Powerful Call-To-Actions for Powerful Booking Conversions

7 steps to increase your booking conversion rates

Posted by Nicole Kow on Nov 4, 2016

Your website that you’ve worked so hard on is launched, you have fantastic descriptions of the tours your company offers, and your contact information is clearly visible for visitors of your site to see. There is just one problem...no one is booking any trips.

Booking a trip is a long, tedious process that requires careful planning. Most visitors to your tour booking site will need to re-visit your page a few times before making a decision.

This means that booking conversion rates are particularly low for tour companies.

According to tnooz, abandonment rates (that is, the number of abandoned shopping carts to the number of completed transactions) is the highest amongst online travel agents.

 

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(Source: https://www.tnooz.com/article/online-travel-booking-abandonment-forecast-infographic/)

 

How can you get your site visitors to take the next step or, more accurately, how can you increase your booking conversion rates?


 

What Is A Booking Conversion Rate?

According to DCS Plus, conversion rates are “non-transactional, conversion steps that lead to the definitive conversion into a customer.” For tour companies, booking conversion rates are when visitors take the next step and book a tour on the site.

 

Why Are CTA Buttons Important For Your Tour Booking Company? 

One of the most common and most successful ways of increasing booking conversion rates is to use powerful call-to-action buttons (CTA). 

CTAs are valuable because:

  • CTAs direct visitors
  • CTAs catch the attention of visitors
  • CTAs get visitors to take action
  • CTAs improve conversion rates

 

In order to effectively use CTAs to increase booking conversion, you must create meaningful CTAs.

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How to Effectively Use CTAs to Increase Booking Conversions

 

Step 1: Define Your CTA Goals

In order to fully realize the potential of CTAs, it’s important to define what the goals of your site are and what the goals of the visitors to the site are. This way you can create meaningful CTAs that will achieve these goals. 

Daniel Gonzalez, a conversion rate optimization specialist, retweeted an interesting article about how to design the right thing for the right persona.

Ask yourself:

  • What do I want to achieve from using CTAs?
  • Who is my audience?
  • What does my audience want to achieve from visiting my site?
  • What is in it for my audience if they perform the CTA?

 

Step 2: Show the Benefits of Your CTAs

If your problem could be solved with the click of a button, you would hit that button, right? So if your CTA solves the problem that the site visitor is having, then the likelihood of them clicking on it increases drastically.

Frame CTAs so that the visitor sees what is in it for them. Instead of using the “Click Here,” try using “Time to Easily Book Your Dream Vacation”.

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Step 3: Add Urgency To Your CTA

Which CTA generates a sense of urgency?

“Book Your Free Vacation” or “Don’t just stand there, book your dream vacation now!”

The second one, right?

By creating a sense of urgency visitors are more likely to act right away.

Conversions XL posted the article “How Creating A Sense Of Urgency Helped Me Increase My Sales by 332%.” The author, Marcus Taylor, shares what he has learned about the power of urgency and how to implement it to increase conversions.

Try creating CTAs with a time limit by using “For a Limited Time Only” or using the color orange as it is associated with a sense of urgency.

 

Step 4: Strategically Place the CTA

Be mindful about the placement of your CTAs. Place your CTAs: 

1. Above the Fold

When a piece of information is “Above The Fold” it is placed at the top of a webpage where a user does not have to scroll down to see it. Shopify considers this to be the optimal place for a CTA because it immediately catches the user’s attention and encourages them to click through to your booking site. 

Shopify’s CTA is placed “Above The Fold.” It is the first thing you see when their homepage loads.

Shopify_CTA.png

(Source: https://www.shopify.com/)

 

2. Below the Fold

Unbounce argues that asking for an action from a visitor before they know about what you have to offer can be overwhelming. Place the CTA after you catch the visitor’s attention, create interest, and create the desire for them to take the action.

Don’t be afraid to place the CTA “below the fold”.

 

3. All the way through (or a sticky CTA)

Make the CTA button sticky so that as the visitor scrolls up and down the button will always be visible.

Use the WordPress plug-in “Sticky Menu” that makes any element on your page sticky.

 

Download your free 7-step guide to creating more powerful calls-to-action today to convert more visits into customers. 

