How experiments can help you double your direct bookings
Testing small changes is the clearest path to more direct business
Rodrigo Perez Garofalo
Aug 30, 2024
TABLE OF CONTENTS
Designing Experiments to Grow
Ever feel like you're just guessing what works on your website?
You're not alone.
That's what mostly everyone does, not because they want to, but because they don't know the alternative.
But what if you could know for sure what makes guests book more rooms?
That's where experiments can help you.
The Scientific Method
CRO is very similar to the science experiments everybody used to do in high school (yes! they're going to be helpful as an adult)
The process is simple:
Look at what's happening on your site
Guess what might make it better
Test your idea (a/b testing)
See if the new version performed better
Implement it if it did
Document what you learned if it didn't
The key here is to do this at volume.
"Volume negates luck" is one of my favorite quotes.
You might miss the first, second, or third experiment.
But at some point, it will start giving you good results.
Setting Up Your Experiment
Find the Problem: "Most people are leaving on the room page"
Make a Guess: "Improving the quality of the pictures will help solve it"
Design the Test: Create a version with better pictures
Run It: Show both versions to visitors (A/B Testing)
Check the Results: Which version resulted in the most bookings?
Use What Works: Keep the winner and find another problem
Choosing What to Test First
You can't test everything at once.
The goal of the audit is to find at least 20 experiments that you can run.
Then you can prioritize them using a framework like RICE.
Could make a big difference
Are easy to do
Fit your hotel's goals
Think: "What would make booking easier for my guests?"
Good Practices to Run Experiments
Start as soon as possible
Don't stop tests too soon
Make sure the test gives you statistical significance (many calculators can check this for you)
Don't test too many things at once.
Keep It Going
CRO isn't a one-time thing. It's ongoing.
Always be looking for ways to make booking easier and more appealing.
Your website can always get better. Keep testing, keep improving.
Essential CRO Tools.
Ever feel like you're flying blind when it comes to your hotel's website performance?
Most people never look at their analytics.
But with the right tools, you can see exactly what's working (and what's not).
Here’s what we use to track performance.
Web Analytics
Google Analytics:
Free and powerful
Shows you who's visiting and what they're doing
Key for tracking your conversion rate
Easy to set up.
If you don’t have it already, ask your IT team to implement it, or send us a message and we can do it free of charge.
Heatmaps and Recordings
Tools like Hotjar or Crazy Egg:
Show where people click and scroll
Let you watch real user sessions
Help spot usability issues
This is going to help you understand your guests.
And find where they get stuck in the booking flow.
It’s like having users test your website every single day.
One of the most powerful tools in your arsenal.
Remember our talk on understanding guest behavior?
A/B Testing Tools
Options like Optimizely or A/B Tasty:
Let you run A/B tests
Show you the clear winners
Help make data-driven decisions
This is the most important tool for CRO.
It’s the only way to factually compare two alternatives.
If you get used to using these tools, CRO will feel easy.
User Feedback Tools
Tools like Qualaroo or Usabilla:
Collect real-time feedback
Ask targeted questions
Give insights you might miss otherwise
Sometimes the best way to know what guests want is to ask them.
Speed Testing
Google PageSpeed Insights:
Shows how fast your site loads
Gives tips to speed things up
Helps you beat the 3-second rule
A slow website can undo every other effort your marketing and website team does.
It’s an essential requirement before you try higher-level stuff.
Keep it in check and don’t let it grow.
All-in-One Suites
Platforms like ContentSquare:
Combine multiple tools
Give a complete picture of your site's performance
Save time and streamline your process
Great if you're serious about CRO and have the budget.
FAQs
Do I need all these tools?
Start with the basics: analytics and A/B testing. Add others as you grow and see them fit.
Are free tools good enough?
For many hotels, yes. Paid tools offer more features but aren't always necessary. For example, Google Analytics is free, and that’s the gold standard. Also, Hotjar’s free plan is more than enough if you’re just starting.
How do I choose between similar tools?
Look for ease of use, customer support, and integration with your current systems.
How long should a test run?
This will greatly depend on how much traffic you’re getting on your website. Aim for at least two weeks, or until you achieve statistical significance.
What if the test doesn't show clear winners?
That's okay, you were able to discard a hypothesis. Now you can move to your next one confident that it didn’t work.
Can small hotels do CRO too?
Yes, however, if you don’t have at least 1,000 unique visitors on your website, I would start focusing on bringing more people to your direct channel before optimizing.
Not sure where to start? Contact us and we can help you double your direct bookings.
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