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*
#
44
Website Rank
IHG’s homepage highlights loyalty rewards with clear point offers, brand messaging, and travel inspirations. Strong visual hierarchy and responsive design support user flow, though nav and content density could be streamlined.
B
Conversion Qualification*
#
44
Website Rank
B
Conversion Qualification*
IHG’s homepage highlights loyalty rewards with clear point offers, brand messaging, and travel inspirations. Strong visual hierarchy and responsive design support user flow, though nav and content density could be streamlined.
#
44
Website Rank
IHG’s homepage highlights loyalty rewards with clear point offers, brand messaging, and travel inspirations. Strong visual hierarchy and responsive design support user flow, though nav and content density could be streamlined.
85
85
/100
/100
Responsive Design
Responsive Design
60
60
/100
/100
influence principles
influence principles
70
/100
Originality & creativity
80
80
/100
/100
User Experience (UX)
User Experience (UX)
75
75
/100
/100
uX writing
uX writing
80
80
/100
/100
Design & Aesthetics
Design & Aesthetics
70
/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
Eye-catching hero with clear promotional offers.
Eye-catching hero with clear promotional offers.
Eye-catching hero with clear promotional offers.
circle-check
circle-check
Clear brand messaging about 19 hotel brands.
Clear brand messaging about 19 hotel brands.
Clear brand messaging about 19 hotel brands.
circle-check
circle-check
Consistent use of brand color for CTA buttons.
Consistent use of brand color for CTA buttons.
Consistent use of brand color for CTA buttons.
circle-check
circle-check
Distinct content sections with clear headings.
Distinct content sections with clear headings.
Distinct content sections with clear headings.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Hero CTAs are duplicated, cluttering the space.
Hero CTAs are duplicated, cluttering the space.
Hero CTAs are duplicated, cluttering the space.
circle-exclamation
circle-exclamation
Lack of social proof or user testimonials.
Lack of social proof or user testimonials.
Lack of social proof or user testimonials.
circle-exclamation
circle-exclamation
Navigation menu is overcrowded with many links.
Navigation menu is overcrowded with many links.
Navigation menu is overcrowded with many links.
circle-exclamation
circle-exclamation
No scarcity messaging to drive immediate bookings.
No scarcity messaging to drive immediate bookings.
No scarcity messaging to drive immediate bookings.
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
85
/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 breakpoints, keeping CTAs readable, but image cropping can be off.
Layout adapts well across breakpoints, keeping CTAs readable, but image cropping can be off.
check
check
CTAs and text stack neatly on mobile screens.
CTAs and text stack neatly on mobile screens.
xmark
xmark
Some images crop awkwardly on narrow viewports.
Some images crop awkwardly on narrow viewports.
lightbulb
lightbulb
Refine mobile image cropping and alignment across devices.
Refine mobile image cropping and alignment across devices.
Great
Keep it up!
mobile
Responsive Design
85
/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 breakpoints, keeping CTAs readable, but image cropping can be off.
check
CTAs and text stack neatly on mobile screens.
xmark
Some images crop awkwardly on narrow viewports.
lightbulb
Refine mobile image cropping and alignment across devices.
Good
Good
Solid start
Solid start
Influence Principles
60
/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
Loyalty benefits are clear but lack urgency cues, scarcity tactics, and social proof.
Loyalty benefits are clear but lack urgency cues, scarcity tactics, and social proof.
check
check
Program benefits like free WiFi and late checkout stand out.
Program benefits like free WiFi and late checkout stand out.
xmark
xmark
No limited-time offers or countdowns to create urgency.
No limited-time offers or countdowns to create urgency.
lightbulb
lightbulb
Add scarcity elements like timers or limited-availability messaging.
Add scarcity elements like timers or limited-availability messaging.
Good
Solid start
Influence Principles
60
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Loyalty benefits are clear but lack urgency cues, scarcity tactics, and social proof.
check
Program benefits like free WiFi and late checkout stand out.
xmark
No limited-time offers or countdowns to create urgency.
lightbulb
Add scarcity elements like timers or limited-availability messaging.
Good
Good
Solid start
Solid start
sparkles
Originality & Creativity
70
/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
Utilizes standard corporate patterns with subtle brand touches; limited interactive originality.
Utilizes standard corporate patterns with subtle brand touches; limited interactive originality.
check
check
Split-screen hero refreshing take on common banner.
