For hotel marketers ensuring the hotel’s website is delivering upon expectations and visitors aren’t leaving the website as fast as they arrive is critical. Bounce Rate typically indicates that the visitor’s expectations were unmet. They arrived and did one of the four actions (within 10-30 seconds, depending upon the set or adjusted bounce rate): clicked the button back, closed the browser, typed a new URL, or did nothing (session times out after 30 minutes).
Across all industries, a good bounce rate is anything below 50%. According to Hotel News the average hotel bounce rate is 43%. This is good if they’re landing on one page, converting and then exiting. Here’s how to lower your hotel website’s bounce rate and convert visitors into group business:
Wall of Text
Arriving on a website or webpage that’s content heavy is intimidating. Visitors who are overwhelmed by text will leave the website. Separate content by adding “chunks” of digestible information like bullets, reducing the line width, and increasing line height.
Following the advice to reduce heavy text pages, you should also add imagery such as photography, illustrations, diagrams and more to break up the text and engage the visitor so he/she becomes intrigued and
Mobile design shouldn’t be a replica of your existing website. Reduce the content so it’s easy for someone on the go to find what they need and contact you. More importantly, the RFP form on your hotel website should be 100% mobile so it’s easy to submit.
Research has shown that abandonment increases when a website takes 3 – 4 seconds to load. We’re in a time where instant gratification is what people need the second they land on a website. This is why page speed is a variable in Google’s ranking algorithm. Don’t let page load affect visitors and prospective visitors in your hotel’s marketing.
When a visitor lands on your website, it acts as your hotel marketing. Your visitors’ perception of your hotel is directly impacted by design. Between content, images and navigation, this cohesive collection should build experience for your target audience.
Ads with Relevant Landing Pages
Your PPC keywords and ad copy should match the content on the page. Messaging such as taglines should make sense to the visitor and help translate what you want them to do on the page (i.e. book their next meeting or catering event). To continue to move your visitor through various pages, then you need to include relevant links.
Have you signed into Google Analytics recently? Determine your average bounce rate to see how you line-up. In my personal opinion, depending upon your conversion rate, a bounce rate of 43% is still high. Determine your user personas to see why they might be leaving when they land on your website. Hotel News Now offers additional advice in a how-to article on benchmarking your digital marketing efforts.
Written by Sarah Vining.