Every businessman is cautious on how money gets spent and everyone wants to make sure that the right amount of return is generated through expenditure. For skeptics, advertising is one of those areas that always seems to be a gamble.
Over the last decade we have seen a substantial shift from offline to online advertising where platforms like google ads has shaped the way advertising is done. With all the mechanisms available, some technologies have evolved in a way where functions have superseded functionality rendering systems complex to use and expensive to maintain. Complexity does not mean that the platforms are ineffective. It only means that one has to carry out a lot more work to obtain high conversion rates. Knowing your audience and understanding how to reach the right people is your best bet for a higher click through and conversion rate.
Facebook has become THE platform that is able to get your ads exposed to your selected audience and thus guaranteeing a higher return against other platforms that are limited on the profiling levels that they are able top produce on their users.
The days of having a fixed setup on your website are now over. There are always multiple perspectives on how a website should look and what functionality is placed where. These differ based on the experience, expertise and agenda of whoever is voicing his/her opinion.
Here are some anecdotal statements by stereotypical personas:
The section should be placed in THIS area as it sits perfectly and would work better.
All the developer will be after would be easy maintenance and implementation. What is not being said is that most probably the easier route is being taken.
It would look really snazzy to have the menu placed on the side of the page and expandable when needed so as not to cover up any of the imagery and designs.
What the designer is not keeping in mind is that users need to be able to navigate properly to the right sections of your website.
What is missing here is the visitor’s needs coupled with the journey of the client who ended up purchasing through the website. As we know the web is quite a competitive space and for accommodation providers, the market is even more cut-throat. It is easy to get site visitors to lose interest and search elsewhere if the website is no simple to use. With the implementation of a tool like HotJar, one will be able to gain a lot of knowledge related to customer behavior. Besides getting direct feedback from poll mechanisms and question boxes, one of the most helpful features is the Heatmap. Through this portrayal of the given page on your website, you will be able to understand which areas are of most interest to your guests and which areas are increasing your bounce rates. Keeping users engaged is key to an ever increasing conversion rate. By understanding this data and constantly improving your site content and design, it is guaranteed that site visitors will turn to your website instead of booking through an OTA like Booking.com or Expedia. The designer and developer who worked on the website should take this feedback as a constructive one and make sure that they understand the power of customer data. At the end of the day what matters is not just traffic to the website but the rate of conversion into actual bookings from that traffic is generated.
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