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*
#
15
Website Rank
Well designed homepage showcasing Marriott loyalty offers hero imagery carousels for destinations packages membership and app promos. Multiple content sections may overwhelm with choices
B+
Conversion Qualification*
#
15
Website Rank
B+
Conversion Qualification*
Well designed homepage showcasing Marriott loyalty offers hero imagery carousels for destinations packages membership and app promos. Multiple content sections may overwhelm with choices
#
15
Website Rank
Well designed homepage showcasing Marriott loyalty offers hero imagery carousels for destinations packages membership and app promos. Multiple content sections may overwhelm with choices
80
80
/100
/100
Responsive Design
Responsive Design
70
70
/100
/100
influence principles
influence principles
65
/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
65
/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
Striking hero with immersive photography captivates immediately.
Striking hero with immersive photography captivates immediately.
Striking hero with immersive photography captivates immediately.
circle-check
circle-check
Clean branding and color palette maintain cohesive identity.
Clean branding and color palette maintain cohesive identity.
Clean branding and color palette maintain cohesive identity.
circle-check
circle-check
Sections are well separated with ample white space.
Sections are well separated with ample white space.
Sections are well separated with ample white space.
circle-check
circle-check
Clear Find Hotels CTA stands out early on page.
Clear Find Hotels CTA stands out early on page.
Clear Find Hotels CTA stands out early on page.
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Carousel arrows feel small and hard to tap.
Carousel arrows feel small and hard to tap.
Carousel arrows feel small and hard to tap.
circle-exclamation
circle-exclamation
Navigation menu has too many items causing fatigue.
Navigation menu has too many items causing fatigue.
Navigation menu has too many items causing fatigue.
circle-exclamation
circle-exclamation
Overly dense footer feels cluttered and overwhelming.
Overly dense footer feels cluttered and overwhelming.
Overly dense footer feels cluttered and overwhelming.
circle-exclamation
circle-exclamation
Lack of customer reviews or social proof reduces credibility.
Lack of customer reviews or social proof reduces credibility.
Lack of customer reviews or social proof reduces credibility.
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
80
/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
Adaptable layout with hamburger menu yet nav depth and content scaling hamper mobile clarity.
Adaptable layout with hamburger menu yet nav depth and content scaling hamper mobile clarity.
check
check
Hero scales well and booking widget remains accessible across viewports.
Hero scales well and booking widget remains accessible across viewports.
xmark
xmark
Deep nested menu increases taps needed to reach content on mobile.
Deep nested menu increases taps needed to reach content on mobile.
lightbulb
lightbulb
Streamline menu hierarchy and optimize touch targets for mobile.
Streamline menu hierarchy and optimize touch targets for mobile.
Great
Keep it up!
mobile
Responsive Design
80
/100
Responsive Design ensures your site is consistent and works perfectly across all devices.
mobile
Responsive Design
Adaptable layout with hamburger menu yet nav depth and content scaling hamper mobile clarity.
check
Hero scales well and booking widget remains accessible across viewports.
xmark
Deep nested menu increases taps needed to reach content on mobile.
lightbulb
Streamline menu hierarchy and optimize touch targets for mobile.
Good
Good
Solid start
Solid start
Influence Principles
70
/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
Employs scarcity with limited time offer but lacks social proof and personalization.
Employs scarcity with limited time offer but lacks social proof and personalization.
check
check
Limited time free nights offer is prominent and persuasive.
Limited time free nights offer is prominent and persuasive.
xmark
xmark
Absence of reviews or ratings undercuts trust building.
Absence of reviews or ratings undercuts trust building.
lightbulb
lightbulb
Integrate customer testimonials or user ratings alongside offers.
Integrate customer testimonials or user ratings alongside offers.
Good
Solid start
Influence Principles
70
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Employs scarcity with limited time offer but lacks social proof and personalization.
check
Limited time free nights offer is prominent and persuasive.
xmark
Absence of reviews or ratings undercuts trust building.
lightbulb
Integrate customer testimonials or user ratings alongside offers.
Good
Good
Solid start
Solid start
sparkles
Originality & Creativity
65
/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
Uses conventional travel site tropes with strong visuals and lacks novel interactions.
Uses conventional travel site tropes with strong visuals and lacks novel interactions.
check
check
Tiered membership promo is clearly communicated.
Tiered membership promo is clearly communicated.
xmark
xmark
Standard carousel pattern feels generic and overused.
