So, we have covered graphics and messaging, now the final topic under the “be enticing” section of booking leakage is website leakage.
The best analogy we can give here is you need an aerodynamic website with a high level of efficiency in moving people from ‘lookers to bookers’. By this stage, you would manage to get the people onto your website through enticing imagery and messaging, but now it’s time to maximise your efforts and make sure they convert.
Most hotel websites convert between 2% to 3%, but we believe that you should aim for at least a 10% conversion rate on your own website because you have so much more control of your own website than third-party channels.
There is a plethora of information and supplies to help you achieve best practices for your hotel website, but ultimately the principle you should follow is to simplify the experience. So, you need to focus on ease and use and great imagery to entice the booker and then make sure that it converts really well.
Fixing your website leakage is a relatively simple process and can make a big difference to your conversion rates, but unfortunately, we’ve come across websites that don’t measure their performance and make adjustments where necessary.
So, here are the tips to optimise conversion on your website:
Essentially, you need to put yourself in the booker’s shoes, measure the performance of your website and look for opportunities to improve. The goal here is simple: make it as easy as possible to make a booking on your website.