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*
#
105
Website Rank
The Mill Casino homepage features immersive imagery and clear sectioning across casino amenities events and local attractions However CTAs and social proof need bolstering
B
Conversion Qualification*
#
105
Website Rank
B
Conversion Qualification*
The Mill Casino homepage features immersive imagery and clear sectioning across casino amenities events and local attractions However CTAs and social proof need bolstering
#
105
Website Rank
The Mill Casino homepage features immersive imagery and clear sectioning across casino amenities events and local attractions However CTAs and social proof need bolstering
80
80
/100
/100
Responsive Design
Responsive Design
60
60
/100
/100
influence principles
influence principles
70
/100
Originality & creativity
70
70
/100
/100
User Experience (UX)
User Experience (UX)
65
65
/100
/100
uX writing
uX writing
75
75
/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
Cohesive brand imagery showcases property atmosphere effectively
Cohesive brand imagery showcases property atmosphere effectively
Cohesive brand imagery showcases property atmosphere effectively
circle-check
circle-check
Consistent typography and color palette reinforce brand identity
Consistent typography and color palette reinforce brand identity
Consistent typography and color palette reinforce brand identity
circle-check
circle-check
Clear section headings guide users through casino accommodations events
Clear section headings guide users through casino accommodations events
Clear section headings guide users through casino accommodations events
circle-check
circle-check
Sticky bottom book now and contact bar improves accessibility
Sticky bottom book now and contact bar improves accessibility
Sticky bottom book now and contact bar improves accessibility
Things to improve
Things to improve
circle-exclamation
circle-exclamation
Hero CTA for app download conflicts with primary booking goals
Hero CTA for app download conflicts with primary booking goals
Hero CTA for app download conflicts with primary booking goals
circle-exclamation
circle-exclamation
Lack of scarcity cues limits urgency to book stays or join promotions
Lack of scarcity cues limits urgency to book stays or join promotions
Lack of scarcity cues limits urgency to book stays or join promotions
circle-exclamation
circle-exclamation
Cookie banner covers bottom of screen disrupting content visibility
Cookie banner covers bottom of screen disrupting content visibility
Cookie banner covers bottom of screen disrupting content visibility
circle-exclamation
circle-exclamation
Upcoming events cards lack descriptive text reducing context
Upcoming events cards lack descriptive text reducing context
Upcoming events cards lack descriptive text reducing context
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
Layout adapts to mobile and desktop but date pickers and menus may feel cramped on small screens
Layout adapts to mobile and desktop but date pickers and menus may feel cramped on small screens
check
check
Sticky menu and book now button remain accessible on all screen sizes
Sticky menu and book now button remain accessible on all screen sizes
xmark
xmark
Text and buttons on mobile appear small and could be hard to tap
Text and buttons on mobile appear small and could be hard to tap
lightbulb
lightbulb
Optimize mobile tap targets and spacing to comply with touch guidelines
Optimize mobile tap targets and spacing to comply with touch guidelines
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
Layout adapts to mobile and desktop but date pickers and menus may feel cramped on small screens
check
Sticky menu and book now button remain accessible on all screen sizes
xmark
Text and buttons on mobile appear small and could be hard to tap
lightbulb
Optimize mobile tap targets and spacing to comply with touch guidelines
Good
Good
Solid start
Solid start
Influence Principles
60
/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
Some social proof via TripAdvisor badge but lacks urgency tactics and strong scarcity messaging
Some social proof via TripAdvisor badge but lacks urgency tactics and strong scarcity messaging
check
check
Tripadvisor Best of the Best badge supports credibility and trust
Tripadvisor Best of the Best badge supports credibility and trust
xmark
xmark
No countdown timers or limited time indicators to drive urgency
No countdown timers or limited time indicators to drive urgency
lightbulb
lightbulb
Implement limited time offers or rooms left indicators to increase conversions
Implement limited time offers or rooms left indicators to increase conversions
Good
Solid start
Influence Principles
60
/100
Sites can apply psychological triggers, like social proof, scarcity, and authority, to guide visitors toward booking.
