'Sticky' Online Content

How to keep visitors on your website longer

When clients, customers or prospects visit your website, you want them to stay there for as long as possible. With content provided by Lonely Planet, that 'stickiness' (as the IT guys call it) is virtually guaranteed – and that's just what Canada.com discovered.

The need

CanWest, an international media company, is Canada's largest media company and owner of Canada.com. Canada.com makes a commitment to provide the most compelling and reliable content possible and at time of enquiry was the leading online destination for news and entertainment information, but it lacked an authoritative travel presence.

Our advice

Lonely Planet is the world's premier independent travel publisher and a market leader in Canada. The Lonely Planet WorldGuide product provides consumers with all the pre-travel inspiration and planning tools to make informed decisions. For Canada.com this would encourage 'stickiness'. Canada.com would become the destination of choice for travel enthusiasts.

The solution

Canada.com are not travel content specialists, so by partnering with Lonely Planet they service a growing and content dependent consumer base. The partnership will provide canada.com with detailed information on over 157 destinations around the world while offering Lonely Planet access to canada.com's extensive reach across the country.

Results

Ease of use is key to consumer capture and canada.com travel contains a map of the world that users can click on to find information about their upcoming destinations or to do research on potential destinations. With a great depth and breadth of information, the right consumer will naturally stay online longer. There are now far fewer reasons for Canadian based customers to seek third-party reviews on competitor web sites.