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*
#
14
Website Rank
Marriott Bonvoy homepage highlights promotions, membership signup, curated destinations, hotel collections, dining experiences, and app benefits in a multi-carousel layout.
B+
Conversion Qualification*
#
14
Website Rank
B+
Conversion Qualification*
Marriott Bonvoy homepage highlights promotions, membership signup, curated destinations, hotel collections, dining experiences, and app benefits in a multi-carousel layout.
#
14
Website Rank
Marriott Bonvoy homepage highlights promotions, membership signup, curated destinations, hotel collections, dining experiences, and app benefits in a multi-carousel layout.
90
90
/100
/100
Responsive Design
Responsive Design
65
65
/100
/100
influence principles
influence principles
70
/100
Originality & creativity
75
75
/100
/100
User Experience (UX)
User Experience (UX)
80
80
/100
/100
uX writing
uX writing
85
85
/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
High-quality hero imagery builds premium brand feel
High-quality hero imagery builds premium brand feel
High-quality hero imagery builds premium brand feel
circle-check
circle-check
Clear primary CTA 'Find Hotels' stands out against background
Clear primary CTA 'Find Hotels' stands out against background
Clear primary CTA 'Find Hotels' stands out against background
circle-check
circle-check
Consistent Bonvoy branding and color palette across page
Consistent Bonvoy branding and color palette across page
Consistent Bonvoy branding and color palette across page
circle-check
circle-check
Well-structured sectional hierarchy with clear thematic breaks
Well-structured sectional hierarchy with clear thematic breaks
Well-structured sectional hierarchy with clear thematic breaks
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Multiple carousels create cognitive overload for users
Multiple carousels create cognitive overload for users
Multiple carousels create cognitive overload for users
circle-exclamation
circle-exclamation
Footer overwhelming with extensive link list and small font
Footer overwhelming with extensive link list and small font
Footer overwhelming with extensive link list and small font
circle-exclamation
circle-exclamation
No visible customer reviews or social proof to build trust
No visible customer reviews or social proof to build trust
No visible customer reviews or social proof to build trust
circle-exclamation
circle-exclamation
Booking form buried below hero reduces immediate action
Booking form buried below hero reduces immediate action
Booking form buried below hero reduces immediate action
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
90
/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 layouts adapt well from desktop to mobile with clear nav
Responsive layouts adapt well from desktop to mobile with clear nav
check
check
Hamburger menu mobile simplifies navigation effectively
Hamburger menu mobile simplifies navigation effectively
xmark
xmark
Card text occasionally clips at narrow viewports
Card text occasionally clips at narrow viewports
lightbulb
lightbulb
Optimize text wrapping on card components for better legibility
Optimize text wrapping on card components for better legibility
Great
Keep it up!
mobile
Responsive Design
90
/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 layouts adapt well from desktop to mobile with clear nav
check
Hamburger menu mobile simplifies navigation effectively
xmark
Card text occasionally clips at narrow viewports
lightbulb
Optimize text wrapping on card components for better legibility
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
Effective scarcity in hero but lacks social proof and trust signals
Effective scarcity in hero but lacks social proof and trust signals
check
check
Limited-time offer creates urgency immediately
Limited-time offer creates urgency immediately
xmark
xmark
No customer testimonials or star ratings are shown
No customer testimonials or star ratings are shown
lightbulb
lightbulb
Integrate reviews and ratings near offers to boost conversions
Integrate reviews and ratings near offers to boost conversions
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
Effective scarcity in hero but lacks social proof and trust signals
check
Limited-time offer creates urgency immediately
xmark
No customer testimonials or star ratings are shown
lightbulb
Integrate reviews and ratings near offers to boost conversions
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
Familiar hotel chain design enriched by curated theme sections
Familiar hotel chain design enriched by curated theme sections
check
check
Themed categories add a creative layer to standard layout
Themed categories add a creative layer to standard layout
xmark
xmark
Overall template feels generic for frequent web users
Overall template feels generic for frequent web users
