By Blake Ng — 19 May 2020
Travelers visit up to 15 experience websites before making a decision to book. Travel insights suggest that more than 90% of visitors who reach your website won’t make a booking. This, is what I call the inspiration stage of the booking journey, which is where the opportunity lies and success hinges on how well you construct your product pages. The ultimate yes to book is made up of many micro yes’s that your product page needs to address.
Here are some tips on optimizing your product pages to increase booking intent.
Let’s start with the top part of your product page.:
Look at your headlines. Keep them short and concise (aim for no more than 70 characters). The headline should sell the experience and let your audience know that they are in the right place.
You can also add a short summary under the headline to further describe your experience.
Choose a hero image that captures the essence of your experience. Choose images that incorporate your actual guests enjoying your experience. It’s important to keep images authentic and relatable.
Include a price from the currency that it is in.
Add a book now button alongside or underneath your headline and summary text. If you’re embedding an availability calendar. Make sure it is visible above the fold at least on desktop – if not completely – it should be there to indicate that bookings can be made.
Help your audience know that they are in the right place with some with key points about your experience. Include; duration, location, inclusions, suitability, price…think about your typical customer. If they are families, let your visitors know the experience is suitable for kids and families.
When writing about your experience break the information into short bite-sized chunks. Tell a story. Separate your information into sections with headlines and authentic images of your experience. Keep it visual and at all times use plain language with a friendly tone.
Let your audience know what measures you’re taking during COVID-19. How are you keeping your tours & activities hygienic? Do you have any social distancing protocols in place? Don’t just include it on your homepage, include it in your product descriptions as well. Make sure your audience knows how you’re keeping them safe at each individual activity. If possible, make sure your images reflect this as well, as they say, an image speaks a thousand words. Do you have images of how you’re social distancing during the tours? You could also showcase how you’re keeping your equipment and premises clean. Assure your audience that you’re open, operational, and positive about the future.
Importantly, make sure your book now button stands out and is accessible during the entire scrolling journey. This can be achieved with sticky headers or footers. Use button colors and whitespace to make your book now button pop from the rest of the page. If you are embedding an availability calendar ensure that it is visible above the fold and can be accessed in one-click.
When it comes to the experience – Let your visitors know, what to expect and what’s included. Things like what to wear, food, equipment, transport, accommodation. Let them know what’s not included; is there anything that they need to hire or bring. Add a supporting section at the bottom of your page with product-specific frequently asked questions.
Make it human and personal. Add profile images and descriptions of your guides, drivers or instructors.
If you’re running a tour, add a visual itinerary with an image, title, and short description for each location or place of interest.
If you have several price options, include a pricing table or list. Include payment information – deposit or full payment. Include your cancellation and refund policy. So that when it’s time to book you have minimised confusion about how the prices get calculated, what needs to be paid and what the cancellation policy is. Being upfront and transparent grows trust.
Add a gallery of images and videos, showing your guests enjoying your experience. Keep it authentic and relatable.
Incorporate social proof on your product pages. Add reviews from Google or TripAdvisor. Add Instagram feed images and content. Add testimonials from your guests. Include a photo of them enjoying your experience or a headshot if you have one. Include their name and where they are from.
Alleviate anxiety around security and legitimacy. Include security badges (such as SSL), accepted cards and payment methods. Add tourism awards and accreditations.
I hope that during these challenging and uncertain times businesses like yours are able to implement these strategies for business to thrive once the current situation resolves.
Do you have a website? If not, we highly recommend you set one up because 83% of US adults prefer to book their tours online, according to a recent survey. Consider using the Rezdy one-click website, you could set one up for your business in a matter of minutes. It uses all the tips mentioned above so you can rest assured it’s designed for conversions. It’s available across all Rezdy plans, so sign up today for a free 21-day trial.
Written By – Peter Jotanovic– Product Research & Design Lead, Rezdy
Peter specializes in translating business strategies and operations into robust online and digital design solutions geared toward better understanding and enhancing the customer experience.