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( WEBSITE CONVERSION ANALYSIS )

Proper

properhotel.com

75.5/100 Overall Score
Grade B· High· Rank #50

( OVERVIEW )

Summary

Proper Hotels’ homepage uses immersive full-screen imagery to showcase its locations and accolades. Navigation is comprehensive but the lack of a clear above-the-fold booking CTA and heavy carousels may hinder quick reservations.

( SCORES )

Category breakdown

Design & Aesthetics85
Great· Keep it up!
Responsiveness80
Great· Keep it up!
User Experience75
Good· Solid start
UX Writing70
Good· Solid start
Originality & Creativity80
Great· Keep it up!
Sales Principles65
Good· Solid start

What's working

  • Stunning, high-quality images evoke luxury lifestyle.
  • Clean, modern typography aligns with brand tone.
  • Comprehensive navigation covers all guest needs.
  • Footer offers clear links to policies and social media.

What needs work

  • No visible booking CTA above the fold.
  • Image carousel buttons are low-contrast and hard to spot.
  • Award headings repeat without context or links.
  • Cookie consent overlay feels intrusive and dense.

( DETAIL )

Section analysis

Design & Aesthetics

85/100

Sophisticated and cohesive visual identity with high-quality imagery and minimalistic type, though contrast varies.

Working: High-resolution photography creates an immersive luxury feel.

Gap: Text overlays on busy images sometimes hinder readability.

Insight: Improve text contrast over images to maintain legibility and elegance.

Responsiveness

80/100

Layout scales images and navigation well across breakpoints, but some text and buttons appear small on mobile.

Working: Sticky footer and menu adapt cleanly on mobile.

Gap: Menu links densely packed, risking mis-taps on smaller screens.

Insight: Increase tap targets and spacing for mobile navigation items.

User Experience

75/100

Intuitive navigation and clear sectioning reduce cognitive load; however, the lack of immediate booking options adds friction.

Working: Logical grouping of content guides users through offerings.

Gap: Excessive carousel slides may overwhelm or distract users.

Insight: Introduce a prominent booking widget above the fold to streamline conversions.

UX Writing

70/100

Copy maintains a sophisticated tone, reinforcing brand identity; lacks concise CTAs and uses repetitive award listings.

Working: Brand voice is consistent and evocative of luxury experience.

Gap: Headings repeat similar award phrases, leading to redundancy.

Insight: Consolidate award mentions and inject action-oriented CTAs for clarity.

Originality & Creativity

80/100

Strong brand personality shines through bespoke imagery and award highlights; standard carousel format is common.

Working: Unique property images differentiate the brand effectively.

Gap: Slider mechanics are typical and lack unique interaction.

Insight: Explore interactive maps or video backgrounds to stand out.

Sales Principles

65/100

Limited scarcity or urgency cues; social proof via awards exists but lacks guest testimonials or ratings.

Working: Prominent awards and press mentions build brand credibility.

Gap: No visible promotions or limited-time deals to drive bookings.

Insight: Add limited-time offers and guest testimonials to boost trust and urgency.

( OPPORTUNITIES )

Top recommendations

The highest-impact changes we'd prioritize first.

ImportantEasy fix

Add Above-the-Fold Booking CTA

Place a prominent 'Book Now' button or widget in the hero area to reduce click friction and boost conversions.

ImportantModerate fix

Enhance Text Readability

Increase contrast between overlay text and background images, using shaded backgrounds or text shadows.

SuggestionModerate fix

Condense Award Section

Group awards into a collapsible carousel or tab format to reduce redundancy and declutter.

SuggestionEasy fix

Introduce Limited-Time Offers

Display time-sensitive promotions, such as 'Stay 2 nights, get 1 free,' to create urgency.

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