website-integrations/ • Download the WordPress Plugin - http://www.getadministrate.com/support/wp_plugin/#download
Editor's Notes
- #13: If you run a business that’s all about washing clothes...
- #14: If you run a business that’s all about washing clothes...
- #15: Or build a machine to do it all for you!
- #16: Or build a machine to do it all for you!
- #19: I was thinking either of having a screenshot of the URL / the website itself here
- #30: Once an Opportunity has been converted, their recorded interests and quotes should be honoured.