Country
Italy – Veneto Region
Description
Insidecom is a TO-DMC specialised in the digital communication and marketing of Venice and the Veneto Region. For over 13 years it has been designing and distributing high-quality experiences and other tourism services through its own web portal Venetoinside.com and an extensive network of other b2b and b2b2c digital channels locally and internationally. Since 2010 it has served approximately 2.8 million customers.
Insidecom is one of the SMEs participating in the Euro-Emotur project. One of the main aspects that distinguishes the company from competitors and that has always been its strength is its digital nature. Indeed, Insidecom is not a tour operator which has adapted to digital by inserting, for example, an e-commerce into offline sales, but it was born with the aim of selling exclusively online and therefore with a strong digital soul.
Insidecom has a very developed b2c e-commerce portal (venetoinside.com), that sells travel experiences directly to the final customers. In addition, the business also works b2b and b2b2c: its digital platform interfaces with the websites of several commercial partners (hotels, tourism service providers, etc.), so that customers who navigate the websites of these partners can buy travel experiences directly on these websites without being bounced to the Insidecom website.
Insidecom can be considered a best practice not only for its digital platforms but also for internal practices. It has a multi-year digital strategy; it conducts regular training on digitalisation with its dedicated team and it has a structured program of continual improvement on digital. Decisions are made by the marketing manager together with the CEO, and with the involvement of the digital team. In addition, the company interacts very often during the week with the digital providers and the professional in charge of SEO.
As part of the project, Insidecom website has been analysed with neuromarketing techniques. The results were good but there was something that could be improved. Therefore, the company implemented modifications to improve the website’s usability and facilitate direct bookings even more, in order to constantly improve. Modifications concern, for example, simplification of the payment process and content reorganization on product pages for a better balance between text and images.
Digital techniques/tools and methodology
It is a very developed e-commerce platform, for b2b, b2c and b2b2c, able to interface with other portals. The platform has to be regularly updated, in order to be easy to navigate and find on search engines.
Therefore, the website has been analysed using eye-tracking techniques.
Results and benefits
Website modifications have just been implemented, and the expected results include an improvement in the website users’ experience, in particular in the purchase process, and an increase in direct sales made through the website.
Website