 

Step 5: Optimize the CTA

Optimize your CTA content by creating CTAs that are short, simple, and relevant:

  • Short: A CTA that is too long will not keep the visitor’s attention.
  • Simple: A CTA that is too complicated will discourage the visitor from performing the action.
  • Relevant: Visitors will ignore CTAs that are irrelevant to them. 

Think about:

  • Design: Strategically place the layout, images, and words of your CTA. They will have an effect on your visitors.

  • Color: Color has different effects in marketing. It influences men and women differently, it can make customers feel a wide range of emotions and much more. Read Help Scouts guide to the Psychology of Color in Marketing.

  • Emotions: Use words that evoke emotions for your visitors. Try adding an exclamation point to the end of your CTA.

  • Words: Think carefully about your audience and how you choose to speak to them. Read this article that Peep Laja, the founder of ConversionXL, retweeted about Tiny Words That Make a Huge Impact On Conversions. 

  • Mood: Use words with an imperative mood; verbs that command or request. Platform: Be aware of the way you present your CTA on the platform you are using. CTAs on Instagram should be based on images and CTAs on Twitter should be based on text.

  • Creativity: Have fun with your CTAs and make them memorable for your customers. 

Huemor gets creative by creating a CTA that you can’t help but want to click:

 

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(Source: https://huemor.rocks/)

 

Step 6: Test Your CTA

The only way to see which CTAs work and which don’t work is to test them again and again. You can test your CTAs by using the A/B testing (or split testing) method. This is where you create two different CTAs for alternate websites A and B to determine which one performs better.

Testing softwares work by redirecting 50% of your website traffic to site A and 50% to site B and then creating analytics for you to see which one is generating higher conversions. Take a look at Mashable’s 10 A/B testing tools that can help you improve conversions, and try one out.

 

Step 7: Measure Your CTA

To determine if your CTAs are truly increasing conversions you must measure your results. Use tools like Google Analytics to keep track of your results and see which CTAs are doing well and which CTAs need to be re-worked.

Click here for a guide on how to measure CTAs.

Pro Tip: Let customers book your tours with just a click of a button by using TrekkSoft online booking software. The system enables you to simply create and add “Book Now” CTAs organically into your website so that your customers don’t have to go through the hassle of phone calls and emails.


 

What Not to Do When Creating CTAs

  • Don’t use jargons: If you want your CTAs to be easy for visitors to read, then don't use industry words that they can’t understand.  
  • Don’t use vague language: Visitors are more likely to click your CTA if you demand an action from them. Don’t give them the choice with passive language.
  • Don’t use ‘submit’: The word “submit” is generic, impersonal and vague. Get creative with your CTAs.
  • Don’t hyperlink your CTA: Your CTA should have its own page dedicated to whatever action you are asking for. Bringing visitors back to the homepage is confusing and may not necessarily result in them performing the next step to reach the booking page.
  • Don’t let your CTA blend into the background: If you intend on getting your site visitors to take action then make sure your CTA demands it. Use contrasting colors, big text, and prime locations to get your CTAs noticed.
  • Don’t use too many CTAs: Don’t overwhelm your visitors by asking too much from them. Create one, great CTA to increase your chance of conversions.
  • Don’t place your CTA in one location: Most customers don’t read your entire website or even entire articles for that matter. Place your CTAs throughout your website for guaranteed views. 
  • Don’t use the same CTA for too long: Make sure you change up your CTAs every now and then. The internet is fast-paced and the same CTA is not guaranteed to work over and over.  

 

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Summary

Steps you can take to create powerful calls-to-action: 

Step 1: Define What You Want From Your CTA

Step 2: Make the CTA Memorable

Step 3: Make the CTA Urgent

Step 4: Strategically Place the CTA

Step 5: Optimize the CTA

Step 6: Test Your CTA

Step 7: Measure Your CTA

Bonus Step: Use TrekkSoft to create book now CTAs with instant conversions!

 

Don't stop at your CTAs, improve your website to get more bookings with our Website Improvements Checklist. Download your copy here. 

 

Now that you know what makes a great CTA, it is time to get creative, start making your CTAs and, increase your booking conversions!

Got any more tips to increase bookings on your website? Let us know in the comments below!

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Nicole Kow

Written by Nicole Kow

Having graduated from the UK, Nicole travelled around Europe before joining TrekkSoft's marketing team. She is now based in KL and regularly blogs about her travels at Next Train Out.

Topics: Marketing tips

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