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*
#
158
Website Rank
Fairmont Chengdu’s page delivers a luxurious aesthetic with comprehensive details and clear booking CTAs, but the overwhelming volume of room options and verbose content challenge scanning and decision-making.
D+
Conversion Qualification*
#
158
Website Rank
D+
Conversion Qualification*
Fairmont Chengdu’s page delivers a luxurious aesthetic with comprehensive details and clear booking CTAs, but the overwhelming volume of room options and verbose content challenge scanning and decision-making.
#
158
Website Rank
Fairmont Chengdu’s page delivers a luxurious aesthetic with comprehensive details and clear booking CTAs, but the overwhelming volume of room options and verbose content challenge scanning and decision-making.
70
70
/100
/100
Responsive Design
Responsive Design
55
55
/100
/100
influence principles
influence principles
60
/100
Originality & creativity
65
65
/100
/100
User Experience (UX)
User Experience (UX)
70
70
/100
/100
uX writing
uX writing
75
75
/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 imagery effectively conveys the hotel's luxury positioning.
Hero imagery effectively conveys the hotel's luxury positioning.
Hero imagery effectively conveys the hotel's luxury positioning.
circle-check
circle-check
Navigation menu clearly exposes main sections and loyalty program links.
Navigation menu clearly exposes main sections and loyalty program links.
Navigation menu clearly exposes main sections and loyalty program links.
circle-check
circle-check
Date and guest picker visible above the fold encourages bookings.
Date and guest picker visible above the fold encourages bookings.
Date and guest picker visible above the fold encourages bookings.
circle-check
circle-check
Amenities section highlights features like spa and fitness center.
Amenities section highlights features like spa and fitness center.
Amenities section highlights features like spa and fitness center.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Listing dozens of room types without filtering can overwhelm users.
Listing dozens of room types without filtering can overwhelm users.
Listing dozens of room types without filtering can overwhelm users.
circle-exclamation
circle-exclamation
Footer layout is cluttered with too many links in small font.
Footer layout is cluttered with too many links in small font.
Footer layout is cluttered with too many links in small font.
circle-exclamation
circle-exclamation
Lack of visual badges or urgency cues reduces booking motivation.
Lack of visual badges or urgency cues reduces booking motivation.
Lack of visual badges or urgency cues reduces booking motivation.
circle-exclamation
circle-exclamation
Long paragraphs of text make it hard to scan key benefits quickly.
Long paragraphs of text make it hard to scan key benefits quickly.
Long paragraphs of text make it hard to scan key benefits quickly.
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
70
/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 breakpoints appear implemented but some elements feel jammed on smaller screens.
Responsive breakpoints appear implemented but some elements feel jammed on smaller screens.
check
check
Navigation switches to a hamburger menu cleanly on mobile.
Navigation switches to a hamburger menu cleanly on mobile.
xmark
xmark
Room carousel cards become cramped and hard to read on tablet.
Room carousel cards become cramped and hard to read on tablet.
lightbulb
lightbulb
Adjust card padding and font sizes for improved mobile readability.
Adjust card padding and font sizes for improved mobile readability.
Good
Solid start
mobile
Responsive Design
70
/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 breakpoints appear implemented but some elements feel jammed on smaller screens.
check
Navigation switches to a hamburger menu cleanly on mobile.
xmark
Room carousel cards become cramped and hard to read on tablet.
lightbulb
Adjust card padding and font sizes for improved mobile readability.
Needs work
Needs work
Check insights
Check insights
Influence Principles
55
/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
Calls to book are clear but persuasive triggers like scarcity or reviews are minimal.
Calls to book are clear but persuasive triggers like scarcity or reviews are minimal.
check
check
Best Price Guarantee messaging instills booking confidence.
Best Price Guarantee messaging instills booking confidence.
xmark
xmark
No visible guest reviews or ratings to reinforce trust.
No visible guest reviews or ratings to reinforce trust.
lightbulb
lightbulb
Add real-time availability counts and guest testimonials to boost urgency.
Add real-time availability counts and guest testimonials to boost urgency.
Needs work
Check insights
Influence Principles
55
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Calls to book are clear but persuasive triggers like scarcity or reviews are minimal.
check
Best Price Guarantee messaging instills booking confidence.
xmark
No visible guest reviews or ratings to reinforce trust.
lightbulb
Add real-time availability counts and guest testimonials to boost urgency.
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
The design aligns well with brand norms but lacks standout local flavor or engagement.
The design aligns well with brand norms but lacks standout local flavor or engagement.
check
check
Strong brand imagery aligns with luxury expectations.
