Category: Conversion Optimization

Booking.com experiments with star ratings to test price sensitivity

Booking.com experiments with star ratings to test price sensitivity

An August 4 article in the popular UK site MoneySavingExpert.com revealed that Booking.com recently ran an experiment with Morgans Hotel Group to see how star ratings impact bookings. During the test, Booking.com advertised the Hudson Hotel in New York as both a three-star and four-star property under slightly different names. (Note that star ratings for hotels around the world are accredited under varying systems, with the U.S. star ratings being…

Using OTA conversion best practices to improve hotel direct bookings

Using OTA conversion best practices to improve hotel direct bookings

Why have OTAs become so successful in recent years? One of the biggest reasons is down to their mastery of the conversion process. This hasn’t happened by chance. OTA investment in e-commerce research is huge. In the case of Expedia, last year they ran 1,750 A/B tests and spent an eye-watering $750 million on technology. Through this kind of intensive investment and relentless experimentation, OTAs have tapped into the secrets…

How hotels can use urgency like the OTAs to drive bookings

How hotels can use urgency like the OTAs to drive bookings

Many people have a natural tendency to procrastinate, choosing to put things off until the very last minute.  But in the world of e-commerce, brands work tirelessly to convince customers that delaying a buying decision isn’t a good thing. This is something commonly achieved by creating a sense of urgency. Studies conducted by internet-based research lab MarketingExperiments have found that urgency can have a huge influence on conversion rates. One…

10 conversion optimization takeaways from a Disney World vacation landing page

10 conversion optimization takeaways from a Disney World vacation landing page

In our recent podcast and blog article on creating winning PPC campaigns, we discussed at length about the importance of good landing pages and the key elements within that help increase conversion rates. We’d like to show you what that actually means in terms of a real travel marketing campaign. Below you’ll find a landing page for a PPC ad on Disney World vacation packages. Each number corresponds with an…

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Every year hotels around the world spend millions advertising on Google AdWords, yet in many cases, too much time is spent deciding on which keywords to bid on rather than considering a conversion-oriented strategy that actually generates bookings and revenue. So what’s the secret to creating winning PPC campaigns for hotels? A lot of it has to do with how well connected your PPC ad is to your website landing…

Podcast transcript: Winning PPC campaigns with Josh Garofalo and Tristan Heaword

Note: This is a full transcript of our podcast. For a summary of the main points in the interview, please check out the article “Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword.” Nancy: Hello, and welcome to another edition of Travel Tripper’s hotel marketing podcast. I am Nancy Huang, Marketing Manager at Travel Tripper, and today we’ll be diving into the world of search engine marketing and the…

4 ways hotels can use A/B testing to improve conversions

4 ways hotels can use A/B testing to improve conversions

The principle behind A/B testing (sometimes called split testing) couldn’t be simpler. You create two or more versions of a page and split your website traffic between each one to see which version performs best. With each experiment, you test for a single variable so you can accurately measure what impact each successive change has. That variable could be anything from the headline and the amount of copy on the…

Using User Flow analysis to improve your hotel website and increase bookings

Using User Flow analysis to improve your hotel website and increase bookings

When it comes to judging the effectiveness of your hotel website, User Flow analysis in Google Analytics is one of the best tools at your disposal. Through the tracking code, Google Analytics can show you how customers navigate and interact with your website. Think of User Flow as your treasure map leading to “X marks the spot” (or in this case a booking).  Google Analytics can show you the route your visitors are…

3 key steps to effective hotel copywriting

3 key steps to effective hotel copywriting

Hotel copywriting is about more than just filling up words on your website. It’s about capturing the attention of potential customers from the get-go. It has the power to pique interest and tempt potential customers to stay on your site for longer than a few fleeting minutes. And great copy can also significantly boost conversion rates. In a study conducted by ContentVerve.com, conversion rates were boosted by more than 200%…

Translating The 7 Principles Of Conversion-Centered Design For Hotel Special Offers

Translating The 7 Principles Of Conversion-Centered Design For Hotel Special Offers

With RezTrip, hotels can create distinct Special Offers landing pages in order to run special promotions and deals on a separate URL. Creating the page and tracking conversions is quite easy with our software, but did you know there is an art to creating a landing page so that it will drive conversions? In the design world, we call this conversion-centered design. Oli Gardner, co-founder of conversion marketing company Unbounce,…

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