Influence Principles
Some social proof via TripAdvisor badge but lacks urgency tactics and strong scarcity messaging
check
Tripadvisor Best of the Best badge supports credibility and trust
xmark
No countdown timers or limited time indicators to drive urgency
lightbulb
Implement limited time offers or rooms left indicators to increase 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
Theming around coastal resort blends casino and local flair but layout is standard section flow
Theming around coastal resort blends casino and local flair but layout is standard section flow
check
check
Integrating local attraction content adds unique regional context
Integrating local attraction content adds unique regional context
xmark
xmark
Standard block layout feels familiar and limits surprise factor
Standard block layout feels familiar and limits surprise factor
lightbulb
lightbulb
Experiment with interactive maps or dynamic elements to boost originality
Experiment with interactive maps or dynamic elements to boost originality
Good
Solid start
sparkles
Originality & Creativity
70
/100
Great sites don't just follow best practices, they break the mold.
sparkles
Originality & Creativity
Theming around coastal resort blends casino and local flair but layout is standard section flow
check
Integrating local attraction content adds unique regional context
xmark
Standard block layout feels familiar and limits surprise factor
lightbulb
Experiment with interactive maps or dynamic elements to boost originality
Good
Good
Solid start
Solid start
browser
User Experience (UX)
70
/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)
Navigation covers many sections yet options feel overwhelming without grouping and filters
Navigation covers many sections yet options feel overwhelming without grouping and filters
check
check
Mega menu offers direct access to key areas minimizing navigation steps
Mega menu offers direct access to key areas minimizing navigation steps
xmark
xmark
Hick law issue with too many top level menu items increasing decision friction
Hick law issue with too many top level menu items increasing decision friction
lightbulb
lightbulb
Group related menu items under clear categories to reduce complexity
Group related menu items under clear categories to reduce complexity
Good
Solid start
browser
User Experience (UX)
70
/100
UX is all about how easy and enjoyable it is to use your site.
browser
User Experience (UX)
Navigation covers many sections yet options feel overwhelming without grouping and filters
check
Mega menu offers direct access to key areas minimizing navigation steps
xmark
Hick law issue with too many top level menu items increasing decision friction
lightbulb
Group related menu items under clear categories to reduce complexity
Good
Good
Solid start
Solid start
UX Writing
65
/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 conveys offerings and brand voice but repeats headlines and lacks clear booking prompts
Copy conveys offerings and brand voice but repeats headlines and lacks clear booking prompts
check
check
Headings are descriptive and reflect section content accurately
Headings are descriptive and reflect section content accurately
xmark
xmark
Repeated hero message wastes space and adds redundancy
Repeated hero message wastes space and adds redundancy
lightbulb
lightbulb
Streamline copy to reduce repetition and highlight booking value props
Streamline copy to reduce repetition and highlight booking value props
Good
Solid start
UX Writing
65
/100
Words shape action, and copy can make or break momentum.
UX Writing
Copy conveys offerings and brand voice but repeats headlines and lacks clear booking prompts
check
Headings are descriptive and reflect section content accurately
xmark
Repeated hero message wastes space and adds redundancy
lightbulb
Streamline copy to reduce repetition and highlight booking value props
Good
Good
Solid start
Solid start
75
/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 design uses rich imagery and cohesive typography yet heavy textures and low contrast text hinder readability
The design uses rich imagery and cohesive typography yet heavy textures and low contrast text hinder readability
check
check
Rich photography and uniform font usage create a polished site look
Rich photography and uniform font usage create a polished site look
xmark
xmark
Background pattern overpowers content and reduces legibility of text
Background pattern overpowers content and reduces legibility of text
lightbulb
lightbulb
Consider increasing text contrast and simplifying backgrounds to improve readability
Consider increasing text contrast and simplifying backgrounds to improve readability
swatchbook
Design & Aesthetics
Good
Solid start
75
/100
The design uses rich imagery and cohesive typography yet heavy textures and low contrast text hinder readability
check
Rich photography and uniform font usage create a polished site look
xmark
Background pattern overpowers content and reduces legibility of text
lightbulb
Consider increasing text contrast and simplifying backgrounds to improve 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
Increase text contrast
Increase text contrast
Increase text contrast
Boost readability by adjusting font color and background opacity especially on textured sections
Boost readability by adjusting font color and background opacity especially on textured sections
Important
Moderate fix
Simplify navigation menu
Simplify navigation menu
Simplify navigation menu
Group similar items and collapse less used links under logical categories to reduce decision complexity
Group similar items and collapse less used links under logical categories to reduce decision complexity
Suggestion
Easy fix
Add scarcity indicators
Add scarcity indicators
Add scarcity indicators
Introduce limited time offer banners or rooms left warnings to create urgency and drive bookings
Introduce limited time offer banners or rooms left warnings to create urgency and drive bookings
Suggestion
Easy fix
Remove duplicate headings
Remove duplicate headings
Remove duplicate headings
Eliminate repetitive hero messages and consolidate section titles to streamline content consumption
Eliminate repetitive hero messages and consolidate section titles to streamline content consumption
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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