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.
D+
Conversion Qualification*
#
166
Website Rank
The About page for Evans Hotels uses striking imagery and clean typography to present brand history and values, but lacks clear conversion CTAs and social proof elements.
D+
Conversion Qualification*
#
166
Website Rank
D+
Conversion Qualification*
The About page for Evans Hotels uses striking imagery and clean typography to present brand history and values, but lacks clear conversion CTAs and social proof elements.
#
166
Website Rank
The About page for Evans Hotels uses striking imagery and clean typography to present brand history and values, but lacks clear conversion CTAs and social proof elements.
80
80
/100
/100
Responsive Design
Responsive Design
40
40
/100
/100
influence principles
influence principles
50
/100
Originality & creativity
70
70
/100
/100
User Experience (UX)
User Experience (UX)
65
65
/100
/100
uX writing
uX writing
75
75
/100
/100
Design & Aesthetics
Design & Aesthetics
50
/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 image evokes family-friendly vibe.
Strong hero image evokes family-friendly vibe.
Strong hero image evokes family-friendly vibe.
circle-check
circle-check
Consistent branding with serif headings and navy gold palette.
Consistent branding with serif headings and navy gold palette.
Consistent branding with serif headings and navy gold palette.
circle-check
circle-check
Clear section cards with descriptive labels.
Clear section cards with descriptive labels.
Clear section cards with descriptive labels.
circle-check
circle-check
Footer organizes site links logically.
Footer organizes site links logically.
Footer organizes site links logically.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
No booking CTA above the fold to drive conversions.
No booking CTA above the fold to drive conversions.
No booking CTA above the fold to drive conversions.
circle-exclamation
circle-exclamation
Navigation has many items risking user overwhelm.
Navigation has many items risking user overwhelm.
Navigation has many items risking user overwhelm.
circle-exclamation
circle-exclamation
Text paragraphs are lengthy hurting scanability.
Text paragraphs are lengthy hurting scanability.
Text paragraphs are lengthy hurting scanability.
circle-exclamation
circle-exclamation
Lack of social proof or testimonials reduces trust.
Lack of social proof or testimonials reduces trust.
Lack of social proof or testimonials reduces trust.
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 with hamburger menu and stacked content.
Layout adapts well across viewports with hamburger menu and stacked content.
check
check
Responsive imagery scales gracefully on mobile.
Responsive imagery scales gracefully on mobile.
xmark
xmark
Menu items collapse into a crowded hamburger list.
Menu items collapse into a crowded hamburger list.
lightbulb
lightbulb
Prioritize top links to reduce menu depth on small screens.
Prioritize top links to reduce menu depth on small screens.
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 with hamburger menu and stacked content.
check
Responsive imagery scales gracefully on mobile.
xmark
Menu items collapse into a crowded hamburger list.
lightbulb
Prioritize top links to reduce menu depth on small screens.
Needs work
Needs work
Check insights
Check insights
Influence Principles
40
/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
Minimal scarcity or social proof; misses persuasive triggers.
Minimal scarcity or social proof; misses persuasive triggers.
check
check
Brand logos hint at credibility.
Brand logos hint at credibility.
xmark
xmark
No guest reviews or testimonials visible.
No guest reviews or testimonials visible.
lightbulb
lightbulb
Add limited-time offers and real guest quotes.
Add limited-time offers and real guest quotes.
Needs work
Check insights
Influence Principles
40
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Minimal scarcity or social proof; misses persuasive triggers.
check
Brand logos hint at credibility.
xmark
No guest reviews or testimonials visible.
lightbulb
Add limited-time offers and real guest quotes.
Needs work
Needs work
Check insights
Check insights
sparkles
Originality & Creativity
50
/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
Standard corporate layout; lacks unique interactive or visual elements.
Standard corporate layout; lacks unique interactive or visual elements.
check
check
Brand portfolio logos add visual interest.
Brand portfolio logos add visual interest.
xmark
xmark
Overall structure feels generic and templated.
