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*
#
77
Website Rank
IHG Hotels homepage showcases loyalty point offers in hero. Highlights global brands and destinations. Presents travel inspiration modules and loyalty benefits. Strong brand consistency but heavy text and no direct booking form in hero
B
Conversion Qualification*
#
77
Website Rank
B
Conversion Qualification*
IHG Hotels homepage showcases loyalty point offers in hero. Highlights global brands and destinations. Presents travel inspiration modules and loyalty benefits. Strong brand consistency but heavy text and no direct booking form in hero
#
77
Website Rank
IHG Hotels homepage showcases loyalty point offers in hero. Highlights global brands and destinations. Presents travel inspiration modules and loyalty benefits. Strong brand consistency but heavy text and no direct booking form in hero
75
75
/100
/100
Responsive Design
Responsive Design
65
65
/100
/100
influence principles
influence principles
60
/100
Originality & creativity
70
70
/100
/100
User Experience (UX)
User Experience (UX)
75
75
/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 clearly presents loyalty point offers
Hero clearly presents loyalty point offers
Hero clearly presents loyalty point offers
circle-check
circle-check
Consistent brand imagery throughout the page
Consistent brand imagery throughout the page
Consistent brand imagery throughout the page
circle-check
circle-check
Prominent CTAs for exploring offers
Prominent CTAs for exploring offers
Prominent CTAs for exploring offers
circle-check
circle-check
Detailed loyalty benefits section
Detailed loyalty benefits section
Detailed loyalty benefits section
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Lack of direct booking form in hero
Lack of direct booking form in hero
Lack of direct booking form in hero
circle-exclamation
circle-exclamation
Excessive text blocks reduce scanability
Excessive text blocks reduce scanability
Excessive text blocks reduce scanability
circle-exclamation
circle-exclamation
No room or facility imagery in key sections
No room or facility imagery in key sections
No room or facility imagery in key sections
circle-exclamation
circle-exclamation
Cookie banner is distracting
Cookie banner is distracting
Cookie banner is distracting
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
Responsive design adapts layout to mobile screens but navigation feels dense
Responsive design adapts layout to mobile screens but navigation feels dense
check
check
Mobile layout retains hero and modules in logical order
Mobile layout retains hero and modules in logical order
xmark
xmark
Mega menu options may overwhelm small screens
Mega menu options may overwhelm small screens
lightbulb
lightbulb
Consider collapsing less used links into accordions
Consider collapsing less used links into accordions
Good
Solid start
mobile
Responsive Design
75
/100
Responsive Design ensures your site is consistent and works perfectly across all devices.
mobile
Responsive Design
Responsive design adapts layout to mobile screens but navigation feels dense
check
Mobile layout retains hero and modules in logical order
xmark
Mega menu options may overwhelm small screens
lightbulb
Consider collapsing less used links into accordions
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
Strong loyalty incentives but lacks urgency and social proof
Strong loyalty incentives but lacks urgency and social proof
check
check
Loyalty benefits section uses clear bullet benefits
Loyalty benefits section uses clear bullet benefits
xmark
xmark
No scarcity timers or review testimonials
No scarcity timers or review testimonials
lightbulb
lightbulb
Add real time availability and user reviews
Add real time availability and user reviews
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
Strong loyalty incentives but lacks urgency and social proof
check
Loyalty benefits section uses clear bullet benefits
xmark
No scarcity timers or review testimonials
lightbulb
Add real time availability and user reviews
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 hospitality layout with loyalty focus. Few unique interactive elements
Standard hospitality layout with loyalty focus. Few unique interactive elements
check
check
Loyalty point framing feels motivating
Loyalty point framing feels motivating
xmark
xmark
Page structure is typical and predictable
Page structure is typical and predictable
lightbulb
lightbulb
Incorporate interactive elements to stand out
Incorporate interactive elements to stand out
Good
Solid start
sparkles
Originality & Creativity
60
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Standard hospitality layout with loyalty focus. Few unique interactive elements
check
Loyalty point framing feels motivating
xmark
Page structure is typical and predictable
lightbulb
Incorporate interactive elements 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)
The page guides through loyalty and brand story but lacks quick booking actions
The page guides through loyalty and brand story but lacks quick booking actions
check
check
Clear pathway to explore offers and loyalty program
Clear pathway to explore offers and loyalty program
xmark
xmark
No visible room search or date picker on initial view
No visible room search or date picker on initial view
lightbulb
lightbulb
Introduce booking widget above the fold
Introduce booking widget above the fold
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)
The page guides through loyalty and brand story but lacks quick booking actions
check
Clear pathway to explore offers and loyalty program
xmark
No visible room search or date picker on initial view
lightbulb
Introduce booking widget above the fold
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
Copy highlights loyalty benefits and destinations yet some headlines repeat
Copy highlights loyalty benefits and destinations yet some headlines repeat
check
check
Headlines are concise and benefit driven
Headlines are concise and benefit driven
xmark
xmark
Repeated h2 messages reduce impact
Repeated h2 messages reduce impact
lightbulb
lightbulb
Streamline headings to avoid redundancy
Streamline headings to avoid redundancy
Good
Solid start
UX Writing
75
/100
Words shape action, and copy can make or break momentum.
UX Writing
Copy highlights loyalty benefits and destinations yet some headlines repeat
check
Headlines are concise and benefit driven
xmark
Repeated h2 messages reduce impact
lightbulb
Streamline headings to avoid redundancy
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
Clean layout with cohesive brand imagery and a bold hero offers section
Clean layout with cohesive brand imagery and a bold hero offers section
check
check
Bold hero offers stand out with high contrast buttons
Bold hero offers stand out with high contrast buttons
xmark
xmark
Many sections rely on text leading to visual monotony
Many sections rely on text leading to visual monotony
lightbulb
lightbulb
Add varied imagery to break up text heavy areas
Add varied imagery to break up text heavy areas
swatchbook
Design & Aesthetics
Great
Keep it up!
80
/100
Clean layout with cohesive brand imagery and a bold hero offers section
check
Bold hero offers stand out with high contrast buttons
xmark
Many sections rely on text leading to visual monotony
lightbulb
Add varied imagery to break up text heavy areas
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 Booking Widget
Add Booking Widget
Add Booking Widget
Implement a simple date and room picker in hero to enable direct bookings immediately
Implement a simple date and room picker in hero to enable direct bookings immediately
Important
Easy fix
Incorporate Scarcity
Incorporate Scarcity
Incorporate Scarcity
Display limited time offers and remaining room alerts to drive urgency and decision making
Display limited time offers and remaining room alerts to drive urgency and decision making
Suggestion
Moderate fix
Enhance Visual Breaks
Enhance Visual Breaks
Enhance Visual Breaks
Introduce high quality room and facility photos within text heavy sections to improve scanability
Introduce high quality room and facility photos within text heavy sections to improve scanability
Suggestion
Easy fix
Simplify Footer Navigation
Simplify Footer Navigation
Simplify Footer Navigation
Group footer links into expandable categories to reduce cognitive load on mobile users
Group footer links into expandable categories to reduce cognitive load on mobile users
RELATED RESOURCES
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UX/UI ANALYSIS
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The mindset behind booking a trip.
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RELATED RESOURCES
Tools to help you scale your brand.
Tools to help you scale your brand.
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Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025
Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025