rezstream webinar: 10 ways your website is driving customers away

10 Ways Your Website Is Driving Customers Away 1

10 WaysYour Website Is

Driving Customers AwayDon't let your website take

money out of your pocket!


Contact me if you have questionsLyles [email protected](720) 420-7783

Additional Resources• Blog• Webinars• Resource Guides• Business Evaluations

mailto:[email protected]

https://www.rezstream.com/education/blog

https://www.rezstream.com/education/webinars

https://www.rezstream.com/education/resource-guides

https://www.rezstream.com/digital-services/free-business-evaluations

https://www.rezstream.com/education/resource-guides/definitive-guide-to-a-high-converting-website


FREE Business EvaluationsSee how well your business is performingYou’ll get a clear idea of how you can improve your online booking engine, Internet marketing, and website design. Make the appropriate adjustments to ensure the best experience for your guests.

www.rezstream.com/evaluations


You’re targeting the wrong keywords

Visitors are expecting to see websites based on the keywords they searched in the search results.

#10


The importance of keywords

1. Keywords are the foundation of your website content.

2. Keywords help visitors understand the purpose of your page.

3. Keywords help search engines understand the purpose of your page.


The different types of keywordsBroad KeywordsBroad keywords are short words or phrases that:

• They may apply to your industry and company.

• They may apply to every company in your industry.

• They may apply to other industries.

Long-tail KeywordsLong-tail keywords tend to be longer words or phrases that:

• Are more specific to your company or industry.

• Are easier to rank for.

• They bring in the most relevant and qualified traffic.


The different types of keywords


Your website isn’t responsive OR you lack a separate mobile website

Make it easy for them to use your website on any device.

#09


Google Recommends Responsive Design – 06/06/12

54% say that mobile usability is their main reasons for booking on another device

Mobile bookings in travel have grown by 1,700% between 2011 and 2015, moving from 1% to 18% of online revenues.


Responsive design is a win-win situation

You get• To save money managing one website.• Increased reach on smaller devices.• Increased sales & revenue.

Your guests get• Access to all the pages on your website.• A user-friendly experience on all devices.• An easier way to book while on mobile.


Your guests are waiting to for your website to load

Don’t make them wait.

#08


And waiting, and waiting, and waiting…Poor load times are a result from:• Bad web host.• Heavy images.• Widgets (3rd party resources).• Poor HTML/CSS coding.

Use Google PageSpeed Insights tool to see how you can improve your website

speed.

https://developers.google.com/speed/pagespeed/insights

https://developers.google.com/speed/pagespeed/insights


Your website design is outdated or has a poor layout

Oftentimes the first interaction with your guests.

#07


What makes for a bad website design?

Having the wrong focus!

A good website design will convert more visitors into paying

customers.

NOT

Be known for winning design award contests!

How does it happen?• Haven’t updated your technology.• Organization goals changed.• Decision maker is busy.• Too much stuff.

How do they impact business?• Scare customers away.• Confuse potential buyers.• Leaves a bad impression of your property.

Make sure your design is good - hire a good web designer


Hire a professional for your next design

Selecting a vendor is a crucial step and is where most people go wrong.

• Lodging websites are very specific solutions that need to be built and designed for lodging properties.

You wouldn’t hire a furnace sales rep to come over and service a broken furnace,

would you?


Your navigation doesn’t help them find what’s most important

Make it easy for them to find the information that helps them buy now.

#06


Guide your guest to the most important information When a visitor hits your website the end goal is to get them to book online. Generally speaking, guests will know how to do that but with a clear navigation you'll be able to walk them through the buying cycle as it relates to your property.

• You know what activities people like.• You know what restaurants are open.• You know what specials increase

bookings.• You know what areas to avoid.• You know what images sell your property.


Dos and Don’t of website navigations

Dos• Do Lead with your money pages.• Do Top link should be clickable.• Do Your logo is your home link.• Do Include contact options.• Do Use subnav for interior pages.

Don’ts• Don’t Start with a home link.• Don’t Clutter your navigation.• Don’t Have too many dropdowns.• Don’t Have too many links.• Don’t Link to mobile website.


Your content staleMake your content, engaging, relevant, informative, and snack sized.

