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*
#
98
Website Rank
The Pursuit homepage features immersive hero visuals with bold headings a streamlined navigation and sections highlighting destinations experiences news and careers.
B
Conversion Qualification*
#
98
Website Rank
B
Conversion Qualification*
The Pursuit homepage features immersive hero visuals with bold headings a streamlined navigation and sections highlighting destinations experiences news and careers.
#
98
Website Rank
The Pursuit homepage features immersive hero visuals with bold headings a streamlined navigation and sections highlighting destinations experiences news and careers.
75
75
/100
/100
Responsive Design
Responsive Design
40
40
/100
/100
influence principles
influence principles
70
/100
Originality & creativity
80
80
/100
/100
User Experience (UX)
User Experience (UX)
75
75
/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
Bold hero message evokes brand values and intrigue
Bold hero message evokes brand values and intrigue
Bold hero message evokes brand values and intrigue
circle-check
circle-check
High quality visuals showcase destinations in vivid detail
High quality visuals showcase destinations in vivid detail
High quality visuals showcase destinations in vivid detail
circle-check
circle-check
Clear navigation with direct links to key sections
Clear navigation with direct links to key sections
Clear navigation with direct links to key sections
circle-check
circle-check
Consistent typography enhances readability and brand identity
Consistent typography enhances readability and brand identity
Consistent typography enhances readability and brand identity
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Lack of direct booking CTA above the fold hinders action
Lack of direct booking CTA above the fold hinders action
Lack of direct booking CTA above the fold hinders action
circle-exclamation
circle-exclamation
No visible social proof or reviews to build trust
No visible social proof or reviews to build trust
No visible social proof or reviews to build trust
circle-exclamation
circle-exclamation
Cookie banner is verbose and distracting on page load
Cookie banner is verbose and distracting on page load
Cookie banner is verbose and distracting on page load
circle-exclamation
circle-exclamation
Careers and news sections lack filters for easier browsing
Careers and news sections lack filters for easier browsing
Careers and news sections lack filters for easier browsing
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.
Good
Good
Solid start
Solid start
mobile
Responsive Design
75
/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 layout seems fluid yet navigation may be crowded on small screens
Responsive layout seems fluid yet navigation may be crowded on small screens
check
check
Flexible grid ensures content adjusts well across device widths
Flexible grid ensures content adjusts well across device widths
xmark
xmark
Navigation links might overflow on smaller screens causing crowding
Navigation links might overflow on smaller screens causing crowding
lightbulb
lightbulb
Consider a collapse menu for secondary nav on mobile
Consider a collapse menu for secondary nav on mobile
Good
Solid start
mobile
Responsive Design
75
/100
Responsive Design ensures your site is consistent and works perfectly across all devices.
mobile
Responsive Design
Responsive layout seems fluid yet navigation may be crowded on small screens
check
Flexible grid ensures content adjusts well across device widths
xmark
Navigation links might overflow on smaller screens causing crowding
lightbulb
Consider a collapse menu for secondary nav on mobile
Needs work
Needs work
Check insights
Check insights
Influence Principles
40
/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
Limited use of scarcity or social proof elements reduces urgency and trust
Limited use of scarcity or social proof elements reduces urgency and trust
check
check
Brand promise language builds credibility in an emotional way
Brand promise language builds credibility in an emotional way
xmark
xmark
No countdown offers or testimonial quotes to drive immediacy
No countdown offers or testimonial quotes to drive immediacy
lightbulb
lightbulb
Incorporate real customer reviews and limited time deals
Incorporate real customer reviews and limited time deals
Needs work
Check insights
Influence Principles
40
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Limited use of scarcity or social proof elements reduces urgency and trust
check
Brand promise language builds credibility in an emotional way
xmark
No countdown offers or testimonial quotes to drive immediacy
lightbulb
Incorporate real customer reviews and limited time deals
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
Design employs familiar travel site conventions with moderate unique elements
Design employs familiar travel site conventions with moderate unique elements
check
check
The hero messaging right captures wanderlust effectively
The hero messaging right captures wanderlust effectively
xmark
xmark
