As a hotel manager, if you’ve been struggling to increase search traffic to your hotel website, improve newsletter signups, acquire more leads, and attain more guests than before, it’s quite possible that your bounce rate is way too high! In layman’s terms, visitors and guests who come to your landing page bounce off immediately, before giving you a chance to convert them from a visitor to a lead! While you are responsible to increase traffic on your website by optimizing several factors (like exit rate), you don’t want a higher bounce rate for obvious reasons.
But what is considered a good bounce rate for a hotel website? One way to increase your conversion rate is by having more landing pages and interlinking them on your hotel website. A 2017 study, conducted by HubSpot and shared by Ion Interactive, revealed that companies (including big hotels) with 40 or more landing pages get 12 times more leads than those with 5 or fewer landing pages.
For hotel marketers ensuring that the hotel’s website is search engine optimized and visitors aren’t leaving the website as fast as they arrive is critical. Bounce Rate typically indicates that the visitor’s expectations were not met and they left the website. They arrived and did one of the four actions (within 10-30 seconds, depending upon the set or adjusted bounce rate): either clicked the button back or closed the browser, typed a new URL or did nothing (session times out after 30 minutes).
Across all industries, a good bounce rate is anything below 50%. According to Hotel News, the average hotel bounce rate is 43%. This is good if they’re landing on one page, converting and then exiting.
Saying all the things about the bounce rate, now let us see how to reduce it on your hotel website:
1. Improve Hotel Website Content Quality and Readability: Your hotel website content should be easy to read and without any doubt, its quality must be high. Large chunks of text always scare readers away, so divide your article into manageable paragraphs and use subheadings and proper bullet points to make the text easier to read and scan. You can also aid readability by writing more succinctly and in a friendly, conversational tone, or by incorporating images, charts, quotes, and screenshots. You can always check your content readability here: https://readable.io/
Also, don’t forget to format your article properly to increase the readability. Your content needs to be formatted in a way that makes it easy for people to skim, clearly identify the main points and digest them within a few seconds.
2. Utilize an AI-powered Chat-based Assistant: The best part of an AI-powered chatbot is that it understands how your hotel guests behave and respond accordingly by rendering hyper-personalized and diligently-tailored recommendations based on their intents and preference. Now, it is quite obvious that you can make your website visitor stay longer by deploying the chatbot on your website so that the guest will start conversing with it thus reducing your bounce rate to a greater extent.
3. Ameliorate Your Page-Load Speed: No one likes a slow loading webpage! So, one of the easiest ways to lose a website visitor is that you make your webpages heavy (but you won’t do that!) Research conducted by KISSmetrics concluded that 47% of consumers expect a site to load in 2 seconds or less and 52% of consumers state that the quickness of page loading impacts their site loyalty. Another alarming statistic revealed by Gartner is that 40% of people abandon their bookings if a hotel website takes longer than 3 seconds to load because who would like to waste their valuable time, right?
Do you know there are a number of ways to speed up your website without sacrificing content – from implementing new image formats to removing outdated plugins your website may not be using anymore? If you as a hotel manager need some assistance on the same then speak to your web developer to see if there are behind-the-scenes tweaks to make your website leaner and meaner in all sorts!
4. Be a Naysayer to Annoying Pop-ups: While pop-ups are an effective way to quickly grow your mailing list, try not to use them on your website or consider limiting its use as they annoy most visitors and lead to higher bounce rates. If you decide to go ahead anyway, make them as much unobtrusive as possible!
The only case where most marketers consider pop-ups are okay is when you are using an exit-intent tool like Bounce Exchange or the more affordable alternative OptinMonster, which use mouse-tracing technology to identify when a visitor is about to leave the site and show a pop-up to reduce the likelihood of this. (Amazing, isn’t it?)
5. CTAs For the Win! You might be startled to know that 70% of small business B2B websites do not have CTA (Call-to-Action) buttons! That is most likely why they have a high bounce and low conversion rates! It is crucial for all the hoteliers to make their sites’ user experience as seamless as possible (don’t forget to optimize your website’s UI as well), so make sure you guide their journey from one page to the next through compelling CTAs. In order to identify where you should be adding your CTAs, track your visitors’ behavior with tools like heat maps to see where they are becoming confused and pausing in their journey.
6. Make Your Website Mobile Responsive: Mobile users are even more impatient than desktop visitors. Your website should have a responsive design to ensure it displays properly (without any truncation) on iPhones, tablets, and other mobile devices. Nowadays, even Google considers mobile-friendliness as an important factor which has a huge impact on your overall hotel website ranking (check yours here: https://search.google.com/test/mobile-friendly), so if your website is not mobile-responsive, it will not rank well in Google’s results pages even if it features high-quality content and has a higher domain authority. Now, you know what you have to do!