Conversion Optimization Best Practices for Hotel Websites

Hospitality industry experts across the nation are forecasting that 2012 will continue the growth and recovery of room demands that started in 2011. 1 With that in mind, it is a good idea to revisit a topic we spoke a lot about in 2011: best practices in conversion optimization that works for hotel websites.  Why?  Because our RevPAR will recover a lot better if these additional demands are converting on our own website rather than OTAs!  Without any particular order, the top Conversion Optimization Best Practices for hotel websites are:

  1. Trust Factor
  2. Call to Actions
  3. De-cluttering of pages

Trust Factor comes from many different sources; it could be a money back guarantee for retail website or certificates/credentials for a law firm’s site.  For a hotelier, things that help build trust on the website are things like:

  1. A Best Rate Guarantee statement
  2. Social interactions such as Likes and +1sConversion Optimization Best Practices for Hotel Websites
  3. ReviewsConversion Optimization Best Practices for Hotel Websites
  4. Or simply by maintaining an active blogConversion Optimization Best Practices for Hotel Websites

Call to Action best practices include things like:

  1. Legible Reservation Phone # on Home Page
  2. A Book Now Calendar that is accessible on any pagesConversion Optimization Best Practices for Hotel Websites
  3. And most important of all, a site design that follows eye tracking and usability guidelines.  If you haven’t had a chance to read about it, you can find it here:

De-cluttering of pages.  This is an effort to prevent “Banner Blindness”, ensure all the pages of your website have a clear and concise purpose, and to avoid confusing your website visitors.  This is especially important on pages with conversion elements.  “Banner Blindness” is having multiple banners for special packages on the same page, this actual distract the visitor from making a purchase decision and adds to their decision-making fatigue!2

To sum it all up, we believed the three most important best practices for Conversion Optimization on a hotel website is adding trust factors, following call to action best and usability best practices, and focusing our web pages to prevent banner blindness.




Contributed by: Chad Tsang, Sr. eStrategist

One Response to “ Conversion Optimization Best Practices for Hotel Websites ”

Great article on conversion optimization!

One more that I would add to the list of conversion optimization best practices… Test each every change that you make to your website to see which change performs the best. You can perform A/B tests or multivariate tests using any number of testing tools (Google Website Optimizer, Visual Website Optimizer, etc.).

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