lightbulb
lightbulb
Introduce interactive or personalized elements to stand out
Introduce interactive or personalized elements to stand out
Good
Solid start
sparkles
Originality & Creativity
70
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Familiar hotel chain design enriched by curated theme sections
check
Themed categories add a creative layer to standard layout
xmark
Overall template feels generic for frequent web users
lightbulb
Introduce interactive or personalized elements to stand out
Good
Good
Solid start
Solid start
browser
User Experience (UX)
75
/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)
Intuitive CTAs and thematic sections but many options risk choice paralysis
Intuitive CTAs and thematic sections but many options risk choice paralysis
check
check
Primary booking action is prominent and easily accessible
Primary booking action is prominent and easily accessible
xmark
xmark
Excessive links and carousels may confuse first-time visitors
Excessive links and carousels may confuse first-time visitors
lightbulb
lightbulb
Reduce peripheral options and guide users toward core actions
Reduce peripheral options and guide users toward core actions
Good
Solid start
browser
User Experience (UX)
75
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Intuitive CTAs and thematic sections but many options risk choice paralysis
check
Primary booking action is prominent and easily accessible
xmark
Excessive links and carousels may confuse first-time visitors
lightbulb
Reduce peripheral options and guide users toward core actions
Great
Great
Keep it up!
Keep it up!
UX Writing
80
/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
Benefit-focused headlines drive value but repeated generic phrases feel flat
Benefit-focused headlines drive value but repeated generic phrases feel flat
check
check
Headlines like 'Earn 5 Free Nights' clearly communicate offers
Headlines like 'Earn 5 Free Nights' clearly communicate offers
xmark
xmark
Section labels are overly generic across categories
Section labels are overly generic across categories
lightbulb
lightbulb
Tailor messaging to user segments for more engaging copy
Tailor messaging to user segments for more engaging copy
Great
Keep it up!
UX Writing
80
/100
Words shape action, and copy can make or break momentum.
UX Writing
Benefit-focused headlines drive value but repeated generic phrases feel flat
check
Headlines like 'Earn 5 Free Nights' clearly communicate offers
xmark
Section labels are overly generic across categories
lightbulb
Tailor messaging to user segments for more engaging copy
Great
Great
Keep it up!
Keep it up!
85
/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
Premium visuals and cohesive branding but dense carousels add clutter
Premium visuals and cohesive branding but dense carousels add clutter
check
check
Strong use of high-resolution images and consistent styling
Strong use of high-resolution images and consistent styling
xmark
xmark
Visual hierarchy suffers with too many rotating elements
Visual hierarchy suffers with too many rotating elements
lightbulb
lightbulb
Simplify carousels to highlight priority content and improve clarity
Simplify carousels to highlight priority content and improve clarity
swatchbook
Design & Aesthetics
Great
Keep it up!
85
/100
Premium visuals and cohesive branding but dense carousels add clutter
check
Strong use of high-resolution images and consistent styling
xmark
Visual hierarchy suffers with too many rotating elements
lightbulb
Simplify carousels to highlight priority content and improve clarity
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
Integrate Social Proof
Integrate Social Proof
Integrate Social Proof
Add customer testimonials and star ratings near hotel listings to build trust and convert more visitors.
Add customer testimonials and star ratings near hotel listings to build trust and convert more visitors.
Suggestion
Easy fix
Streamline Carousels
Streamline Carousels
Streamline Carousels
Reduce the number of rotating carousels to three key sections to lower cognitive load and improve navigation.
Reduce the number of rotating carousels to three key sections to lower cognitive load and improve navigation.
Important
Moderate fix
Prominent Booking Form
Prominent Booking Form
Prominent Booking Form
Introduce a sticky booking bar or reposition the search form above the fold for quicker access to reservations.
Introduce a sticky booking bar or reposition the search form above the fold for quicker access to reservations.
Suggestion
Moderate fix
Personalize Content
Personalize Content
Personalize Content
Leverage user location or Bonvoy profile data to present personalized offers and destination suggestions.
Leverage user location or Bonvoy profile data to present personalized offers and destination suggestions.
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