Section layouts follow a predictable pattern without surprises
Section layouts follow a predictable pattern without surprises
lightbulb
lightbulb
Introduce interactive creative elements to differentiate the experience
Introduce interactive creative elements to differentiate the experience
Good
Solid start
sparkles
Originality & Creativity
70
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Design employs familiar travel site conventions with moderate unique elements
check
The hero messaging right captures wanderlust effectively
xmark
Section layouts follow a predictable pattern without surprises
lightbulb
Introduce interactive creative elements to differentiate the experience
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 section hierarchy guides exploration though decision options can feel overwhelming
Clear section hierarchy guides exploration though decision options can feel overwhelming
check
check
Content sections are logically grouped helping users scan the page
Content sections are logically grouped helping users scan the page
xmark
xmark
Numerous navigation options may slow decision making initially
Numerous navigation options may slow decision making initially
lightbulb
lightbulb
Reduce primary nav items to streamline choices
Reduce primary nav items to streamline choices
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 section hierarchy guides exploration though decision options can feel overwhelming
check
Content sections are logically grouped helping users scan the page
xmark
Numerous navigation options may slow decision making initially
lightbulb
Reduce primary nav items to streamline choices
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
Copy is concise and engaging but lacks persuasive calls to action
Copy is concise and engaging but lacks persuasive calls to action
check
check
Headlines are memorable and align with brand voice
Headlines are memorable and align with brand voice
xmark
xmark
Absence of direct CTAs in content misses conversion opportunities
Absence of direct CTAs in content misses conversion opportunities
lightbulb
lightbulb
Add action oriented phrases to motivate user journeys
Add action oriented phrases to motivate user journeys
Good
Solid start
UX Writing
75
/100
Words shape action, and copy can make or break momentum.
UX Writing
Copy is concise and engaging but lacks persuasive calls to action
check
Headlines are memorable and align with brand voice
xmark
Absence of direct CTAs in content misses conversion opportunities
lightbulb
Add action oriented phrases to motivate user journeys
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
The site uses striking imagery with a clean grid layout and consistent typography
The site uses striking imagery with a clean grid layout and consistent typography
check
check
Striking large visuals create an emotional connection with visitors
Striking large visuals create an emotional connection with visitors
xmark
xmark
Overlapping text on hero image reduces legibility in places
Overlapping text on hero image reduces legibility in places
lightbulb
lightbulb
Balance text contrast with background to ensure readability
Balance text contrast with background to ensure readability
swatchbook
Design & Aesthetics
Great
Keep it up!
85
/100
The site uses striking imagery with a clean grid layout and consistent typography
check
Striking large visuals create an emotional connection with visitors
xmark
Overlapping text on hero image reduces legibility in places
lightbulb
Balance text contrast with background to ensure readability
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
Add Direct Booking CTA
Add Direct Booking CTA
Add Direct Booking CTA
Place a prominent book now button above the fold to drive conversions
Place a prominent book now button above the fold to drive conversions
Important
Moderate fix
Integrate Social Proof
Integrate Social Proof
Integrate Social Proof
Display customer testimonials and star ratings in key sections to build trust
Display customer testimonials and star ratings in key sections to build trust
Suggestion
Easy fix
Enhance Mobile Navigation
Enhance Mobile Navigation
Enhance Mobile Navigation
Implement a hamburger menu for secondary links to declutter smaller screens
Implement a hamburger menu for secondary links to declutter smaller screens
Suggestion
Moderate fix
Introduce Limited Time Offers
Introduce Limited Time Offers
Introduce Limited Time Offers
Add countdown timers or seasonal deals to create a sense of urgency
Add countdown timers or seasonal deals to create a sense of urgency
RELATED RESOURCES
Tools to help you scale your brand.
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UX/UI ANALYSIS
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The mindset behind booking a trip.
RELATED RESOURCES
RELATED RESOURCES
Tools to help you scale your brand.
Tools to help you scale your brand.
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Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025
Copyright © 2024 Zerf | All Rights Reserved
Top Software Developers -
Hospitality & Leisure 2025