Strong brand imagery aligns with luxury expectations.
xmark
xmark
Page feels template-driven with limited unique interactive elements.
Page feels template-driven with limited unique interactive elements.
lightbulb
lightbulb
Incorporate dynamic stories or cultural highlights to differentiate.
Incorporate dynamic stories or cultural highlights to differentiate.
Good
Solid start
sparkles
Originality & Creativity
60
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
The design aligns well with brand norms but lacks standout local flavor or engagement.
check
Strong brand imagery aligns with luxury expectations.
xmark
Page feels template-driven with limited unique interactive elements.
lightbulb
Incorporate dynamic stories or cultural highlights to differentiate.
Good
Good
Solid start
Solid start
browser
User Experience (UX)
65
/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)
Robust hotel details are available, yet the volume of choices increases decision friction.
Robust hotel details are available, yet the volume of choices increases decision friction.
check
check
Clear booking CTAs placed prominently for quick action.
Clear booking CTAs placed prominently for quick action.
xmark
xmark
Excessive room listings lacking categorization hinder browsing.
Excessive room listings lacking categorization hinder browsing.
lightbulb
lightbulb
Introduce filters or progressive disclosure to simplify selection.
Introduce filters or progressive disclosure to simplify selection.
Good
Solid start
browser
User Experience (UX)
65
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Robust hotel details are available, yet the volume of choices increases decision friction.
check
Clear booking CTAs placed prominently for quick action.
xmark
Excessive room listings lacking categorization hinder browsing.
lightbulb
Introduce filters or progressive disclosure to simplify selection.
Good
Good
Solid start
Solid start
UX Writing
70
/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 polished and conveys luxury, but suffers from verbosity and inconsistency.
Copy is polished and conveys luxury, but suffers from verbosity and inconsistency.
check
check
Headlines emphasize brand story and entice further exploration.
Headlines emphasize brand story and entice further exploration.
xmark
xmark
Capitalization inconsistencies distract from the professional tone.
Capitalization inconsistencies distract from the professional tone.
lightbulb
lightbulb
Standardize headline case and shorten paragraphs for quick scanning.
Standardize headline case and shorten paragraphs for quick scanning.
Good
Solid start
UX Writing
70
/100
Words shape action, and copy can make or break momentum.
UX Writing
Copy is polished and conveys luxury, but suffers from verbosity and inconsistency.
check
Headlines emphasize brand story and entice further exploration.
xmark
Capitalization inconsistencies distract from the professional tone.
lightbulb
Standardize headline case and shorten paragraphs for quick scanning.
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
The page delivers a refined and consistent visual style but spans too far vertically, diluting impact.
The page delivers a refined and consistent visual style but spans too far vertically, diluting impact.
check
check
Premium imagery, refined typography, consistent brand color palette.
Premium imagery, refined typography, consistent brand color palette.
xmark
xmark
Too much vertical whitespace, causing key content to fall below fold.
Too much vertical whitespace, causing key content to fall below fold.
lightbulb
lightbulb
Condense layout to spotlight critical CTAs and reduce scroll depth.
Condense layout to spotlight critical CTAs and reduce scroll depth.
swatchbook
Design & Aesthetics
Good
Solid start
75
/100
The page delivers a refined and consistent visual style but spans too far vertically, diluting impact.
check
Premium imagery, refined typography, consistent brand color palette.
xmark
Too much vertical whitespace, causing key content to fall below fold.
lightbulb
Condense layout to spotlight critical CTAs and reduce scroll depth.
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 Social Proof Elements
Add Social Proof Elements
Add Social Proof Elements
Display guest reviews and star ratings on room cards and key sections to build trust and drive conversions.
Display guest reviews and star ratings on room cards and key sections to build trust and drive conversions.
Important
Moderate fix
Implement Room Type Filters
Implement Room Type Filters
Implement Room Type Filters
Add filtering options for room types and amenities to reduce choice overload and improve navigation through accommodations.
Add filtering options for room types and amenities to reduce choice overload and improve navigation through accommodations.
Suggestion
Easy fix
Introduce Limited-Time Offers Banner
Introduce Limited-Time Offers Banner
Introduce Limited-Time Offers Banner
Feature a countdown timer or flash deals on homepage to create urgency and encourage immediate bookings.
Feature a countdown timer or flash deals on homepage to create urgency and encourage immediate bookings.
Suggestion
Moderate fix
Optimize Mobile Card Layout
Optimize Mobile Card Layout
Optimize Mobile Card Layout
Adjust padding, font sizes, and carousel settings for room cards on mobile and tablet for better readability.
Adjust padding, font sizes, and carousel settings for room cards on mobile and tablet for better readability.
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