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.
75
75
/100
/100
Responsive Design
Responsive Design
70
70
/100
/100
influence principles
influence principles
60
/100
Originality & creativity
70
70
/100
/100
User Experience (UX)
User Experience (UX)
65
65
/100
/100
uX writing
uX writing
80
80
/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 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
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 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
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 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.
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