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*

#

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.

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

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High-quality hero imagery builds premium brand feel

High-quality hero imagery builds premium brand feel

High-quality hero imagery builds premium brand feel

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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

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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

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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

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circle-exclamation

Multiple carousels create cognitive overload for users

Multiple carousels create cognitive overload for users

Multiple carousels create cognitive overload for users

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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

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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

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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

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 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

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.

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