[Editor’s Note: You may also wish to watch our recent webinar on Smart Ways to Book More Rooms]
I always enjoy the webinars and online trainings we do because it pushes me, as an instructor, to come up on answers and solutions for questions students ask. Keep those questions coming!
We had some good questions at the end of the webinar on Smart Ways To Book More Rooms” we did for PAII (we’re proud to be a member) — Professional Association of Innkeepers International— last week that I’m going to follow up on here:
Do you have more examples of optimized landing pages? Yes.
• My new book, The Marketer’s Concise Guide to CRO, contains an appendix with a Hotel A/B test plus a ton of other CRO (Conversion Rate Optimization) and landing page tools, tips and tactics. Get it on Amazon.
• We have an article section on CRO, here at Webdirexion, and will be posting before and after A/B tests for the hospitality industries as we go.
• I like the section on CRO at Marketing Land for examples and tutorials
• Coming soon, my CRO Power course — the companion course for the book (great savings coupon in the book for this)
What is the difference between Responsive and Adaptive design? It’s no wonder there is confusion, because programmers, designers, and gurus all have slightly different definitions. There is some overlap between the two concepts. Basically we’re talking about building your website so that it functions well for users with larger screens, and also smoothly switches to a smart interface optimized for mobile users. For example, our demo booking page featuring Checkfront at right (click to enlarge) is responsive in that it resizes smoothly from desktop size down to smart phone width. It also has a function that “adapts” the menu bar to a single pop-down to fit better on small screens. There’s also an “app” like interface solution that presents a different look and feel for mobile users, and is optimized for their use. You use the same content — no need for a duplicate website.
- What are some “magic words” to help capture attention on landing pages? Specials. Win. Save. Promotion. Discount. On Sale. Tickets. Give-away. Contest. These are words that call for your intention and imply an incentive for your visitors to complete an action (a “conversion”) you want them to take.
- Does LinkedIn have value for BnBs? Yes. Especially if you have a meeting space, and you think in terms of business retreats which are a good way to drum up some business in the off-season. You should always include LinkedIn in the “Big 4” (Facebook, Twitter, G+, LinkedIn) and set your blogs to automatically post there. Plus… consider advertising ON LinkedIn for your business retreats with appropriate targeting and business group ad placements. Remember Heather’s tip (form the webinar) to use the forums. Finally, use LinkedIn to connect with allied business people in your area and keep them informed of what you are doing at your property.
- What about using different analytics programs (AWStats was mentioned) to track visitor behavior? AWStats is a program that a lot of web hosts offer as simpler sort of “log file visualization”. I did some research and while you can get some activity numbers this way, AWStats won’t help you with conversion issues, website goals, nor measure the effectiveness of your SEO or marketing campaigns. This is why I would continue to recommend Google Analytics — it’s free (you just need a free gmail account), and it offers goal setting and tracking along with its own A/B testing technology called “Content Experiments” which we reviewed in the webinar.
Feel free to write to us with any other questions about Inn and Hotel marketing. I will collect your questions and cover them in future blog posts.
Scott serves as CMO & Chief Optimizer on the Webdirexion LLC agency digital marketing team for both development and content marketing strategy, and is the author of the new book, “The Marketer’s Concise Guide to CRO” (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). He is currently working toward Professional Certified Marketer (PCM) in Digital Marketing through the American Marketing Association which also requires annual training and 3-year recertification.
Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences. When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his dog (Steggman), and camping trips. Scott says he survives on Coffee and Pizza.