Conversion Analysis by Zerf

Conversion Analysis by Zerf

Conversion Analysis by Zerf

Website Report

Website Report

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.

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

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 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

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.

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