Accommodation providers should always be striving to improve bookings through their website. More direct bookings leads to an increase in revenue, but what is the booking conversion rate on your website?
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1-How quick does your website load?
Every second counts, according to kissmetrics.com each second a page response is delayed can result in a 7% reduction in conversions. To check your page speed you can use a page speed checker:
2-Do you have a easily identifiable Call to Action?
A Call to Action (CTA) is a button or link which encourages the customer to perform the action you intend. In this case we would be referring to your “Book Now”, check availability or contact button. Your CTA should:
- Stand out and have a great visual impact
- Easily identifiable. Where it appears on the page is very important, it should not effect the flow of the webpage
- Large enough to see and contrasting in colour but still compliment the overall colour theme
- Easy to understand. It should be clear what happens when the call to action is clicked.
- Action orientated. Using a verb like Book or Download.
Usability is so important as there is always another website users can go to if they visit yours and cannot navigate through it. If good usability along with good web design builds trust for your website and effects the users behaviour positively, poor usability does the oppossite
4-Is your website Mobile Responsive?
Not having a mobile-friendly site helps your competitors, 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d move on to another site. Having a non mobile friendly site can hurt your company’s reputation.
You have the potential to not just lose a potential booking but a poor experience which is not tailored for mobile can frustrate users and the negative emotion is translated to your brand.
5-Is there a benefit to booking direct?
In a google study they found 52% of travelers will visit your hotel’s website after seeing you on an OTA. Your goal should be to guarantee that booking direct is the best option. This can be done via pricing, special offers or perks such as Free Parking or similar.
So there we have it 5 Tips to Improve your Hotel Website Booking Conversion. Let me know if these tips were helpful to you