Standard carousel pattern feels generic and overused.
lightbulb
lightbulb
Experiment with interactive or personalized recommendations to stand out.
Experiment with interactive or personalized recommendations to stand out.
Good
Solid start
sparkles
Originality & Creativity
65
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Uses conventional travel site tropes with strong visuals and lacks novel interactions.
check
Tiered membership promo is clearly communicated.
xmark
Standard carousel pattern feels generic and overused.
lightbulb
Experiment with interactive or personalized recommendations 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)
Familiar layout leverages known travel site conventions though choice overload may hinder decisions.
Familiar layout leverages known travel site conventions though choice overload may hinder decisions.
check
check
Consistent layout and chunked sections guide users through offerings fluently.
Consistent layout and chunked sections guide users through offerings fluently.
xmark
xmark
Multiple carousels and CTAs risk confusing users with too many actions.
Multiple carousels and CTAs risk confusing users with too many actions.
lightbulb
lightbulb
Prioritize primary actions and reduce redundant carousels to ease decision paths.
Prioritize primary actions and reduce redundant carousels to ease decision paths.
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)
Familiar layout leverages known travel site conventions though choice overload may hinder decisions.
check
Consistent layout and chunked sections guide users through offerings fluently.
xmark
Multiple carousels and CTAs risk confusing users with too many actions.
lightbulb
Prioritize primary actions and reduce redundant carousels to ease decision paths.
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
Compelling offers delivered with concise headlines yet some CTAs and labels feel verbose.
Compelling offers delivered with concise headlines yet some CTAs and labels feel verbose.
check
check
Effective limited time messaging creates urgency and interest.
Effective limited time messaging creates urgency and interest.
xmark
xmark
Generic Learn More labels lack context and appear repetitive.
Generic Learn More labels lack context and appear repetitive.
lightbulb
lightbulb
Add descriptive microcopy to clarify CTA intent and context.
Add descriptive microcopy to clarify CTA intent and context.
Great
Keep it up!
UX Writing
80
/100
Words shape action, and copy can make or break momentum.
UX Writing
Compelling offers delivered with concise headlines yet some CTAs and labels feel verbose.
check
Effective limited time messaging creates urgency and interest.
xmark
Generic Learn More labels lack context and appear repetitive.
lightbulb
Add descriptive microcopy to clarify CTA intent and context.
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
Modern professional design with high quality imagery and cohesive branding.
Modern professional design with high quality imagery and cohesive branding.
check
check
High resolution photos and consistent color usage strengthen brand appeal.
High resolution photos and consistent color usage strengthen brand appeal.
xmark
xmark
Visual density in some sections leads to overcrowded feel under specific breakpoints.
Visual density in some sections leads to overcrowded feel under specific breakpoints.
lightbulb
lightbulb
Simplify visual hierarchy to reduce clutter in busy sections.
Simplify visual hierarchy to reduce clutter in busy sections.
swatchbook
Design & Aesthetics
Great
Keep it up!
85
/100
Modern professional design with high quality imagery and cohesive branding.
check
High resolution photos and consistent color usage strengthen brand appeal.
xmark
Visual density in some sections leads to overcrowded feel under specific breakpoints.
lightbulb
Simplify visual hierarchy to reduce clutter in busy sections.
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
Simplify Navigation
Simplify Navigation
Simplify Navigation
Reduce top level nav items by grouping categories to ease decision making.
Reduce top level nav items by grouping categories to ease decision making.
Important
Easy fix
Enhance Social Proof
Enhance Social Proof
Enhance Social Proof
Add customer reviews ratings or testimonials near offers to boost credibility.
Add customer reviews ratings or testimonials near offers to boost credibility.
Suggestion
Easy fix
Improve Touch Targets
Improve Touch Targets
Improve Touch Targets
Enlarge carousel arrows and CTA buttons on mobile for easier tapping.
Enlarge carousel arrows and CTA buttons on mobile for easier tapping.
Suggestion
Moderate fix
Clarify CTAs
Clarify CTAs
Clarify CTAs
Update generic button labels with descriptive microcopy about destination or offer.
Update generic button labels with descriptive microcopy about destination or offer.
RELATED RESOURCES
Tools to help you scale your brand.
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UX/UI ANALYSIS
Margaritaville
The mindset behind booking a trip.
RELATED RESOURCES
RELATED RESOURCES
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