Ultimately, all of the hard work and effort that you pour into your website comes down to a pivotal second or two when a new visitor arrives and decides if it’s worth the while to stick around a bit. Travelers who are researching things to do in their chosen destination will bounce from website to website, only clinging to one or two that instantly engage them. It can seem daunting. How do you create a sticky travel website?

Noticing that your bounce rate is high or that your conversions have dwindled over the last several months? It may be time to revamp your website to make it sticky.

Here’s a few tips to consider.

Evaluate specific metrics to learn what’s working and what’s not

Before you start switching your website design and implementing new features to increase the amount of time your site visitors spend on your website, you will want to use analytics to develop a better understanding of the activity on your page. The metrics that you need to consider include the revenue by traffic source, the percentage of returning customers, and the highest traffic volumes per landing page. This will allow you to see who is most interested in your site and what they find most valuable on your website.

Personalize the booking process

Personalization is the key to the future in the tour and activity industry, and you need big data to make it happen. However, when you make an effort to personalize your website and to customize the online booking process based on the needs and preferences of the individual consumer, you will notice a significant return on your investment.

Restructure your website content

As a tour and activity operator, it’s easy to assume that more information is better for your customers. However, sometimes giant blocks of seemingly endless words can be intimidating to an online site visitor, and they may quickly abandon your page. If you are noticing a higher bounce rate than normal, consider restructuring your content so that it is broken up by subheads, bullet points, images and videos. This will make your page scannable and therefore will make it easier for a traveler to navigate. It is particularly important to keep text short and sweet, considering most people are beginning their online booking journey on a mobile device.

Prove that your brand is trustworthy

Travelers need to feel that they can trust your tour and activity company before they book one of your products. You can establish trust on your website by showcasing your online reviews from your homepage, by adding video testimonials from happy travelers, and by interacting with your followers on your social pages.

With powerful visuals and relevant information, you can keep the attention of your target audience. The longer that an individual stays on your website, the more likely it is that the person will book one of your tours and activities. Generally, your website will need to be evaluated and updated frequently in order to stay interesting and relevant in this ever-changing industry.

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Image credit: Andrew Haimerl