Will Roberts | 24 October 2024

Did you know that optimising your website’s user experience can boost booking conversions by up to 30%? Whether you’re in the travel or leisure industry, turning more visitors into customers, guests, or members is essential. Here are nine actionable tips to help improve your website’s conversion rate and guide users from browsing to booking.Did you know that optimising your website’s user experience can boost booking conversions by up to 30%? Whether you’re in the travel or leisure industry, turning more visitors into customers, guests, or members is essential. Here are nine actionable tips to help improve your website’s conversion rate and guide users from browsing to booking.

Optimise for Mobile Experience

With a significant portion of travel and leisure bookings happening on mobile devices, it’s crucial to ensure your site is mobile-friendly. By focusing on a mobile-first user experience, a responsive design, and fast loading times, you can create a seamless journey from browsing to booking. If your mobile experience is clunky, users are likely to bounce.

Simplify the Process

Visuals are key to inspiring potential customers. Invest in professional, high-resolution images and videos of destinations and facilities. Consider adding virtual tours or 360-degree images to give users an immersive experience that can help them imagine being there.

Two men sitting at a wooden conference table, one is talking while the other listens. A laptop and sticky notes are on the table. Brick wall and large screen in the background.

Use High-Quality Visuals

A complex or lengthy booking process often leads to drop-offs. Streamline this by minimising form fields, offering guest checkout options, and providing clear progress indicators during the process. A simplified user journey helps users complete their booking quickly and easily.

We frequently hear about the frustration caused by complicated booking processes, and we’ve developed a solution to address it. With WebBox Insights, we implement the right tools and tracking to monitor how users navigate your checkout journey. Using this data, we provide actionable insights to streamline the process and boost your conversion rate. Interested in learning more? Discover how our Insights service can help optimise your website for better results here.

Leverage Social Proof

User reviews and testimonials play a huge role in influencing travel and booking decisions. Display customer reviews and user-generated content prominently to build trust. When users see others enjoying their experience, they are more likely to engage with you.

Personalise the User Experience

Personalisation can significantly impact user engagement. Use data to offer personalised recommendations based on user behaviour, such as suggesting trips based on past bookings or browsing history. A tailored experience shows users that your site understands their needs.

A man sits at a wooden table with a laptop in front of him, facing a woman. A screen behind him displays the word "WebBox" and other text.

Create a Sense of Urgency

Your call-to-action (CTA) should be bold and persuasive. Use action-oriented language like “Book Your Dream Holiday” or “Reserve Your Spot Now”. Ensure the CTA is in a prominent location and stands out with contrasting colours—and always make sure it’s visible without the need to scroll.

Three people in a meeting room with wooden table, one man smiling and sitting, another person partially visible working on a laptop. Green wall signs in background, door to the right.

Two men are sitting at a table in an office environment. The man on the left is smiling and wearing glasses and a blue shirt. A laptop and notepad are in front of him.

Two people are sitting at desks with computer monitors. One person, smiling, points at something on their screen while the other person, wearing glasses, looks on attentively. An out-of-focus person is in the background.

Offer Clear and Compelling CTAs

Ensure Transparency in Pricing

Hidden fees or unclear pricing are major conversion killers. Provide a clear breakdown of costs upfront and consider offering a price guarantee or price match to build trust and reduce cart abandonment.

Two women sit at desks in an office, engaged in conversation. One is smiling. Laptops and office equipment are visible around them.

Implement Retargeting Strategies

Not every user will book on their first visit, but that doesn’t mean you’ve lost them. By using retargeting ads on search, display, and social media, you’re able to offer exclusive discounts to returning visitors, and keep your brand top of mind, thus increasing your chances of converting them into bookings. Curious to see how this can work for your website? You can learn more about our paid media management here.

By implementing these nine strategies, you can turn more browsers into bookers and help your customers embark on their next great adventure. If you’re unsure where to start or want to see how your website stacks up, why not take advantage of our free digital audit? We’ll assess your current setup and provide actionable insights to boost your conversions.