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*
#
31
Website Rank
Drury Hotels homepage combines a hero booking form with clear calls to action, highlights free amenities, meeting services, dining, loyalty rewards, and includes cookie management for user control.
B
Conversion Qualification*
#
31
Website Rank
B
Conversion Qualification*
Drury Hotels homepage combines a hero booking form with clear calls to action, highlights free amenities, meeting services, dining, loyalty rewards, and includes cookie management for user control.
#
31
Website Rank
Drury Hotels homepage combines a hero booking form with clear calls to action, highlights free amenities, meeting services, dining, loyalty rewards, and includes cookie management for user control.
80
80
/100
/100
Responsive Design
Responsive Design
65
65
/100
/100
influence principles
influence principles
70
/100
Originality & creativity
80
80
/100
/100
User Experience (UX)
User Experience (UX)
75
75
/100
/100
uX writing
uX writing
85
85
/100
/100
Design & Aesthetics
Design & Aesthetics
70
/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
Strong hero imagery fosters a welcoming first impression.
Strong hero imagery fosters a welcoming first impression.
Strong hero imagery fosters a welcoming first impression.
circle-check
circle-check
Booking form is prominently placed above the fold.
Booking form is prominently placed above the fold.
Booking form is prominently placed above the fold.
circle-check
circle-check
Free amenity icons clearly communicate value-add.
Free amenity icons clearly communicate value-add.
Free amenity icons clearly communicate value-add.
circle-check
circle-check
Consistent brand colors enhance visual cohesion.
Consistent brand colors enhance visual cohesion.
Consistent brand colors enhance visual cohesion.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Navigation menu becomes cluttered on smaller screens.
Navigation menu becomes cluttered on smaller screens.
Navigation menu becomes cluttered on smaller screens.
circle-exclamation
circle-exclamation
Headline text styling feels inconsistent across sections.
Headline text styling feels inconsistent across sections.
Headline text styling feels inconsistent across sections.
circle-exclamation
circle-exclamation
Limited social proof or guest testimonials visible.
Limited social proof or guest testimonials visible.
Limited social proof or guest testimonials visible.
circle-exclamation
circle-exclamation
Cookie notice overlay obstructs footer interactions.
Cookie notice overlay obstructs footer interactions.
Cookie notice overlay obstructs footer interactions.
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
Responsive structure adapts to mobile and desktop with consistent branding, though menu depth challenges small screens.
Responsive structure adapts to mobile and desktop with consistent branding, though menu depth challenges small screens.
check
check
Hamburger menu and sticky nav maintain access to key links on mobile.
Hamburger menu and sticky nav maintain access to key links on mobile.
xmark
xmark
Overflowing navigation items can cause horizontal scrolling on tight viewports.
Overflowing navigation items can cause horizontal scrolling on tight viewports.
lightbulb
lightbulb
Consolidate or group menu items to simplify mobile navigation layers.
Consolidate or group menu items to simplify mobile navigation layers.
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
Responsive structure adapts to mobile and desktop with consistent branding, though menu depth challenges small screens.
check
Hamburger menu and sticky nav maintain access to key links on mobile.
xmark
Overflowing navigation items can cause horizontal scrolling on tight viewports.
lightbulb
Consolidate or group menu items to simplify mobile navigation layers.
Good
Good
Solid start
Solid start
Influence Principles
65
/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
Emphasizes free amenities effectively but lacks urgency tactics and social proof to boost conversions.
Emphasizes free amenities effectively but lacks urgency tactics and social proof to boost conversions.
check
check
Highlighting complimentary perks taps into perceived value.
Highlighting complimentary perks taps into perceived value.
xmark
xmark
No countdown timers or limited-time offers to spur immediate action.
No countdown timers or limited-time offers to spur immediate action.
lightbulb
lightbulb
Integrate social proof and limited-time promotions to create urgency and credibility.
Integrate social proof and limited-time promotions to create urgency and credibility.
Good
Solid start
Influence Principles
65
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Emphasizes free amenities effectively but lacks urgency tactics and social proof to boost conversions.
check
Highlighting complimentary perks taps into perceived value.
xmark
No countdown timers or limited-time offers to spur immediate action.
lightbulb
Integrate social proof and limited-time promotions to create urgency and credibility.
Good
Good
Solid start
Solid start
sparkles
Originality & Creativity
70
/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
Follows common hospitality website patterns; minor creative flair in section titles but lacks standout elements.
Follows common hospitality website patterns; minor creative flair in section titles but lacks standout elements.
check
check
Section title styling adds a playful twist to standard headings.
Section title styling adds a playful twist to standard headings.
xmark
xmark
Page structure mirrors many hotel sites, reducing uniqueness.
Page structure mirrors many hotel sites, reducing uniqueness.
lightbulb
lightbulb
Introduce unique interactive elements to better differentiate brand experience.
