Digital Degrees of Success Unbranded Booking Experience
How many hotel websites have you visited that have a beautiful website with all the bells and whistles, but then you went to the reservations page and it simply did not even come close to matching that experience. This is not a search marketing issue – it’s a conversion and branding issue. I’ve worked with hotel clients in the past 12 years that have a conversion problem when they send visitors to 3rd party sites, like booking engines. When fixed and that experience is seamless, conversion rates can go up 40-60%. If you’re working with one of the larger booking engines, they tend to do a good job of giving you the tools for a branded booking experience, so you should take full advantage. If you’re working with a one-off booking solution that doesn’t offer these tools, it might be time switch.
Perform your own usability test by using Google Website Optimizer, Morea, or Neil Patel’s Crazy Egg. Also, ask your booking engine if they can help you brand the booking page to better match your site. Typically this can be done with a header image and matching CSS code.