Like anyone who creates a website for business, you don’t want your website to be boring. You don’t want people to land on it, decide there’s nothing for them to do there, and leave after twenty seconds. Instead, you want to make your website stick – you want them to browse around and hopefully make a booking. According to research from HotelMarketing (they gathered feedback from almost 8,000 online travel buyers), errors in pricing, user experience and product directly contributed to lost sales.
There are 3 must-haves to do this, so consider this your simplified checklist:
#1 Make Pricing Simple
When people land on your tourism website – say, for shark diving – they’ve probably got a couple other tabs open on their browser for comparison. They’re currently researching their options and checking out your competitors as well, so it’s important that they understand your pricing structure quickly and easily.
Make sure it’s easy to spot, and you answer the following:
- How much does it cost?
- Why does it cost this much?
- What do I get for this price?
Remember that people want value for money, and it’s your job to communicate that value on your pricing page.
#2 Complete Product Information
Would you be interested in making a booking with a tourism operator if there was no description, photos, videos, or reviews of the experience? Probably not – and neither will your prospects.
This kind of information is absolutely crucial when people research their options, because you’re managing your prospects’ expectations. Make sure this information is easy to read (bulletpoints are better than big blocks of text!), and that you’re clear on what each experience entails – especially any additional charges (eg. using the shark diving tour example, things like scuba gear hire).
Your prospects need to know exactly what to expect.
3# Easy Navigation
When people land on you website, you don’t want them to be overwhelmed by the array of information you’re showing them. Instead, you want them to quickly figure out where they need to go to get their questions answered. Don’t try to put all your information on the one page. Put the simplified answers to most frequently asked questions, and provide a link to read more about it. You can even set up a FAQs page to help them out.
The end goal is for your site to be simple enough for visitors to know exactly what their options are. Don’t leave them wondering what to do next or they will quickly drop off!
Aim to be as simple, appealing, and engaging as possible.