No matter what stage of the holiday planning journey they’re at, when guests land on your hotel’s website, you want them to complete an action. Sign up for your property’s email newsletter, make an enquiry, share your content or make a booking.
When it comes to giving travellers the gentle nudge they need to take the next step to engage further with your business, creating a compelling call to action or CTA plays a crucial role. A CTA generally takes the form of a clickable button and simply, clearly and persuasively urges consumers to take the desired action. If your website is achieving high levels of traffic but your conversion rates are uninspiring, your calls to action may be letting you down.
Here are 3 simple tips for boosting your website’s CTAs.
1. Cut Straight To The Point
CTAs are no place for subtlety.
Be direct, clear and concise in your approach so your guests are left in no doubt about the action they should take next.
Draw on direct, actionable language to urge travel shoppers along the booking funnel and pay close attention to phrasing and word order: “Call us now for great savings” is stronger than “Give us a call for great savings”, for example.
2. Create Urgency
Your CTA should inspire urgency so that your visitors are compelled to book, or risk losing out.
Make it clear that the clock is ticking on your promotion by using words like “today,” “now,” or “limited time only” in your calls to action to show that your offer won’t last forever. It’s an old trick, but it works.
3. Make It Simple
If you want guests to complete the task you’re urging them to, then they’ve got to be able to do so within a few clicks – a complicated CTA is pretty much guaranteed to fail.
The process of carrying out the task in question should be seamless. For example, if you want your guests to sign up to your mailing list, make sure the process is as quick and straight forward as necessary, if you want them to get in touch by phone, make sure they can click to call in an instant. If you’re urging them to book, ensure the link to your booking page is right at their fingertips.
Creating the perfect call to action is a delicate art. It needs to be clear and simple enough that guests can understand what you want them to do at a glance and compelling enough to actually convince them to do it.
Have you paid attention to the CTAs you’re using in your hotel’s marketing recently? Let us know in the comments below!