Introduce unique interactive elements to better differentiate brand experience.
Good
Solid start
sparkles
Originality & Creativity
70
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Follows common hospitality website patterns; minor creative flair in section titles but lacks standout elements.
check
Section title styling adds a playful twist to standard headings.
xmark
Page structure mirrors many hotel sites, reducing uniqueness.
lightbulb
Introduce unique interactive elements to better differentiate brand experience.
Great
Great
Keep it up!
Keep it up!
browser
User Experience (UX)
80
/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)
Intuitive booking process and clear CTAs guide users, yet overloaded footer and link redundancies may distract.
Intuitive booking process and clear CTAs guide users, yet overloaded footer and link redundancies may distract.
check
check
Primary CTA stands out in a distinctive color, aiding conversion focus.
Primary CTA stands out in a distinctive color, aiding conversion focus.
xmark
xmark
Multiple similar links in the footer can overwhelm users seeking support.
Multiple similar links in the footer can overwhelm users seeking support.
lightbulb
lightbulb
Prioritize essential footer links and collapse less-used items under categories.
Prioritize essential footer links and collapse less-used items under categories.
Great
Keep it up!
browser
User Experience (UX)
80
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Intuitive booking process and clear CTAs guide users, yet overloaded footer and link redundancies may distract.
check
Primary CTA stands out in a distinctive color, aiding conversion focus.
xmark
Multiple similar links in the footer can overwhelm users seeking support.
lightbulb
Prioritize essential footer links and collapse less-used items under categories.
Good
Good
Solid start
Solid start
UX Writing
75
/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
Concise headlines highlight offerings, but inconsistent capitalization and truncated sentences affect clarity.
Concise headlines highlight offerings, but inconsistent capitalization and truncated sentences affect clarity.
check
check
Benefit-driven phrases like 'HAPPINESS IS free' resonate emotionally with travelers.
Benefit-driven phrases like 'HAPPINESS IS free' resonate emotionally with travelers.
xmark
xmark
Some descriptions end abruptly, indicating possible text truncation issues.
Some descriptions end abruptly, indicating possible text truncation issues.
lightbulb
lightbulb
Standardize headline capitalization and audit truncated text for complete messaging.
Standardize headline capitalization and audit truncated text for complete messaging.
Good
Solid start
UX Writing
75
/100
Words shape action, and copy can make or break momentum.
UX Writing
Concise headlines highlight offerings, but inconsistent capitalization and truncated sentences affect clarity.
check
Benefit-driven phrases like 'HAPPINESS IS free' resonate emotionally with travelers.
xmark
Some descriptions end abruptly, indicating possible text truncation issues.
lightbulb
Standardize headline capitalization and audit truncated text for complete messaging.
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
Clean, modern layout with strong visuals and cohesive color scheme, though some sections feel visually dense.
Clean, modern layout with strong visuals and cohesive color scheme, though some sections feel visually dense.
check
check
High-quality photos and iconography reinforce brand identity effectively.
High-quality photos and iconography reinforce brand identity effectively.
xmark
xmark
Some text overlays on images lack sufficient contrast for readability.
Some text overlays on images lack sufficient contrast for readability.
lightbulb
lightbulb
Increase whitespace in dense sections to improve visual breathing room.
Increase whitespace in dense sections to improve visual breathing room.
swatchbook
Design & Aesthetics
Great
Keep it up!
85
/100
Clean, modern layout with strong visuals and cohesive color scheme, though some sections feel visually dense.
check
High-quality photos and iconography reinforce brand identity effectively.
xmark
Some text overlays on images lack sufficient contrast for readability.
lightbulb
Increase whitespace in dense sections to improve visual breathing room.
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
Standardize Typography
Standardize Typography
Standardize Typography
Audit and unify headline capitalization and ensure text blocks aren’t truncated for clearer, more professional copy.
Audit and unify headline capitalization and ensure text blocks aren’t truncated for clearer, more professional copy.
Important
Easy fix
Improve Footer Navigation
Improve Footer Navigation
Improve Footer Navigation
Reorganize footer links into collapsible categories to reduce clutter and help users find support resources faster.
Reorganize footer links into collapsible categories to reduce clutter and help users find support resources faster.
Suggestion
Moderate fix
Add Guest Testimonials
Add Guest Testimonials
Add Guest Testimonials
Include real guest reviews with star ratings in a dedicated section to enhance social proof and build trust.
Include real guest reviews with star ratings in a dedicated section to enhance social proof and build trust.
Suggestion
Moderate fix
Introduce Time-Limited Offers
Introduce Time-Limited Offers
Introduce Time-Limited Offers
Display time-sensitive deals or flash sales for select locations to leverage scarcity and drive immediate bookings.
Display time-sensitive deals or flash sales for select locations to leverage scarcity and drive immediate bookings.
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