How to improve conversions on your hotel’s most important landing page

  Posted in Digital Marketing

Conversions are key not only to the success of your online marketing campaign, but also to the success of your hotel property.

You’ve focused a large majority of your marketing efforts on increasing conversions, rather than just generating visitors.

But many hoteliers do not realise that specific landing pages on their hotel website are more powerful than others — such as the payment page.

In fact, travellers from across the globe are beginning to abandon their bookings on the payment page fails to function in the way they expect.

For instance:

  • Two-thirds of travellers from the United States become apprehensive if they are redirected to a different portal to complete the payment process; and,
  • About 20% of German travellers will abandon their booking if they begin to have security concerns.

So if your metrics are beginning to show that potential guests are leaving your website at the payment stage, here’s what you need to do to improve those conversions:

Add proof of security

Security concerns are real and justified, as it seems there are credit card security breaches being reported nearly every day.

If you are asking your hotel guests to provide their credit card information over an online payment portal – which is becoming the industry standard – you need to provide your guests with clear and certain proof that their private financial information is safe with you.

Promote the fact that you are PCI DSS compliant, as this means that you follow the industry standards for securing and processing payments online.

Include mouthwatering benefits

Reinforce the fact that your hotel offers guests a plethora of benefits so that guests are more convinced at the payment stage.

Instead of describing basic facts about the hotel, enhance the content so that it spells out exactly what those amenities mean for your guests.

For example, your hotel might have an adults-only pool, a children’s vacation club and beach access. Instead of listing these amenities as bullet points, you could describe them like this:

  • The hotel features an adults-only pool, allowing you the time you need to escape from the chaos of family time.
  • Our children’s vacation club gives your precious little ones the opportunity to make memories that will last a lifetime, while you get some much-needed rest and relaxation.
  • Private beach access means that you will spend your evenings strolling along the beach, soaking up the gorgeous sunset without dealing with the crowds.

Employ re-marketing tactics

It’s impossible to convert every site visitor into a customer, but it is possible to pull many interested visitors back to your site in order to encourage them to finalise their bookings.

Thanks to re-marketing, you can target specific ads at people who have already visited your website, and increase the chances of getting them to book direct.

When they begin to see your hotel pop up during their regular internet activities, they will be more likely to come back to your website and complete their booking.

For example, if a potential guest went on your site, viewed your ‘King Suite’ room page, and left without making a booking, then you can retarget them with ads of the ‘King Suite’ on their Facebook page, and even offer them 5% off to sweeten the deal.

Your internet booking engine is the key to conversions. Make sure it is fully optimised for mobile and provides a seamless booking experience for every guest who wants to book direct.

To see what that looks like, request a live demo of SiteMinder’s The Booking Button.

 

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