You can be offering the most unique, value-for-money experience – and yet, if it’s not sold in the right way, it may as well not exist.
NB: This is an article from Net Affinity
As part of a strong sales and marketing strategy, you must take all elements into account – from marketing to revenue, every area needs to be considered and covered if you want to be a successful independent hotel with sky-high direct bookings.
Subscribe to our weekly newsletter and stay up to date
Your landing pages are part of the scaffolding of your marketing campaigns. How you go about portraying, communicating and selling your offers counts.
What is a landing page?
44% of SaaS landing page images feature people
A landing page is a page created for a specific campaign with the goal of turning website visitors into paying customers. Unlike other web-pages, landing pages typically don’t have any links elsewhere – the goal is to drive people to one place that gives them all of the offer info they need, and a link to where they can book.
Landing pages should help convert your paid traffic into profitable direct bookings. The simple reason is that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and is typically loaded with links and navigation to other areas of your site.
That’s why directing paid traffic to your homepage means a user might get overwhelmed with irrelevant information and they’re more likely to leave your site to go elsewhere! Our attention spans as humans are only 8 seconds – use the time wisely.
Landing pages help you to send the right message to the right person at the right time.
How can you use landing pages to successfully convert people? Here are 8 top tips.
1. Starting from the beginning
Your landing page is built for a single goal. Don’t include any unnecessary elements that don’t reinforce the main message of your offer. Ditch the header navigation to remove choice fatigue and keep users focused on the task at hand, making it absolutely clear what action they should be taking.
2. Your headline
8 out of 10 people will read your headline, and only 2 out of 10 will read the rest
The perfect headline that quickly grabs your ideal guest’s attention is a good start. If people don’t make it past your headline, there’s no way they’re going to ever hit the “book now” button. Remember you can increase your conversion by 40% by simply tweaking the headline!
To help you decide on your headline types, take a good look at your customer personas. Build a campaign designed to appeal to one or two of them, and then write the headline in language and terms they’ll appreciate.
3. Message Match
A fundamental aspect of successfully converting customers online is by making sure your messages match up between all your different platforms including website, social media, email communication etc. Harking back to attention spans, people don’t have the time, head space or energy to dissect or decipher between mixed messages. In order for them to book, they need to see the same message across the board and they need to see it quite clearly!
Make sure your landing page uses the same headline, benefits and prices as your social ads/email campaigns. Strong message match increases conversions because it reassures people they’ve come to the right place.
4. Visuals & video
Video can improve conversion rates by up to 80%, so if you have strong video assets, we encourage you to use them. If not, visuals are perfect too – just use the right ones. We are visual creatures. When you’re choosing your visuals, be mindful of how the colours/style work with your brand. It’s like message matching – you want people to know that this is your hotel, and you want to be recognised easily.
