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.

C+

Conversion Qualification*

#

104

Website Rank

Extended Stay America’s landing page highlights a Summer Sale with up to 58% savings, a countdown timer and booking widget in a hero image. Below are brand overviews, loyalty signup, newest hotels and site footer with navigation and cookie controls.

C+

Conversion Qualification*

#

104

Website Rank

C+

Conversion Qualification*

Extended Stay America’s landing page highlights a Summer Sale with up to 58% savings, a countdown timer and booking widget in a hero image. Below are brand overviews, loyalty signup, newest hotels and site footer with navigation and cookie controls.

#

104

Website Rank

Extended Stay America’s landing page highlights a Summer Sale with up to 58% savings, a countdown timer and booking widget in a hero image. Below are brand overviews, loyalty signup, newest hotels and site footer with navigation and cookie controls.

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 image with beach and family is warm and inviting.

Hero image with beach and family is warm and inviting.

Hero image with beach and family is warm and inviting.

circle-check

circle-check

Countdown timer adds urgency to the summer sale.

Countdown timer adds urgency to the summer sale.

Countdown timer adds urgency to the summer sale.

circle-check

circle-check

Booking widget is prominently placed above the fold.

Booking widget is prominently placed above the fold.

Booking widget is prominently placed above the fold.

circle-check

circle-check

Clear brand logos and brief descriptions showcase offerings.

Clear brand logos and brief descriptions showcase offerings.

Clear brand logos and brief descriptions showcase offerings.

Things to improve

Things to improve

circle-exclamation

circle-exclamation

Footer is overly dense with links and hard to scan.

Footer is overly dense with links and hard to scan.

Footer is overly dense with links and hard to scan.

circle-exclamation

circle-exclamation

Broken image placeholders under 'Our Newest Hotels' section.

Broken image placeholders under 'Our Newest Hotels' section.

Broken image placeholders under 'Our Newest Hotels' section.

circle-exclamation

circle-exclamation

Cookie banner overlaps content and is visually intrusive.

Cookie banner overlaps content and is visually intrusive.

Cookie banner overlaps content and is visually intrusive.

circle-exclamation

circle-exclamation

Some text labels like 'kitchen things' feel vague.

Some text labels like 'kitchen things' feel vague.

Some text labels like 'kitchen things' feel vague.

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.

Good

Good

Solid start

Solid start

mobile

Responsive Design

75

/100

Responsive Design ensures your site is consistent and works perfectly across all devices.

Responsive Design ensures your site is consistent and works perfectly across all devices.

mobile

mobile

Responsive Design

Responsive Design

Layout adapts to mobile and tablet with hamburger menu, but text scaling inconsistent.

Layout adapts to mobile and tablet with hamburger menu, but text scaling inconsistent.

check

check

Booking form reflows effectively on smaller screens.

Booking form reflows effectively on smaller screens.

xmark

xmark

Some text becomes very small and images fail to load placeholders.

Some text becomes very small and images fail to load placeholders.

lightbulb

lightbulb

Ensure consistent font sizes and test image responsiveness across breakpoints.

Ensure consistent font sizes and test image responsiveness across breakpoints.

Good

Solid start

mobile

Responsive Design

75

/100

Responsive Design ensures your site is consistent and works perfectly across all devices.

mobile

Responsive Design

Layout adapts to mobile and tablet with hamburger menu, but text scaling inconsistent.

check

Booking form reflows effectively on smaller screens.

xmark

Some text becomes very small and images fail to load placeholders.

lightbulb

Ensure consistent font sizes and test image responsiveness across breakpoints.

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 and exclusive pricing, but lacks social proof and clear testimonials.

Uses scarcity and exclusive pricing, but lacks social proof and clear testimonials.

check

check

Countdown timer leverages scarcity to drive urgency.

Countdown timer leverages scarcity to drive urgency.

xmark

xmark

No customer reviews or ratings to reinforce trust.

No customer reviews or ratings to reinforce trust.

lightbulb

lightbulb

Add real guest testimonials or star ratings to boost credibility.

Add real guest testimonials or star ratings to boost credibility.

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 and exclusive pricing, but lacks social proof and clear testimonials.

check

Countdown timer leverages scarcity to drive urgency.

xmark

No customer reviews or ratings to reinforce trust.

lightbulb

Add real guest testimonials or star ratings to boost credibility.

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

Standard hotel landing page structure with few unique twists beyond sale and perks.

Standard hotel landing page structure with few unique twists beyond sale and perks.

check

check

Integration of Extended Perks loyalty program feels on-brand.

Integration of Extended Perks loyalty program feels on-brand.

xmark

xmark

Creative tagline 'kitchen stocked with kitchen things' misses an opportunity.

Creative tagline 'kitchen stocked with kitchen things' misses an opportunity.

lightbulb

lightbulb

Introduce interactive elements or personalized content for a fresh experience.

