How often do you go to your hotel website and look at it with fresh eyes? It can be difficult to look at your own hotel website impartially, from the user’s perspective. The solution to this problem is to conduct a usability test.
A usability test refers to the process of evaluating a product or in this case, your hotel website, by testing it on users.
Your website could be costing you a load of bookings if you don’t test it periodically to see what is working and what isn’t. Usability tests allow you to get valuable insight into how your users are interacting with your site and will highlight which touchpoints users are abandoning their booking.
The aim is to offer users an intuitive interface, which has a speedy booking process requiring minimal effort from the user.
OTA giants like Booking.com are so successful because they constantly test, and modify their browsing and booking experience. As with all multinationals, such OTAs have the budget and resources to carry out these extensive tests and research into user experience and its impact on conversion rates, so it’s worth taking note when they make changes to their sites.
Emulating OTA user experience is effective because the user will be more familiar with these sites, using a similar layout will make your site even easier for them to navigate.
Key points to look for:
Find the full article here.
