Efteling.com came out a winner, in one of the first researches that have been performed by WUA’s renewed Digital Sales Scan. This research, targeting at consumers looking for a day out was conducted among 200 consumers. They have been asked to orient themselves online through desktop with days out for children with an age range between 7 and 13. With a Digital Sales Score of 23, Efteling.com leaves both ANWB.nl and DagjeWeg.nl in the dust.
Digital Sales ScoreStudy: Day TripMeasurement date: September 2018Country: Netherlands
- 1 Efteling.com 23
- 2 ANWB.nl 21
- 3 DagjeWeg.nl 21
- 4 VakantieVeilingen.nl 18
- 5 Spoordeelwinkel.nl 18
- 6 DagjeWegTickets.nl 17
- 7 DagjeUitactie.nl 15
- 8 Dolfinarium.nl 14
- 9 DiergaardeBlijdorp.nl 13
- 10 ActievandeDag.nl 13
- 11 dagjeuit.nl 13
- 12 BeekseBergen.nl 11
- 13 Wildlands.nl 11
- 14 Walibi.nl 11
- 15 Dagjeuitmet.nl 7
- 16 Uitjes.nl 7
- 17 Duinrell.nl 3
- 18 Ticketveiling.nl 1
- 19 Wattedoenin.nl 0
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital Sales Score: this shows howefficient and effective a website is in keeping his visitors.
- Highest total score
- Highest score on device
Dagjeweg.nl, ANWB.nl and VakantieVeilingen.nl higher findability in 2018
In 2016, mostly Efteling.com and DagjeWeg.nl showed up when consumers oriented themselves with a day out. These companies were found online through no less than 72% of the interviewed consumers. DagjeWeg.nl is holding on to its high findability, for in 2016 its score came down to 41%, which has increased to 44% right now. This happened at the expense of Efteling.com, who’s findability has decreased to 28% compared to 31% in 2016. Providers such as ANWB.nl and VakantieVeilingen.nl have also increased in findability compared to other years.
ANWB.nl reached a findability of 26%, which is a 10% increase compared to what they had in 2016. VakantieVeilingen.nl’s findability stays the same: 20%. However, this is an 8% increase compared to their score of two years ago.
Mostly ticket providers in the top 5
Despite efteling.com’s high popularity, ticket providers claim the remaining spots from 2 to 6. Their offering of low prices is given to be one of the reasons they take over quite some spots. In the case of ANWB.nl, members getting a discount is a contributing factor as well. In addition, DagjeWeg.nl is at the bottom of the line of ticket providers and is also one of the favorites. A consumer mentioners: ‘’Such a clear website structure! Whenever we visit or are on holiday in a different province, the website is a great place to look for activities. Also, the subdivision of nature, indoor, etc. as well as the subdivision of groups, families, etc.’’
Theme park BeekseBergen.nl and walibi.nl come out at spots seven and eight and are only found by 12% and 11% of the consumers. The lags in this research are Uitjes.nl and Ticketveiling.nl, which have only been found by 17% and 10% of the respondents. None of the consumers indicates they wish to purchase an entrance ticket at Ticketveilingen.nl. The question of what Ticketveiling.nl needs to do in order to beat provider X, the
consumer offers the following tip: “A clearer website design and more sufficient pictures will help to parallel with the number one choice.”
WILDLANDS.nl vanished from the top 10
Compared to previous research, WILDLANDS.nl has vanished from the top 10 completely. The Emmen theme park reached the third spot in 2016 and its conversion (48%) was highest when compared to other providers. In 2018, WILDLANDS.nl does not show up anymore at all in the WUA top 10. Despite the fact that consumers do actually still find the website, none of them chooses to purchase a ticket from this Northern theme park.
New: The Digital CX-Score
The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.
Digital CX-Score | DesktopStudy Day outMeasurement date: September 2018Country: Netherlands
- 1 Efteling.com 78
- 2 ANWB.nl 71
- 3 DagjeWeg.nl 59
- At the base of each Digital Sales Scan lies our Digital Sales Model. With this model we'll map details of this orientation process. In the end the performance of the website is divided in 2 scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital CX-Score: a representation of the everything a visitor of a website experiences on that website. The score is an weighed average of Brand, Offer and Look & Feel.
Efteling.com, ANWB.nl and DagjeWeg.nl offer the best online customer journey
The digital Customer Experience Score shows 3 providers. Here as well efteling.com scores high; with a Digital CX-score of 78 the theme park is ahead of ANWB.nl with no less than 7 points; ANWB.nl scores 71. A safe distance from these two, DagjeWeg.nl follows with a score of 59.
Efteling.com shows popularity
Efteling.com shows its popularity amongst consumers. Efteling.com is a strong brand and finds its way to be top-of-mind with consumers quickly. Also, the beautifully designed website definitely helps consumers in their choice as well; Efteling.com’s website design gives a clear indication of how a day out in the actual park is going to be and look like. In the words of the consumer: ‘’The website matches the product – fairytale-like’’ and ‘’I imagine being in the Efteling already’’. Besides, Efteling.com knows its ways in pleasantly helping the website visitors making their choices. The following two positive reactions on the website design have been stated by a consumer: ‘’Clear tabs and clear home page’’.
Some Research Insights
In the research regarding a day out, 200 consumers have been asked to online, through desktop, orient themselves with days out for children with an age range between 7 and 13. With a Digital Sales Score of 23, Efteling.com leaves both ANWB.nl as well as Dagjeweg.nl in the dust.
Looking at the market, recent research shows it is busier now compared to 2016. The increase in competition causes some of the popular providers to loose their stable position, which shows in the renewed top 3. DagjeWeg.nl has decreased in its conversion from 34% to 26%. Also, when it comes to preference, the provider has decreased from 14% to 12%.
- Newby in the top 3 is ANWB.nl. This provider has reached the second spot.
- Efteling.com’s Findability is 16 percentage points lower if compared to DagjeWeg.nl. However, the ‘fairytale’ park knows best how to convert its visitors (41%), where DagjeWeg.nl comes behind with a score of 26%.
Efteling.com not only reached the highest Digital Sales Score, also its Digital CX-score is highest with 78 points. However, ANWB.nl is not far behind with a score of 71. DagjeWeg.nl comes in third with a score of 59.
Goal and relevance of this research
The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on a day trip. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.