#05


Content is KINGHigh-quality content does two very specific things:

1. It helps ensure the search engines are driving quality traffic to your website to read that content based on their search results.

2. Plays a direct factor in delivering the information your visitors are looking for in order to determine if they are going to spend their money with you.


How to make content impactful• Make It Engaging

– Engaging content is the key to grabbing their attention, helping them visualize and experience your property, and persuading them to make a purchase. Try and paint the picture with your words as to the experience they will have when visiting your property.

• Keep It Relevant• Informative• Snack Sized

– Remember that whole eight-second attention span thing. For consumers who aren’t willing to read paragraph after paragraph, what they are willing to do is skim content for things that stand out. This is where headings, bolded text of the most important points, and bulleted lists come into play.

• Proofread


The images on your website are poor in quality

A picture is worth a thousand words, it’s also

worth 1,000 bucks!

#04


Stop selling your property short, hire a pro

Pros• Experienced in the industry.• Advanced equipment.• Used to working long hours.• Experienced with photo editing.• Quality over quantity.

Why?• Proves credibility of property.• Paints clear picture of the experience.• Drives additional revenue.

Joes• Cost-friendly.• Available when you need them.• Quantity over quality.


Photo Edits


There’s a lack of Calls to Action

Take the guessing out of it and tell them what you want them to do.

#03


What to consider when creating calls to actionA call to action is an instruction designed to provoke the audience to do something. In the lodging industry, more than 60% of all reservations are made online.

Clear text of the desired action Examples include book now, book it, reserve now, and reserve it. Stay away from passive text like, “check availability.”

ColorsYour calls to action need stand out. Contrasting colors work best to make calls to action buttons stand out.

Location, Location, Location Hiding a call to action at the bottom of the website below the fold doesn’t help the user. Neither does moving that button’s location around on different pages.

The proper use of calls to action buttons can make or break your

website’s conversion rates. Anything less than a 2% website

conversion rate is dismal.


Which color should you pick for your website?

The main website calls to action need to be centered around booking now!

The calls to action need to be clear and concise to the user.

You need to tell them exactly what their expected action needs to be.


You don’t offer packages or special offers

Everyone’s looking to save money, give them a reason to do it at your property.

#02


Do it tastefully and do it timelyThere’s an art to offering specials as you don’t want to devalue your brand.

However, specials are a great way quickly draw interest and provide and affordable option for your property.

It’s also a great way to bundle your inventory to ensure it’s off the books.

Don’t forget to add the special to your booking engine!


Dos and Don’ts of online specialsDosDo Create a unique landing page.Do Cater to mobile users.Do Measure your results.Do Offer a promo code for quick booking.Do Include a ending date to the offer. Don’ts

• Don’t Hide Important details.• Don’t Spam your customers.• Don’t Be afraid to try new outlets.• Don’t Force them to call to book.• Don’t Have too many restrictions.


You’re missing an

online booking engine

If they can’t book your property online, what’s the point?

#01


148.3 million travel bookings are made on the internet each year

What are the advantages of an online booking engine?

• Receive bookings 24/7/365.• Take payments online.• It’s good customer services

Make sure your online booking engine offers revenue tracking so you can understand where your business is

coming from.

Organic, direct, referral?


A high-converting booking engine includes1. Seamless transition.2. See available units based on the search dates.3. See unavailable units based on the same search.4. Filter units based on pricing, capacity, or

amenity.5. Offer packages and POS items.6. Clearly outlines terms & conditions.7. Display multiple rates or discounts.8. Create promos for more enticing offers.9. Offer commission-free gift certificates.10. Integrations with 3rd parties.11. Multiple ways to access the booking engine.


Exit intent technology

If they’re going to leave, at least say goodbye to them before they go!


Opt-In Monster | Lead Generation70% of people who leave your website will never return, not everyone is ready to book now.

With exit intent technology you can present timely popups that can be used to:

• Win a free getaway to your property.• Offer a downloadable itinerary guide.• Sign up for newsletters or special

offers.• Give a discount to book with a promo.


Opt-In Monster | Examples


CartStack | Booking Engine AbandonmentRecover 15% or more of your abandoning customers with automated shopping cart recovery emails.

With cart abandonment you'll bring customers back by sending them real-time, conversion-focused emails to persuade them to finalize their purchase.


The EndTime to update your website.