Conversion Analysis by Zerf
Conversion Analysis by Zerf
Conversion Analysis by Zerf
SUMMARY
SUMMARY
SUMMARY
A quick look at the conversion pillars.
A quick look at the conversion pillars.
A quick look at the conversion pillars.
B
Conversion Qualification*
#
23
Website Rank
Choice Hotels Canada homepage spotlights the Choice Privileges loyalty program, featuring time-bound offers, promotional cards, and mobile app info. The design is clear and consistent, but lacks hotel-specific details and social proof.
B
Conversion Qualification*
#
23
Website Rank
B
Conversion Qualification*
Choice Hotels Canada homepage spotlights the Choice Privileges loyalty program, featuring time-bound offers, promotional cards, and mobile app info. The design is clear and consistent, but lacks hotel-specific details and social proof.
#
23
Website Rank
Choice Hotels Canada homepage spotlights the Choice Privileges loyalty program, featuring time-bound offers, promotional cards, and mobile app info. The design is clear and consistent, but lacks hotel-specific details and social proof.
80
80
/100
/100
Responsive Design
Responsive Design
70
70
/100
/100
influence principles
influence principles
60
/100
Originality & creativity
78
78
/100
/100
User Experience (UX)
User Experience (UX)
80
80
/100
/100
uX writing
uX writing
85
85
/100
/100
Design & Aesthetics
Design & Aesthetics
60
/100
Originality & creativity
Note: This analysis is based on our own criteria, and may not reflect the most recent version of the website.
Note: This analysis is based on our own criteria, and may not reflect the most recent version of the website.
*The Conversion Qualification Score results from calculating an average of all individual scores and converting the numeric result into a letter using the American Grading system.
*The Conversion Qualification Score results from calculating an average of all individual scores and converting the numeric result into a letter using the American Grading system.
*The Conversion Qualification Score results from calculating an average of all individual scores and converting the numeric result into a letter using the American Grading system.
GENERAL COMMENTS
GENERAL COMMENTS
GENERAL COMMENTS
A brief overview of our findings.
A brief overview of our findings.
What's working
What's working
circle-check
circle-check
Hero section features a clear time-bound promotional offer.
Hero section features a clear time-bound promotional offer.
Hero section features a clear time-bound promotional offer.
circle-check
circle-check
Clean, modern design with consistent brand visuals.
Clean, modern design with consistent brand visuals.
Clean, modern design with consistent brand visuals.
circle-check
circle-check
Content is well-chunked into scannable sections.
Content is well-chunked into scannable sections.
Content is well-chunked into scannable sections.
circle-check
circle-check
CTAs are prominent and use contrasting colors.
CTAs are prominent and use contrasting colors.
CTAs are prominent and use contrasting colors.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
No social proof, such as customer reviews or testimonials.
No social proof, such as customer reviews or testimonials.
No social proof, such as customer reviews or testimonials.
circle-exclamation
circle-exclamation
Lacks detailed hotel and room information for decision support.
Lacks detailed hotel and room information for decision support.
Lacks detailed hotel and room information for decision support.
circle-exclamation
circle-exclamation
Footer offers minimal direct contact details for customer support.
Footer offers minimal direct contact details for customer support.
Footer offers minimal direct contact details for customer support.
circle-exclamation
circle-exclamation
Ending footer feels generic, missing a memorable closing CTA.
Ending footer feels generic, missing a memorable closing CTA.
Ending footer feels generic, missing a memorable closing CTA.
CATEGORIES
CATEGORIES
CATEGORIES
A focused analysis organized by key areas. Explore each category to gain targeted insights.
A focused analysis organized by key areas. Explore each category to gain targeted insights.
A focused analysis organized by key areas. Explore each category to gain targeted insights.
Great
Great
Keep it up!
Keep it up!
mobile
Responsive Design
80
/100
60-70% of hotel traffic is mobile. Responsive Design ensures your site is consistent and works perfectly across all devices.
60-70% of hotel traffic is mobile. Responsive Design ensures your site is consistent and works perfectly across all devices.
mobile
mobile
Responsive Design
Responsive Design
Layout adapts well across viewports, collapsing nav and resizing content.
Layout adapts well across viewports, collapsing nav and resizing content.
check
check
Mobile menu uses hamburger icon effectively to save space.
Mobile menu uses hamburger icon effectively to save space.
xmark
xmark
Large images slow the impression of loading on mobile.
Large images slow the impression of loading on mobile.
lightbulb
lightbulb
Optimize images for faster mobile load and improved performance.
Optimize images for faster mobile load and improved performance.
Great
Keep it up!
mobile
Responsive Design
80
/100
60-70% of hotel traffic is mobile. Responsive Design ensures your site is consistent and works perfectly across all devices.
mobile
Responsive Design
Layout adapts well across viewports, collapsing nav and resizing content.
check
Mobile menu uses hamburger icon effectively to save space.
xmark
Large images slow the impression of loading on mobile.
lightbulb
Optimize images for faster mobile load and improved performance.
Good
Good
Solid start
Solid start
Influence Principles
70
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Influence Principles
Uses scarcity principle but lacks social proof and urgency triggers.
Uses scarcity principle but lacks social proof and urgency triggers.
check
check
Time-bound gift card offer creates a sense of urgency.
Time-bound gift card offer creates a sense of urgency.
xmark
xmark
No testimonials or user stories to build credibility.
No testimonials or user stories to build credibility.
lightbulb
lightbulb
Add real guest testimonials to reinforce trust and boost conversions.
Add real guest testimonials to reinforce trust and boost conversions.
Good
Solid start
Influence Principles
70
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Uses scarcity principle but lacks social proof and urgency triggers.
check
Time-bound gift card offer creates a sense of urgency.
xmark
No testimonials or user stories to build credibility.
lightbulb
Add real guest testimonials to reinforce trust and boost conversions.