Overall structure feels generic and templated.
lightbulb
lightbulb
Incorporate custom illustrations or motion to stand out.
Incorporate custom illustrations or motion to stand out.
Needs work
Check insights
sparkles
Originality & Creativity
50
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Standard corporate layout; lacks unique interactive or visual elements.
check
Brand portfolio logos add visual interest.
xmark
Overall structure feels generic and templated.
lightbulb
Incorporate custom illustrations or motion to stand out.
Good
Good
Solid start
Solid start
browser
User Experience (UX)
70
/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)
Site navigation and chunked sections support browsing but lack direct CTAs.
Site navigation and chunked sections support browsing but lack direct CTAs.
check
check
Big cards make destinations easy to select.
Big cards make destinations easy to select.
xmark
xmark
Absence of a direct booking path adds friction.
Absence of a direct booking path adds friction.
lightbulb
lightbulb
Integrate key actions within hero to streamline booking.
Integrate key actions within hero to streamline booking.
Good
Solid start
browser
User Experience (UX)
70
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Site navigation and chunked sections support browsing but lack direct CTAs.
check
Big cards make destinations easy to select.
xmark
Absence of a direct booking path adds friction.
lightbulb
Integrate key actions within hero to streamline booking.
Good
Good
Solid start
Solid start
UX Writing
65
/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
Headings and labels are clear but body copy is wordy and not scannable.
Headings and labels are clear but body copy is wordy and not scannable.
check
check
Section titles succinctly convey purpose.
Section titles succinctly convey purpose.
xmark
xmark
Long paragraphs hinder quick reading.
Long paragraphs hinder quick reading.
lightbulb
lightbulb
Break text into bullet points for faster comprehension.
Break text into bullet points for faster comprehension.
Good
Solid start
UX Writing
65
/100
Words shape action, and copy can make or break momentum.
UX Writing
Headings and labels are clear but body copy is wordy and not scannable.
check
Section titles succinctly convey purpose.
xmark
Long paragraphs hinder quick reading.
lightbulb
Break text into bullet points for faster comprehension.
Good
Good
Solid start
Solid start
75
/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
Premium serif typography and rich imagery deliver an elegant, cohesive look.
Premium serif typography and rich imagery deliver an elegant, cohesive look.
check
check
Hero image and balanced white space lend a polished feel.
Hero image and balanced white space lend a polished feel.
xmark
xmark
Some image cards feel oversized and distract from key messages.
Some image cards feel oversized and distract from key messages.
lightbulb
lightbulb
Refine image-to-text ratio for clearer visual hierarchy.
Refine image-to-text ratio for clearer visual hierarchy.
swatchbook
Design & Aesthetics
Good
Solid start
75
/100
Premium serif typography and rich imagery deliver an elegant, cohesive look.
check
Hero image and balanced white space lend a polished feel.
xmark
Some image cards feel oversized and distract from key messages.
lightbulb
Refine image-to-text ratio for clearer visual hierarchy.
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
Add Booking CTA
Add Booking CTA
Add Booking CTA
Introduce a prominent booking button above the fold to drive direct conversions and reduce friction.
Introduce a prominent booking button above the fold to drive direct conversions and reduce friction.
Important
Moderate fix
Simplify Navigation
Simplify Navigation
Simplify Navigation
Reduce and reorganize menu items prioritizing booking and top-level pages to prevent user overwhelm.
Reduce and reorganize menu items prioritizing booking and top-level pages to prevent user overwhelm.
Suggestion
Moderate fix
Include Social Proof
Include Social Proof
Include Social Proof
Integrate real guest testimonials and star ratings to enhance credibility and trust.
Integrate real guest testimonials and star ratings to enhance credibility and trust.
Suggestion
Easy fix
Refine Copy
Refine Copy
Refine Copy
Shorten paragraphs into concise bullet lists to improve scanability and user engagement.
Shorten paragraphs into concise bullet lists to improve scanability and user engagement.
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