3 ROUTESTO A WINNING HOMEPAGEBEST PRACTICES IN TRAVEL WEBSITE    TESTING AND OPTIMIZATION             PART 1
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Table o...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Your we...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Element...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Route #...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Route #...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    Route #...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    The Fir...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1    What No...
3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1     Rememb...
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3 Routes to a Winning Homepage

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"3 Routes to a Winning Homepage" takes the travel industry’s best of examples of online brands who are getting their websites right, and who have reaped conversion and revenue rewards in return. The eBook looks at crucial homepage elements such as imagery, search widgets and logins and loyalty programs, to help you get started on a path to better customer experiences, and hopefully, many more bookings.

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3 Routes to a Winning Homepage

  1. 1. 3 ROUTESTO A WINNING HOMEPAGEBEST PRACTICES IN TRAVEL WEBSITE TESTING AND OPTIMIZATION PART 1
  2. 2. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Table of Contents 3 Your Website Goals 4 Elements of a Travel Homepage 5 Route #1: Imagery 6 Route #2: Search Widgets 7 Route #3: Logins & Loyalty Programs 8 The First-Class Experience: Top Travel Homepage Award 9 What Not To do2
  3. 3. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Your website has one end-goal: We know: turning visitors into booked travelers is no small feat. A travel purchase is drawn out, complicated, to get travelers thoughtful. It’s much more complex than selling a pair of shoes. to book with you. But in the vast sea of destinations, promotions and But according to Forrester reservations your website offers, it’s important to get back to basics when it comes to content optimization. Simple is Research, one in five leisure better. Less is more. Easy is essential. travelers encounter problems booking online. And it starts with the homepage.3
  4. 4. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Elements of a Travel Homepage No matter where your visitors are arriving from, it’s crucial that your homepage eludes to the experience that the traveler will have by choosing to trip it with you. Find The Perfect Trip Increasing engagement with the search widget is high priority. Encouraging consumers to find their hotel, flight, car or cruise is a positive step to get them booking with you. Don’t Get Lost Providing clear and intuitive navigation to different site pages will help visitors stay on track through complex options and a multitude of Really there are destinations to choose from. Stay Consistent Your promotions and design must 3 always remain aligned with your branding. Don’t confuse visitors main elements across multiple channels or cause distrust. to pay attention to when perfecting your homepage:4
  5. 5. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Route #1 Widget is persistent and legible regardless Imagery of background image. Soon-to-be voyagers come to your site looking Visitors know what to book an experience. image they are seeing Hitting them with bold, Copy is displayed over a white in the rotation and can advance the carousel. beautiful photographs background, allowing legibility regardless of the image. of your hotel, cars, Background imagery does destinations, etc. will not compromise search immediately draw them functionality. in to your site and offers. Why? They want to see the real-life experience they will have. Easy carousel navigation Copy is displayed in white against a darker area of the background image to ensure legibility. Text placement varies depending on background image.5
  6. 6. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Route #2 Search Widget Since your No. 1 Light-grey background goal is to turn your anchors the search widget and “sign-in” functionality visitors into booked and helps grab the travelers, allowing viewer’s attention. them to immediately start trip planning from the homepage is a must. Strategic styles and placement of the search widget, so that it Copy is strategically placed stands out against your against background imagery to ensure legibility. imagery and promotions, is essential to getting visitors on the right path. Widget expands on click.6
  7. 7. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Route #3: Logins & Loyalty Programs Not only do you want visitors to book with you, Quick links for but you want them to flight check-in and status for remain loyal once they easy navigation do. A booked trip is just step one. Customers will often return to update their trip, check details or inquire about the loyalty program. Don’t make them hunt for it — quick links off the homepage for Prominent Loyalty reaching their account Program widget eliminates frustration for easy login-in or registration and encourages brand loyalty.7
  8. 8. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 The First-Class Experience Very clear navigation with CTA language Inviting Hero Imagery We’re awarding Carnival Cruise Lines as our Copy is strategically placed against Top Travel Homepage. background imagery With clean, consistent to ensure legibility. branding, excellent CTAs, widgets and inviting imagery, this brand is definitely winning customer experience points with their travelers. Search widget Clear CTAs with functionality helps branded colors grab the viewer’s that pop attention.8 Segmented promotions highlight different offers.
  9. 9. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 What Not To Do Reality check time. Is your homepage committing any of these crimes? Difficult carousel navigation Depending on the background image, the copy is not always legible. CTA links are lost against9 the background image.
  10. 10. 3 Routes to a Winning Homepage Experience : : Best Practices in Travel Website Testing and Optimization, Part 1 Remember: One size doesn’t fit all. Now that you’ve charted your routes to a better You’ll know what your homepage experience, it’s time to test. With A/B travelers like and don’t and multivariate testing, you’ll be able to test like. And with a testing your new images, updated layouts, improved plan in place, your site search widgets and clean navigation — with your will always be in live audience. “best practice” mode. But don’t ge t too comfor a lot more to table...there’s your site to o ptimize.10 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.
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