Good
Good
Solid start
Solid start
sparkles
Originality & Creativity
60
/100
Great sites don't just follow best practices, they break the mold.
Great sites don't just follow best practices, they break the mold.
sparkles
sparkles
Originality & Creativity
Originality & Creativity
Design follows industry conventions, lacking unique flair.
Design follows industry conventions, lacking unique flair.
check
check
Use of circular image crop adds subtle visual interest.
Use of circular image crop adds subtle visual interest.
xmark
xmark
Page structure is very similar to other hotel brand sites.
Page structure is very similar to other hotel brand sites.
lightbulb
lightbulb
Incorporate distinctive elements or interactive features.
Incorporate distinctive elements or interactive features.
Good
Solid start
sparkles
Originality & Creativity
60
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Design follows industry conventions, lacking unique flair.
check
Use of circular image crop adds subtle visual interest.
xmark
Page structure is very similar to other hotel brand sites.
lightbulb
Incorporate distinctive elements or interactive features.
Good
Good
Solid start
Solid start
browser
User Experience (UX)
78
/100
UX is all about how easy and enjoyable it is to use your site.
UX is all about how easy and enjoyable it is to use your site.
browser
browser
User Experience (UX)
User Experience (UX)
Navigation is familiar, actions are clear, but content depth is shallow.
Navigation is familiar, actions are clear, but content depth is shallow.
check
check
Search component is always accessible at the bottom for convenience.
Search component is always accessible at the bottom for convenience.
xmark
xmark
Overabundance of CTAs may overwhelm first-time visitors.
Overabundance of CTAs may overwhelm first-time visitors.
lightbulb
lightbulb
Prioritize and limit primary CTAs to reduce decision fatigue.
Prioritize and limit primary CTAs to reduce decision fatigue.
Good
Solid start
browser
User Experience (UX)
78
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Navigation is familiar, actions are clear, but content depth is shallow.
check
Search component is always accessible at the bottom for convenience.
xmark
Overabundance of CTAs may overwhelm first-time visitors.
lightbulb
Prioritize and limit primary CTAs to reduce decision fatigue.
Great
Great
Keep it up!
Keep it up!
UX Writing
80
/100
Words shape action, and copy can make or break momentum.
Words shape action, and copy can make or break momentum.
UX Writing
UX Writing
Copy is concise and benefits-focused but occasionally repetitive.
Copy is concise and benefits-focused but occasionally repetitive.
check
check
Headlines clearly communicate key promotions.
Headlines clearly communicate key promotions.
xmark
xmark
Repeated phrases like unmatched benefits dilute impact.
Repeated phrases like unmatched benefits dilute impact.
lightbulb
lightbulb
Refine messaging to eliminate redundancy and strengthen uniques.
Refine messaging to eliminate redundancy and strengthen uniques.
Great
Keep it up!
UX Writing
80
/100
Words shape action, and copy can make or break momentum.
UX Writing
Copy is concise and benefits-focused but occasionally repetitive.
check
Headlines clearly communicate key promotions.
xmark
Repeated phrases like unmatched benefits dilute impact.
lightbulb
Refine messaging to eliminate redundancy and strengthen uniques.
Great
Great
Keep it up!
Keep it up!
85
/100
Good design isn’t just pretty, it’s strategic. A strong aesthetic builds trust and evokes emotion before a single word is read.
Good design isn’t just pretty, it’s strategic. A strong aesthetic builds trust and evokes emotion before a single word is read.
swatchbook
swatchbook
Design & Aesthetics
Design & Aesthetics
The design is modern and cohesive, with strong imagery and clear hierarchy.
The design is modern and cohesive, with strong imagery and clear hierarchy.
check
check
Consistent use of brand colors and typography enhances trust.
Consistent use of brand colors and typography enhances trust.
xmark
xmark
Some sections feel repetitive with similar card styles.
Some sections feel repetitive with similar card styles.
lightbulb
lightbulb
Introduce varied layouts or visuals to break visual monotony.
Introduce varied layouts or visuals to break visual monotony.
swatchbook
Design & Aesthetics
Great
Keep it up!
85
/100
The design is modern and cohesive, with strong imagery and clear hierarchy.
check
Consistent use of brand colors and typography enhances trust.
xmark
Some sections feel repetitive with similar card styles.
lightbulb
Introduce varied layouts or visuals to break visual monotony.
ACTIONABLE INSIGHTS
ACTIONABLE INSIGHTS
ACTIONABLE INSIGHTS
Recommended steps to improve this website.
Recommended steps to improve this website.
Recommended steps to improve this website.
Important
Easy fix
Enhance Contact Info
Enhance Contact Info
Enhance Contact Info
Include direct phone number, email, and address in the footer to build trust and easy support access.
Include direct phone number, email, and address in the footer to build trust and easy support access.
Important
Moderate fix
Add Customer Testimonials
Add Customer Testimonials
Add Customer Testimonials
Integrate user reviews and ratings on the page to leverage social proof and build credibility.
Integrate user reviews and ratings on the page to leverage social proof and build credibility.
Suggestion
Easy fix
Optimize Hero Images
Optimize Hero Images
Optimize Hero Images
Compress and serve responsive images to improve mobile load times and user experience.
Compress and serve responsive images to improve mobile load times and user experience.
Suggestion
Moderate fix
Showcase Room Details
Showcase Room Details
Showcase Room Details
Add a section with room types, descriptions, and photos to aid booking decisions.
Add a section with room types, descriptions, and photos to aid booking decisions.
RELATED RESOURCES
RELATED RESOURCES
Tools to help you scale your brand.
Tools to help you scale your brand.
Tools to help you scale your brand.
SEE ALL RESOURCES
Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025
Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025