Split-screen hero refreshing take on common banner.
xmark
xmark
Predictable section layouts feel repetitive.
Predictable section layouts feel repetitive.
lightbulb
lightbulb
Introduce interactive modules or subtle animations to boost engagement.
Introduce interactive modules or subtle animations to boost engagement.
Good
Solid start
sparkles
Originality & Creativity
70
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Utilizes standard corporate patterns with subtle brand touches; limited interactive originality.
check
Split-screen hero refreshing take on common banner.
xmark
Predictable section layouts feel repetitive.
lightbulb
Introduce interactive modules or subtle animations to boost engagement.
Great
Great
Keep it up!
Keep it up!
browser
User Experience (UX)
80
/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 journey from hero to offers, with logical chunking, but top nav may overwhelm first-time visitors.
Clear journey from hero to offers, with logical chunking, but top nav may overwhelm first-time visitors.
check
check
Three offer cards present choices without overwhelming.
Three offer cards present choices without overwhelming.
xmark
xmark
Top navigation has too many links.
Top navigation has too many links.
lightbulb
lightbulb
Streamline header links into grouped navigation to reduce cognitive load.
Streamline header links into grouped navigation to reduce cognitive load.
Great
Keep it up!
browser
User Experience (UX)
80
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Clear journey from hero to offers, with logical chunking, but top nav may overwhelm first-time visitors.
check
Three offer cards present choices without overwhelming.
xmark
Top navigation has too many links.
lightbulb
Streamline header links into grouped navigation to reduce cognitive load.
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
Brand voice is consistent and benefit-focused, yet lengthy paragraphs hinder scanning.
Brand voice is consistent and benefit-focused, yet lengthy paragraphs hinder scanning.
check
check
Benefit-driven headlines clearly communicate loyalty value.
Benefit-driven headlines clearly communicate loyalty value.
xmark
xmark
Paragraphs are overly long, reducing scanability.
Paragraphs are overly long, reducing scanability.
lightbulb
lightbulb
Convert long text blocks into concise bullet points for quick comprehension.
Convert long text blocks into concise bullet points for quick comprehension.
Good
Solid start
UX Writing
75
/100
Words shape action, and copy can make or break momentum.
UX Writing
Brand voice is consistent and benefit-focused, yet lengthy paragraphs hinder scanning.
check
Benefit-driven headlines clearly communicate loyalty value.
xmark
Paragraphs are overly long, reducing scanability.
lightbulb
Convert long text blocks into concise bullet points for quick comprehension.
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 modern aesthetic with strong brand colors, though some sections feel text-heavy.
Clean modern aesthetic with strong brand colors, though some sections feel text-heavy.
check
check
Strong hierarchy with bold headlines and vibrant CTAs.
Strong hierarchy with bold headlines and vibrant CTAs.
xmark
xmark
Background images under text reduce readability.
Background images under text reduce readability.
lightbulb
lightbulb
Reduce duplicate hero elements to declutter the design.
Reduce duplicate hero elements to declutter the design.
swatchbook
Design & Aesthetics
Great
Keep it up!
80
/100
Clean modern aesthetic with strong brand colors, though some sections feel text-heavy.
check
Strong hierarchy with bold headlines and vibrant CTAs.
xmark
Background images under text reduce readability.
lightbulb
Reduce duplicate hero elements to declutter the design.
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
Implement Scarcity Cues
Implement Scarcity Cues
Implement Scarcity Cues
Introduce limited-time banners or countdown timers on promo offers to create urgency and prompt immediate action.
Introduce limited-time banners or countdown timers on promo offers to create urgency and prompt immediate action.
Suggestion
Easy fix
Optimize Mobile Images
Optimize Mobile Images
Optimize Mobile Images
Adjust CSS or serve mobile-specific images to prevent awkward cropping and maintain visual consistency.
Adjust CSS or serve mobile-specific images to prevent awkward cropping and maintain visual consistency.
Important
Moderate fix
Simplify Navigation
Simplify Navigation
Simplify Navigation
Consolidate top-level links into a dropdown or mega-menu to declutter the header and streamline user choices.
Consolidate top-level links into a dropdown or mega-menu to declutter the header and streamline user choices.
Suggestion
Moderate fix
Add Social Proof
Add Social Proof
Add Social Proof
Incorporate guest testimonials, ratings, or logos under key offers to build trust and leverage social proof.
Incorporate guest testimonials, ratings, or logos under key offers to build trust and leverage social proof.
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