So you are planning the redevelopment of your hotel website and your web designer has created a stylish new design, and you love the way it looks. Now, before you build it, it’s time to focus on how it will maximise your revenues and deliver your Return On Investment.
Once your website launches you’re faced with the real challenge—how to drive more visitors to it via SEO or SEM, and once they’re on the site, how to convert them into customers…here are our 5 key tips to consider for maximising conversions before you finalise your website design and start the build…
1. Think about your customer
There is no one-size-fits all approach to marketing to potential customers on the web. To enable your website to speak more intimately to your target market, you’re going to have to first do a little research.
Try to picture your target customer and determine what exactly they are looking for. Are they looking for a stylish hotel that’s on the cutting edge of design and fashion, or one with world-class amenities?
Once you have a clear idea of who your target customer is, you can personalise the content on your website to appeal to this person. Insert clear calls to action that speak directly to the needs of your customer. Instead of beating around the bush, provide information about your products and services in a straightforward manner that’s single-mindedly directed at satisfying the needs of your target customer.
2. Use of analytics
Knowledge is power, and making use of all the data you have at your disposal makes it much easier to identify what’s going right, and what isn’t.
Tracking your website’s analytics meticulously will enable you to obtain information on customer data and location, how many web referrers and searches you’re getting and whether you’re meeting the goals of your online marketing campaign.
Be quick to spot trends and sudden spikes or dips in traffic, and try to find out the reason behind these changes.
3. Responsive design
These days, it isn’t enough for your website to look good on a desktop computer. More and more people are accessing the Internet using mobile and tablet devices, so it’s important your website looks as good on an iPhone or iPad as it does on the computer in the hotel’s office.
Ensure that your website is a responsive one, as these days there’s really no reason to have one that isn’t. For starters, Google views responsiveness in a positive light, and responsive sites tend to do better in the search rankings.
With a responsive site, your pages can be accessed on multiple devices using a single URL. The user experience is also enhanced with features such as mobile-friendly menu bars.
If you haven’t already jumped on the social media bandwagon, you’re missing out on a lot of potential. Social media platforms are a great way to drive traffic to your website, and a few cleverly-timed tactics can significantly grow the number of fans of your social media pages.
For instance, customers who have made bookings at your hotel before can be encouraged to like your Facebook page to stand a chance to win a competition or enjoy other perks.
Your social media accounts should build brand trust, tell the story of your brand and most importantly enable you to cultivate loyalty by having genuine and sincere conversations with your customers.
5. Keep it simple
While it might be tempting to bombard your visitors with offers and details, resist the urge. Navigation should be clear and simple, and your customers should be able to access any page they desire within two clicks.
Make sure your site is easy to use, and that the processes for doing anything such as making a booking are kept as straightforward as possible. Provide an uncomplicated option that enables visitors to provide feedback and you’ll learn from your target audience, too.
The Internet is a great place to convert existing visitors into loyal customers. It is, however, a little harder to constantly attract new customers. You can heighten your chances of success by gaining intimate knowledge about your target customer and then gearing your site towards appealing to this hypothetical person. Finally, remember that no matter how stunning the design of your website might be, a simple, easy-to-use structure is usually the most effective choice.