How to Increase Conversions on Your Website
Your hotel website is often a potential guests’ first impression of your property. You need a website that speaks to them and makes them want to immediately whip out their credit cards and book a stay. You need to increase conversions on your website. But how do you do that?
- Invoke Emotion: Do guests stay at your hotel to relax? For a family vacation? Publish copy that reminds guests why they are researching your property and why they absolutely need to stay there by tugging at their heartstrings.
- Make Guests Like You: Use copy that speaks like your target guest, tells a story, and creates realistic settings guests can picture themselves in.
- Make it Urgent: Guests don’t want to miss out; remind them when you have limited availability. You can also display how many people have booked a room at your property recently.
- Keep your Booking Engine Simple: Complicated processes often get abandoned. Here, less is more. Use default settings to fill in number of nights or number of people and minimize the number of clicks.
- Reduce Buyer’s Remorse: In your confirmation and pre-stay emails, remind guests why they booked at your hotel and why their trip will be exactly what they’re looking for. This will go a long way towards reducing the number of cancellations.
- Be Valuable: Produce content or special offers that are of value to guests. Hotels that provide value upfront will be more impressive than hotels that appear to only offer a bed.
- Be an Expert: Travelers often look to locals as the experts in a new city. Luckily for hotels, their staff is often comprised of locals. Tap into your employees’ knowledge and feature their favorite restaurants, outdoor activities, or shops in the area.
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