Introduce interactive elements or personalized content for a fresh experience.

Good

Solid start

sparkles

Originality & Creativity

60

/100

Great sites don't just follow best practices, they break the mold.

sparkles

Originality & Creativity

Standard hotel landing page structure with few unique twists beyond sale and perks.

check

Integration of Extended Perks loyalty program feels on-brand.

xmark

Creative tagline 'kitchen stocked with kitchen things' misses an opportunity.

lightbulb

Introduce interactive elements or personalized content for a fresh experience.

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)

Clear call to action and booking flow, yet information overload in footer and multiple links may confuse.

Clear call to action and booking flow, yet information overload in footer and multiple links may confuse.

check

check

Primary 'Find Hotels' button is bold and easy to identify.

Primary 'Find Hotels' button is bold and easy to identify.

xmark

xmark

Excess of navigation choices increases cognitive load.

Excess of navigation choices increases cognitive load.

lightbulb

lightbulb

Group related links and consider progressive disclosure for lesser-used items.

Group related links and consider progressive disclosure for lesser-used items.

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)

Clear call to action and booking flow, yet information overload in footer and multiple links may confuse.

check

Primary 'Find Hotels' button is bold and easy to identify.

xmark

Excess of navigation choices increases cognitive load.

lightbulb

Group related links and consider progressive disclosure for lesser-used items.

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

Concise sale messaging but some playful copy falls flat with vague descriptions.

Concise sale messaging but some playful copy falls flat with vague descriptions.

check

check

Headlines like 'Summer Sale' and 'Save up to 58%' communicate value instantly.

Headlines like 'Summer Sale' and 'Save up to 58%' communicate value instantly.

xmark

xmark

Copy such as 'kitchen things' lacks specificity and credibility.

Copy such as 'kitchen things' lacks specificity and credibility.

lightbulb

lightbulb

Replace generic terms with precise amenity descriptions to build trust.

Replace generic terms with precise amenity descriptions to build trust.

Good

Solid start

UX Writing

65

/100

Words shape action, and copy can make or break momentum.

UX Writing

Concise sale messaging but some playful copy falls flat with vague descriptions.

check

Headlines like 'Summer Sale' and 'Save up to 58%' communicate value instantly.

xmark

Copy such as 'kitchen things' lacks specificity and credibility.

lightbulb

Replace generic terms with precise amenity descriptions to build trust.

Great

Great

Keep it up!

Keep it up!

80

/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

Visually appealing hero with strong imagery, but footer feels cluttered.

Visually appealing hero with strong imagery, but footer feels cluttered.

check

check

High-quality beach photograph creates an emotional connection with users.

High-quality beach photograph creates an emotional connection with users.

xmark

xmark

Footer’s heavy link list overwhelms visual hierarchy and scanning.

Footer’s heavy link list overwhelms visual hierarchy and scanning.

lightbulb

lightbulb

Simplify footer layout to balance visual weight across the page.

Simplify footer layout to balance visual weight across the page.

swatchbook

Design & Aesthetics

Great

Keep it up!

80

/100

Visually appealing hero with strong imagery, but footer feels cluttered.

check

High-quality beach photograph creates an emotional connection with users.

xmark

Footer’s heavy link list overwhelms visual hierarchy and scanning.

lightbulb

Simplify footer layout to balance visual weight across the page.

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

Moderate fix

Add Guest Testimonials

Add Guest Testimonials

Add Guest Testimonials

Incorporate star ratings and user reviews near CTAs to build social proof and trust.

Incorporate star ratings and user reviews near CTAs to build social proof and trust.

Important

Easy fix

Simplify Footer Layout

Simplify Footer Layout

Simplify Footer Layout

Reduce the number of visible links by grouping or using accordion menus for easier scanning.

Reduce the number of visible links by grouping or using accordion menus for easier scanning.

Suggestion

Moderate fix

Enhance Responsive Text

Enhance Responsive Text

Enhance Responsive Text

Set consistent font scales across breakpoints and ensure alt text loads for images.

Set consistent font scales across breakpoints and ensure alt text loads for images.

Suggestion

Easy fix

Clarify Amenity Copy

Clarify Amenity Copy

Clarify Amenity Copy

Replace vague phrases like 'kitchen things' with specific descriptions of amenities provided.

Replace vague phrases like 'kitchen things' with specific descriptions of amenities provided.

YOUR TECH PARTNER

IN HOSPITALITY & TRAVEL

Copyright © 2024 Zerf | All Rights Reserved

Top Software Developers -

Hospitality & Leisure 2025

YOUR TECH PARTNER

IN HOSPITALITY & TRAVEL

Copyright © 2024 Zerf | All Rights Reserved

Top Software Developers -

Hospitality & Leisure 2025

Copyright © 2024 Zerf | All Rights Reserved

Top Software Developers -

Hospitality & Leisure 2025