What To Expect From Conversion Rate Optimisation

CRO is the core component of The Direct Method. Your hotel or venue can expect a higher website conversion rate.

CRO is often the lesser known digital marketing acronym but a simple way to explain it is to imagine your website as a bucket of water... "SEO" would be the process of pouring more water in at the top, CRO would be akin to plugging the holes in the bucket. Suffice to say it would make more sense to spend time plugging the holes first (maximising conversion) before your hotel invested in pouring more water in at the top (gaining more traffic).

Objective

What’s a realistic objective for your hotel?

Most hotels will have a website that converts between 0.25% - 1.25% of its users into bookings without any sort of conversion rate optimisation strategy. It’s perfectly reasonable to anticipate a 25% increase in this figure when CRO is done effectively, so if your hotel typically sees 100 bookings per month via your website, you’re more likely to see at least 125.

With an ADR of £150 and an average occupancy of 2 nights, this would mean an increase of £7,500 in direct room sales and a saving of over £1,100 in commission each month. Not to mention the impact that CRO can have on direct telephone bookings.

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Tactics

What will DHM do to achieve that objective?

First step: analyse. We’ll place some code on your website that allows us to record how users interact with your website and view heat-maps of behaviour so we can better understand the specific types of things your customers are drawn to on your website.

Second step: testing. We’ll simultaneously run alternate versions of the homepage to see which version converts best, as well run geo-targeted variations - often displaying F&B led imagery to users within close proximity of the hotel, and accommodation led imagery to users more likely to be looking to stay. Third step: continual improvement. Your website will be tweaked regularly in its design to find the very best recipe to convert your lookers into bookers.

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Deliverables

How will success be measured?

Transaction revenue, conversion rate percentage, no. transactions, bounce rate percentage, average session duration

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Timing

How long until you see results?

That’s the best bit - you can expect solid results within the first three months of working together. The big wins will typically come after 6 months but you’ll have a clear idea of how things are working within the first 90 days.

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Objective

What’s a realistic objective for your hotel?

Most hotels will have a website that converts between 0.25% - 1.25% of its users into bookings without any sort of conversion rate optimisation strategy. It’s perfectly reasonable to anticipate a 25% increase in this figure when CRO is done effectively, so if your hotel typically sees 100 bookings per month via your website, you’re more likely to see at least 125.

With an ADR of £150 and an average occupancy of 2 nights, this would mean an increase of £7,500 in direct room sales and a saving of over £1,100 in commission each month. Not to mention the impact that CRO can have on direct telephone bookings.

Tactics

What will DHM do to achieve that objective?

First step: analyse. We’ll place some code on your website that allows us to record how users interact with your website and view heat-maps of behaviour so we can better understand the specific types of things your customers are drawn to on your website.

Second step: testing. We’ll simultaneously run alternate versions of the homepage to see which version converts best, as well run geo-targeted variations - often displaying F&B led imagery to users within close proximity of the hotel, and accommodation led imagery to users more likely to be looking to stay. Third step: continual improvement. Your website will be tweaked regularly in its design to find the very best recipe to convert your lookers into bookers.

Deliverables

How will success be measured?

Transaction revenue, conversion rate percentage, no. transactions, bounce rate percentage, average session duration

Timing

How long until you see results?

That’s the best bit - you can expect solid results within the first three months of working together. The big wins will typically come after 6 months but you’ll have a clear idea of how things are working within the first 90 days.

Case Studies

Cottage in the Wood

128% increase in direct bookings.


read more 

Georgian House Hotel

49% increase in direct bookings.


read more 

"The marketing support DHM provides us with is invaluable. Our direct bookings are up by 128%."

nickjulia

Nick & Julia Davies

Owners, Cottage in the Wood

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How does your direct bookings strategy score up?

 

If maximising direct bookings is a priority for your business, the Direct Bookings Scorecard will assess how robust your strategy is when it comes to prising bookings away from the OTAs, and show you the areas to improve to start reducing those monthly commission bills. 

What Is The Cost Conversion Rate Optimisation?

 

We’ve found that implementing a CRO strategy on its own is not nearly as effective for your hotel’s direct bookings as when it’s used as part of a wider hotel digital marketing strategy so we don’t offer it as a stand-alone service. CRO is an important part of The Direct Method which is priced at £1,200 per month. 

 

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