If the average conversion rate for a website is around 3 percent, why do some websites achieve a 10 percent conversion rate? What do they do that the others don't?
How effective is your establishment website in regards to conversions? What are the most popular pages on your site, where spend users the most time, and where are you losing people. No matter what your conversion rate is, chances are you could still improve it. Does your establishment website incorporate these tactics? The top converting websites do the following:
Does your establishment website communicate your Unique Value Proposition? What is it that makes you unique among other establishments, and how does this appeal to your target audience? Think about your unique campaign proposition too. How are you packaging up and selling your establishment? Are you offering promotions and packages that are relevant to your guests? How persuasive are your offers?
Make sure your offer is consistent and repetitive throughout the site. If a guest sees your offer on your homepage, make sure it is repeated on your reservations page so they feel confident they are still going to receive the offer.
Make sure you have a consistent look and feel on every page and on every form of your website so that users always know they are on the right track. For example if a user clicks on a form it should match the previous page so they won't feel lost. Make sure your offer doesn't change anywhere along the way either. If you promise something, you must deliver it.
Similar to first impressions of people, users will size up your website in a matter of seconds. Make sure your first impression is impactful.
People love to read and write reviews. This is especially true for the hospitality industry. Do not try to hide from these reviews, instead use the voice of the customer to help sell your establishment.
You can also incorporate guest reviews on your promotional material or e-mails. For example, you could put testimonials from meetings or weddings on your e-mail campaigns that are targeted to that segment. You can also incorporate guest reviews on your promotional material or e-mails. For example, you could put testimonials from meetings or weddings on your e-mail campaigns that are targeted to that segment.
People tend to trust reviews written by past guests. If you have these reviews on your website it adds authenticity and may even help your guests learn about your establishment. For example, if a previous guest wrote that your establishment is far from a subway stop, the next guest will be prepared to take a taxi.
Persuasion principles such as scarcity are very effective. If you offer a room discount for a limited number of rooms, chances are that guests will feel that they can't pass up a special deal.
Every form on your website should be easy to use and follow a consistent look and feel. Make sure your forms are short and there are no surprises. Some websites trick the user and claim all they have to do is enter their e-mail address to receive something, but when the user hits submit, they are taken to a more extensive form.
A point of action assurance will help your guest feel more confident about taking an action on your site or making an online reservation. For example, make sure the guest knows they can make changes to their reservation, show them the lock symbol when they are entering their credit card information, and let them know you are not going to share their personal information with anyone. Make sure you are responding to any lead you receive. Bryan claims that the average lead loses 6 times its power in the first hour you don't respond to it.
Make sure your site communicates with the user what the next steps are. Even before a guests makes an online reservation on your site make sure they know exactly what they are getting, and what they have to do to confirm the reservation, when to expect a response or how they will know their reservation has been confirmed. All this will help to instill trust in your booking process, not only leading to more bookings but also to a guest experience that will eventually turn a first time guest into a brand ambassador.
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