Uncovering Opportunities on Your Website to Drive More Direct Bookings [Video Series]

 
Brian Nicholson

This series has covered ways to reach prospective guests, and now we turn our attention to converting them after they’ve reached your website. 

Even a modest conversion rate improvement can result in a significant revenue boost. Additionally, higher conversion rates can significantly improve the ROI of your marketing efforts, making marketing-driven growth more viable.

Quantitative Assessments

  • The importance of clean, filtered data. Before looking for improvement opportunities, you must understand your traffic mix, filter out spam traffic and content marketing pages, and ensure proper technical setup. 
  • Page performance. Look for under-performing landing pages, and use exit rate, page value, and the navigation summary report to assess all pages. 
  • Channel performance. Looking at all traffic in aggregate is rarely useful for conversion rate assessment. Review channels, source/medium, and campaigns to identify low performers that require adjustment. Sometimes that means adjusting the page that the traffic is pointing to. 
  • Device performance. If your mobile conversion rate is less than 62-67% of your desktop conversion rate, your mobile site may be underperforming—but create a fair comparison by filtering out low-converting traffic that skews mobile, such as top-of-funnel display traffic. 
  • FAQ tracking. You may be able to track which questions people are clicking on the most, and you can improve your pages with that data. 
  • Site speed. Maintain a good user experience by keeping your site tuned for snappy performance.
  • Scroll and click tracking. Tools such as Microsoft Clarity (free) and Hotjar provide visual representations of user behavior and can be a great supplement to Google Analytics data. 

Qualitative Assessments

  • Usability testing. One of the most valuable tools for website assessment is also the least-used among small and mid-sized businesses. This is where you truly uncover why something happened when other tools only tell you what happened. Userfeel.com is the value choice; Usertesting.com is the premium choice but is a fit for only large businesses.
  • The “think like a customer” assessment. You need an objective, dispassionate assessment of things such as:
    • What the website layout and copy are actually communicating. Do they market the company or just the category
    • Whether the claims are believable
    • Whether there’s any real reason to book now
    • What the images and video on the website actually convey, in terms of quality, environment, and emotions.

Watch All The Videos In The Series

Part 1: Why Direct Bookings Fail and How to Change That

Part 2: Building a Search Marketing Plan Grounded in Real Data

Part 3: How to Use Search Marketing to Maximize Your Direct Booking Revenue

Part 4: Building a Plan to Optimize Your Social Media Presence for Direct Bookings 

Part 5: Executing Your Social Media Direct Bookings Strategy

Part 6: Uncovering Opportunities on Your Website to Drive More Direct Bookings

Stay tuned for the final video of the Growing Revenue Through Direct Bookings series. We’ll be sharing our top tips for a high-converting website.

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About The Author

Brian Nicholson

Brian is a partner at Blend Marketing. He focuses on brand strategy, positioning, and analytics for the tourism industry.

Email Brian

About The Author

Brian Nicholson

Brian is a partner at Blend Marketing. He focuses on brand strategy, positioning, and analytics for the tourism industry.