Jul 25, 2015

Analyzing Visitors’ Behavior To Increase Conversion Rate

book hotel onlineA travel website is supposed to give information that visitors seek. When you know the kind of visitors your site gets, you can customize the information to make it more geared to your visitors. That way, your site will not be dispensing generic information that has the same content as thousands of other travel website in the World Wide Web. It will allow you to cater to each type of demographic, so that your content is laser targeted.

Kind of Visitors Visiting Travel Sites

Basically, visitors coming to travel sites are of three types. These are the individual or solo traveler, who wants to explore the world; the traveler who is more worried about making comparisons and finally, the careful and guarded traveler. You can easily figure out which category your visitors fall into by analyzing the pages they visit.

Analyzing Visitors’ Habits

Here are a few things to look for when you are analyzing your visitors. Nearly all travel sites will have a mix of visitors.

The Solo Traveler: In this category, the visitor will visit several webpages to carefully check all the options you have to offer. Usually, such a traveler is keen on traveling, but wants to ensure they get a safe and caring place that meets their traveling needs. Such a traveler will browse through all that your site has to offer and then immediately do the booking. He or she will not return or go to another site to check or make comparisons. They know what they want and if your site can meet those needs, they will use the site to make the bookings online.

The Shopping Traveler: This type of traveler, perhaps, is the most common one, who wants to get more value for the money they spend. This traveler will be on the lookout for the best deal. Since such travelers usually are on a fixed budget, they will not be tempted by false promises. Furthermore, the shopping traveler will not make a decision right away. They will note the special deals that your travel site has to offer compare it with other sites. And, if they find your site offers a better deal and more bang for their money, they will return a little later and do the booking. So, visitors who are checking prices usually fall into this category and will not waste time checking other pages.

The Careful Traveler: This traveler is cautious and wants to be sure the information available on the Net is offered by a genuine company. They will have no qualms about wanting to call you to ensure you are reliable and trustworthy. Such a traveler often will visit your site’s Contact Us page to get your details and will not bother with other webpages. So, if you are targeting this group of visitors, you will need to make sure your contact information is easily found. If you use a contact form, make sure it is to the point and does not force them to input unnecessary information. Otherwise, they will leave your site and go to your competitor.

Using Visitor Information to Your Advantage

While Google Analytic is a wonderful tool to understand visitor behavior, there are various other tools available to help you get precise report on the behavior of your website visitor. After you have checked and analyzed the habits of your travel website visitors, it is time to gear your site to the kind of visitors you want to cater to. This said, you can easily adapt your site to all three types of visitors, as long as you can meet their needs.

Make sure your travel site is found in search engine results. This could mean optimizing your site not just for search engines, but also for your target visitors. You would have to optimize webpages for each type of visitor, so that the pages show up in search engine results and visitors get direct access to the information they seek and use your site over your competition. Remember, too little information will increase the bounce rate, whereas too much information will overwhelm them.

What Visitors Want from Travel Sites

When website visitors come to travel sites, they are basically looking for the following information:

•    Reviews of hotels and attractions by genuine visitors
•    Star rating of hotels and restaurants
•    Amenities offered by hotels

So make sure you have this information available without having to go through too many pages. Use clear images with excellent captions to attraction visitors’ attention and keep them glued to the content. This will help you promote your property and make it more attractive to prospective guests.

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