Posted at May 22, 2018 7:09:00 AM by thatagency | Share
It’s time to have a discussion about conversion. All the traffic in the world will not translate into booked rooms and profitability if you lack the ability or capacity to convert. Your online presence plays a starring role here. Let’s shine the spotlight on how effective hotel website design can drive your brand toward its goals and objectives.
What Is a Conversion?
Quite simply, a conversion is when a website visitor completes a desired call to action (CTA), which could be anything from signing up for a newsletter to filling out a form. In the hotel industry, the ultimate goal is, of course, to prompt the website visitor to book a room.
Your conversion rate is the ratio of website visits to conversions. The average rate of conversion for most websites is about 3 percent. So, if 1000 people navigate to your site, 30 would make a reservation. The question is: How do you boost that conversion rate and build your hotel’s direct booking numbers?
Hotel WebsiTes tHAT CONVERT Are...
How fresh and exciting is your hotel website design? What sets it - and, by logical extension, your property, apart from the competition? If your website looks and sounds exactly like other every other site, you are not differentiating yourself; why should guests book with you?
Emphasize the unique appeal you offer to your target audience. Identify your guest demographics: age, income level, education, profession/job type, travel type (business or leisure, ect.), and focus on catering to their specific needs and interests.
2. FIlled with Exclusive offers
Highlight special offers on your site that guests cannot get elsewhere. Second-party bookers, also known as online travel agencies (OTAs), can eat into profitability. Website-exclusive offers can facilitate direct bookings. Ideas: Give an immediate room discount upon booking or special perks like free parking, a complimentary spa visit, an extra night when you book two, etc.
Make sure that your offer is consistent and repeated throughout the entire site to better entice site visitors.
3. Optimized for Search Engines
Utilizing search engine optimization (SEO) is extremely important. When SEO is implemented correctly in your hotel website design, you’ll find that the visits increase dramatically in both volume and duration. Having your site designed so that it appeals to visitors, and giving them discounts and packaged deals, is the key to converting the visits to hotel direct bookings.
4. Written in the Customer’s Voice
If a hotel’s website assures you that they have the best rooms and the best staff in the area, how likely are you to believe it? Now, if you see customer comments and reviews in a hotel website design, how likely are you to believe those? Always try to use the customer’s voice on your site. This will inspire trust in travelers, particularly those who have not yet stayed at your property.