These days, consumers seek convenience and simplicity more than ever when shopping online, and there’s one crucial element that can significantly improve user engagement and online bookings on your website – the placement of the Book Now button.

You want your Book Now button to be prominent and visible at all times, ideally in the top right corner, so that no matter where the customer is on your site they can complete their booking journey in the fewest clicks possible, and before they lose interest. If they have your page loaded up at the same time as a competitor, the one that’s easier to complete the booking will almost always succeed.

The difference may seem minimal, but think about it in terms of percentages. Picture this as a hypothetical:

  • The conversion rate of customers who visit your site is currently 1% (meaning 1 in 100 people who visit your website will complete an online booking)
  • You increase that from 1% to 2% by including a prominent and effective Book Now button
  • You have potentially just doubled your direct online bookings


How to design and position your booking button to drive more bookings

Here are four key principles to focus on when designing and placing your Book Now button on your site. Open your own website, or even click on a competitor at the same time, as you read through these and see how it compares.

1. The power of visual hierarchy

When designing a website, it is essential to establish a clear visual hierarchy that guides users’ attention towards the most critical elements. The Book Now button, being the ultimate call-to-action button (CTA), should be placed on your homepage, strategically ‘above the fold’ to ensure its prominence. Research suggests that the upper-right corner of a webpage tends to attract the most attention, as it aligns with users’ natural reading patterns. By placing the Book Now button in this prime location, tour and activity operators can maximize its visibility and encourage immediate action to move through to the booking page.

2. Consider contextual awareness

While the upper-right corner is generally an ideal placement, it is equally important to consider the specific context in which the Book Now button will be displayed. Take into account the overall layout, surrounding elements, and the user’s journey through the website. For instance, if tour or activity providers offers a detailed itinerary, pricing or highlights specific features, placing the Book Now button adjacent to these descriptions can enhance the user’s decision-making process, increasing the likelihood of conversion.

3. Embrace mobile responsiveness

In our mobile-driven world, it is crucial to optimize the placement of the Book Now button for smaller screens. With limited space available, tour and activity operators must prioritize mobile responsiveness – in fact, when we think about our ‘website’ we should be thinking of the mobile site first, as this is how most people will see it. Placing the Book Now button within thumb reach ensures effortless accessibility for users, enhancing their overall mobile experience. This strategic placement reduces the need for excessive scrolling, making it more convenient for potential customers to confirm their bookings promptly.

4. Utilize A/B testing for continual optimization

While following best practices for Book Now button placement is a great starting point, it‘s essential to recognize that user behavior can vary across different industries and target demographics. A/B testing becomes indispensable in determining the most effective placement for your specific audience. By conducting controlled experiments, tour and activity operators can obtain invaluable insights into user preferences, allowing for continuous optimization and improvement.

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When it comes to the design of the button itself, always keep these things in mind: 

  • Clarity of purpose: Use clear language that states the button’s purpose and directs users towards the intended action
  • Contrasting Colors: Opt for a button color that starkly contrasts with the background, facilitating easy visibility and encouraging user interaction
  • Prominent placement: Position the button strategically, somewhere accessible at all times when a customer wants to complete their booking
  • Actionable language: Use language with actionable verbs, motivating users to take the desired action, such as “Book Now” or “Sign up”
  • Continuous testing and fefinement: Regularly test your buttons with different variations such as designs, placements, and text. This iterative process will help you improve your conversion rate one step at a time

Making sure you have a well-placed and visually prominent Book Now button is key to increasing the online bookings your website is generating. By capitalizing on the power of visual hierarchy, considering contextual awareness, embracing mobile responsiveness, and utilizing A/B testing, operators can enhance user experience and increase their chances of securing bookings. In this fast-paced digital landscape, utilizing website tools and understanding the significance of every element on a website is pivotal. With careful consideration and data-driven decision-making, tour and activity operators can establish an online presence that captivates potential customers and solidifies their success.

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