By Pablo Revale
Testing small, winning big
How CRO experiments can help you double your direct bookings.
October 28, 2025 · 6 Minutes
01
What is CRO?
At its core, Conversion Rate Optimization (CRO) is about increasing the percentage of website visitors who take a desired action - in this case, booking a room. Conversion Rate = (Total Website Bookings / Total Website Visitors) x 100.
02
The Method: Volume negates luck
Review where guests drop off, analyze friction, test one change at a time, check results, and implement or learn. Consistent testing is what gives you results.
03
Set Up
A boutique hotel had healthy traffic but room-page drop-off. We improved image quality, A/B tested the version, and kept the winner when bookings increased.
04
What to Test First
Prioritize ideas that could drive impact, are easy to implement, and fit your hotel’s goals.
05
Essential CRO Tools
Use web analytics, heatmaps, A/B testing tools, user feedback, speed testing, and all-in-one suites as your CRO program matures.