Tourism Website Conversion Tactics: Turn More Website Visitors into Paying Customers

To take your website from an ‘online brochure’ to a 24/7 sales machine, you need to be thinking strategically about what types and format of content will help persuade your visitors to complete your conversion goals.

Now, a conversion goal is a measurable action that you want your website visitors to complete in order for you to track your return on marketing investment. So, a conversion goal can be a sale, download, enquiry – whatever you place a value on that relates to you achieving your website marketing goals and objectives.

For Example. If you are a destination, you will want to be tracking visitor guide downloads or views, and if you sell product on your site, then you will definitely want to be tracking sales. As a tourism business, your main conversion goals will be enquiries and sales.

So, to ensure your website is actively encouraging as many of your website visitors to complete a conversion, I thought I’d share a few website development and design tactics that are geared to promote healthy conversion rates.

 

Share Engaging & Inspiring Content

As we’ve already noted in our blog post How to Create an Engaging Tourism Website, you must share inspiring content in order to build the trust with your website visitors, as without trust, you will have little chance converting your website visitors into paying customers.

Your Actions

Fast website load time is essential!

There is nothing more frustrating than viewing a website that takes forever to load. So, to ensure you keep your visitors on your website, you must ensure your website load speed is fast!

Your Action

  • Undertake an audit of your website load speed on a number of different desktops and mobile devices. If the load speed is longer the 7 seconds, then you will need to speak to your website developer or website host to rectify the situation.
  • Ensure when you upload images onto your website, that you reduce the file size to under 200KB.

Minimise broken links & create custom 404 pages

Webpages that no longer exist will absolutely impede on your website’s chance of creating a conversion. And secondly, 404 pages with no call to actions are easily dismissed by potential customers, whereby they will leave your website all together if not given any option to progress into the site.

Your Actions

  • Visit Online Broken Link Checker to check your website for broken links
  • Speak to your website developer about creating a custom 404 page, and ensure your 404 page offers your visitor a range of call to actions to enter your website (eg. your Home Page, Blog Home Page, About Us Page, etc)

Every page must have a Call to Action

When you are writing the copy for your web pages, think strategically about what the purpose it for each page. From there, identify the next step you want your visitors to take… do you want them to:

  • Sign-up to your enewsletter
  • Read a blog post
  • Visit your photo/video gallery
  • Book online
  • Make an enquiry
  • Visit a specific page in your website

Whatever the case, ensure you give them the tools (hyperlinks, embedded sign-up forms, book now button etc) so it is easy for them to take that next step. These call to actions are you way of influencing your visitors journey into creating a conversion for your website (whether it is a sale, enquiry, PDF download, time on site average etc).

Your Actions

  • Identify your top 10 Landing Pages, top 10 Exit Pages, and pages with high Bounce rates (anything over 50%)  in your website, and optimise them with a call to action first.
  • Over time, review all of your webpages and ensure they have a relevant call to action
  • Ensure all new webpages you create feature a relevant call to action

Ensure your website is Customer-Centric

In order to maximise conversion opportunities, your website needs to be centered around your Ideal Customers. So, rather than developing a website that is a reflection of business practices, your website needs to be developed taking into consideration the needs and predispositions of your Ideal Customers.

So when creating a website, think about how you will provide clear customer journeys, through navigation and call to actions, which should support your overall website marketing goals.

Your Actions

  • Analyse your current customer journeys in Google Analytics > Acquisition > Visitor Flow, and from there, identify what path the majority of your customers take on your website. This will indicate whether people are flowing through your website from A-B-C_D-Conversion, or whether they are going back and forth on a couple of pages (which tends to happen), and leaving your website without making a conversion.
  • As per the above, ensure all of the main pages in your customer’s journey are optimised with relevant Call to Actions.
  • Learn more about what Customer-Centric Marketing is by reading our blog post > 

Promote your Testimonials & Customer Reviews

As the third most trusted form of advertising, customer reviews are a sought after resource when it comes to making a purchasing decision in any industry. Therefore, on your website, you need to be promoting all of your reviews and testimonials.

Your Actions

  • Encourage your visitors to write a review on your TripAdvisor listing. You can do this by promoting your TripAdvisor listing URL on promotional material; have an iPad set up at your registration desk/on tour so they can easily login and write the review – just make it easy for your customers to do it!
  • Embed your TripAdvisor Reviews into a sidebar, footer, or ‘testimonials’ page
  • Ask your happy customers for a review to use on your website. If you can, ask them for a photo too, as testimonials are that much

Place your ‘Book Now’ button in your header

You don’t want to make it hard for potential customers and visitors to book products, so ensure your main sales call to action (whether it is a Book Now button, or a Product Search & Book Button) is available and accessible from your header. This means it will always be identifiable to the visitor, no matter what page they land on.

Your Action

  • Speak with your website developer about ensuring your main sales call to action is accessible in the Header of your website.

Keep your online payment process simple

Shopping cart abandonment rates are increasing, so ensure you payment process is streamlined, and is completed in 3-4 steps – as the longer it takes to complete a purchase, the more opportunities you give your potential customers to abandon the sale.

Your Action

  • Test your shopping cart payment process, and ensure it is succinct and easy to complete.

Ensure your contact details are front & centre

There is nothing more frustrating than browsing a website looking for contact details. Ensure you have a tab in your main navigation dedicated to your contact details, and also have your main contact details featured in your footer too. You may even like to have your main contact method available in your header, such as a dynamic phone number (which can be clicked on for those accessing the site on a mobile device).

Your Action

  • If you need to, speak with your website developer about the placement of your contact details.

Now, it’s time to implement your learnings…

Well there you have it, 13 action items for you to complete to get you on your way to creating a high-converting website for your destination or tourism business. If you manage a high-converting website, that is, you convert more than 5% of your visitors, then we’d love you to share your success in the comments below!

 

About the author, Paige Rowett

Paige is the co-director of Tourism eSchool and a Tourism Marketing Consultant (www.paigerowett.com). Paige is passionate about working with tourism destinations & operators to create sustainable marketing strategies, specialising in marketing strategy, customer advocacy, customer experience, content marketing, website strategy, search engine optimisation & blogging.

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