Which Button Goes Where? The Science of Effective Hotel Websites

How do people (your clients, in particular) read web pages? That’s a question hoteliers need to answer.

Majority of your potential clients trust the Internet for accommodations when they travel; therefore, it makes sense to present them with a website that works. A good website, however, is more than just pretty graphics and words. Dwelling on these alone may not impress clients nor encourage them to click on the “Book Now” button.

There’s actually a science behind successful web designs for hotels.

Paving Easier Booking Paths

When someone visits your website, the intention remains unclear. Visitors may either be first-time travelers looking for safe accommodations or travel bloggers seeking cheaper rooms. They could also be returning visitors ready to book. Whatever the intention is, the goal is simple: get them to book.

How do you achieve this?

A structured navigation plan should lead visitors along the booking path while feeding them information. Keep in mind that clients need to know the basics: rates, amenities, food, and other relevant items. When you provide all the details, they will feel more comfortable about reservations.

Returning visitors, on the other hand, prefer a fast track than information. Your homepage should have a well-positioned call-to-action.

Consider Web Structure

Humans read text-heavy websites or blogs in a fast manner, according to a 2006 eye tracking study from the Nielsen Norman Group. In Western cultures, reading patterns are usually from left to right; this means visitors will read the first paragraph from left to right before scanning just the page’s left side, looking for interesting keywords.

If your site is text-heavy, a navigation bar located on top of the homepage is a big help. Since clients are most likely to look at this first, it serves as a prime position for your call to action. Remember: left is always “right.”

Visually driven sites, on the other hand, should pay attention to the Z-Pattern. Since visitors will read horizontally across the top page, position your call to action down the page on the right or at the top right.

The “Book Now” button can make a difference in your sale. Where you position the CTA affects a potential client’s click-through. Peak 14 Media helps your website perform better, so you increase bookings for your hotel. Call us today.

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