Friday, August 1, 2014

Increasing Hotel Conversion By Reducing Choices

Increasing Hotel Conversion By Reducing Choices 

With the intense level of competition in the hospitality industry and the rate drain from online travel agencies, it is imperative for hotels to gain as many room bookings as possible from visitors to their website. While attempting to increase the amount of traffic flowing to a hotel’s website may seem like the right answer, this is more often a difficult process due to other platforms competing for the attention of consumers. The most effective technique for gaining leverage on the hotel’s website is to increase the conversion rate of the site.

Hotel website visitors come to explore what the hotel has to offer and consider booking a stay. This is the critical moment, with a captive audience, which must be capitalized upon. Too often site users are confronted with multiple options leading to their confusion and indecision. A hotel website should be sharply focused on the true goal of driving bookings directly. Studies have shown conclusively that consumers will not make a choice if given too many things to choose from. Many psychologists have also stated that human nature actually has an aversion to a myriad of choices, which leaves people feeling overwhelmed.

How Less Choice Can Mean More Conversions

All content present on a hotel site should be designed with conversion as the only objective. Everything else on the website is diverting attention from what should be the focus, which is, driving direct hotel bookings. Once again, research in human behavior shows that people literally become overwhelmed and experience anxiety if given too many selections. Instead of confusion, website users should find a simple call to action, which makes booking their stay clearly their best choice.

The call to action, in this case, the reservation or book now button, should jump out from the page’s other content and grab the user's attention, above all else. This can be enhanced with the use of bright colors, such as, red for the button. Additionally, call to action buttons should be placed above the fold so it can be seen without scrolling and large enough to stand apart from the other page content. Another highly effective and desirable technique is to place the book a reservation button near stunning visual images that will steer the user toward the call to action.

Keeping the hotel website firmly centered on the goal of direct bookings should be the focal point of all hoteliers. The website must be designed to make it perfectly clear for users to see the wisdom of booking now rather than elsewhere at a later time. Small changes to the website, especially in the form of re-focusing users through a reduction in choices, can improve conversion dramatically, and lead to substantial revenue growth.

Posted via OnFast -

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