It’s time to see our popular Site Conversion Analysis in action again. Our candidate page this week demonstrates how a number of subtle, easy-to-implement modifications to a page can alter the focus of the page, and most importantly, enhance its rate of conversion.
This week, we’ve taken a look at a page belonging to our client, Southern Africa Travel, a specialist South Africa Holidays operator.
Making Sense to the Eye - Organisation
The page in question deals with Cape Town holidays, so the first thing we look for is whether this subject is clearly communicated. If you compare the ‘before’ and ‘after’ images below, you’ll see how we have changed the colour of the title and made it bolder, aiming to draw the eye. An explanatory subtitle has been added. We have repeated the title a little way down the page so that the subject is unmistakable and immediate wherever you look. To the same end, the map of the destination has been moved from ‘below the fold’ to a prominent position next to the introduction.
We have also removed a column of thumbnail pictures down the right hand side, which our graphics designer determined was clutter rather than decoration; the images were too small to effectively evoke a destination or a holiday type. In the ‘After’ version each itinerary or hotel has an image tied to it, so every picture describes the accompanying text and vice versa.
Conversion Trends Define Content
What you might not be able to tell from the captions below is how we have re-organised the content of the page. The top half of the ‘old’ page was dominated by the client’s accommodation range – from luxury hotels to value – with a number of holiday itineraries listed further down. After conferring with our client, it was determined from the company’s conversions that their customers were actually opting for the itineraries rather than the hotels. This prompted us to give prominence to the Cape Town holidays on the page rather than the hotels, aiming to match the demands of potential customers.
Calls to Action
Calls to Action are simple measures, but are very important in making the most of your travel marketing solutions online. We have expanded and made a feature of the first message directing potential customers to the Online Enquiry Form as well as providing the telephone number. We’ve placed a second Call to Action banner further down to ensure there is always something within view to remind visitors to the page that there are ways to communicate with our client.
Enquiry Form
The smallest detail can upset the conversion rate of a webpage. On commercial sites across the Internet, operators are seeing scary number of sales and conversions going awry when customers abandon online forms half way through. It’s understood that customers become discouraged by the amounts of information they have to enter. For Southern Africa Travel, we’ve simplified the form on the page because even reducing the required data by a few fields can significantly increase its effectiveness.
See the Results
As you can see from our analysis, no single change we recommend here has made a dramatic deviation from the corporate style, but collectively our solutions help this travel marketing page significantly. We have brightened and sharpened the visual effect of the page and put the most important elements in plain sight. Each of our modifications is concerned with getting conversions – getting customers to interact with the website – which is crucial to the success of the page and the website as a whole.
Travel, Cat Litter and Infidelity
Site Conversion Southern Africa Travel
