Optimising your conversion rate is an essential part of maximising your revenue. There are a number of ways to achieve this, but here are four of the very best…
1. Research from a Customer Perspective
This is a vital step to ensuring your subsequent efforts aren’t wasted. Before you can really know how to fix problems which could be negatively affecting your conversion rates optimisation, first you must walk through the customer journey yourself. This is essential to gain a better understanding of where customers might be dropping out of the process of making a booking and how you can resolve these issues. Try to distance yourself from the business and look at your site with fresh eyes. What could be improved? What should remain?
2. Landing Page Optimisation and Website Design
One of the best ways of checking the effectiveness of your website and landing pages is by performing some key usability tests. This could involve A/B testing – in which a portion of traffic is shown one version of a page and another portion a second then the results compared to determine which worked best. A/B testing can be used for a range of page elements, such as the title, image and call to action, but only one item should be changed per test, in order to create meaningful results.
Landing page optimisation can also have a tremendously positive effect on conversion rates optimisation. Best practice when designing a landing page suggests that a user-friendly design and a clear CTA are of the utmost importance. The benefits of a well-formed landing page – and problems associated with having a bad one – don’t begin and end at conversion rates. A poor landing page can also have a detrimental effect on your Google visibility.
The fundamental elements tested in an A/B test can be as simple as altering the colour of a header banner, as vital as your chosen call to action, or as complicated as presenting an entirely different layout. The choice is yours. To put together an A/B test, half the sample group are shown one variant (the original or ‘control’ page) and the other half are shown the modifications (or variation).
Visitor responses to each webpage are then collated and can be studied to assess any key changes in customer behaviour when exposed to the separate pages.
3. Give Added Value
Providing added value to your hotel guests can be span from providing limited time offers (and thus creating a sense of urgency) to providing complimentary elements which elevate your hotel above the competition. If you can convince your customers they are getting a great deal, you have gone a long way towards winning the battle.
4. Use (Relevant) Imagery
You should tread with caution when selecting images, as the ones you choose will profoundly affect how customers perceive your hotel. However, chosen well after solid research and testing, and used as an integral part of your web design, images can evoke precisely the ambiance your prospects wish to experience at your hotel – and increase the likelihood they will convert to customers.
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