In this section, we’ll look at a few different scenarios and suggest how things like labels and optimal placement can help you maximise traffic and conversion.
Scenario 1: High number of visitors, low conversion
If a product is getting lots of traffic but not converting into bookings, you may need to examine the relevance and placement of the product. Are you sending the right traffic to it? Is the page you link to relevant for your customers?
Use deep links wisely
Implement your links wherever your bookers have the intention to book. For example, your website could use the following link structure:
- Introduction to the city → city link
- Must-see attractions → landmark link
- Where to stay → hotel link
Use labels to track your links’ performances
When you create a link, you can add a label under ‘Advanced options’. Use a label that relates to where the link will be placed. For example, if you’re using the link on your index page to redirect traffic to Booking.com, label it ‘index’, or for a link used in email marketing campaigns, label it ‘email’.
Maximise the number of entry points to Booking.com
Try using a combination of our products. For example, depending on the type of content on your pages, you could use both a search box and deep links.
Scenario 2: Low traffic, high conversion
If you’re getting a low amount of traffic but have a good conversion rate, look at how you’re driving traffic to that product. Is the product clearly visible to visitors? Are there other placements you could use to drive more traffic to the product?
Where you place a product is key to its success in generating reservations. Good placement not only depends on which page you choose to put a product, but where on the page you place it:
- Place the product where it will be seen by the most relevant users
- Visibility is key, as most content below the fold (outside the top section of the page) will not be seen by many users.
Remember not to focus only on your main page – make sure that your most visited landing pages have a search box and numerous deep links to Booking.com as well (especially the ones with hotel-related content).
Scenario 3: Website visitors vs. product visitors
To be successful, it’s always good to strike a balance between your website visitors and your Booking.com product visitors.
If you get a lot of traffic on your website, you need to make sure that a reasonable amount of visitors land on your product integration in order for it to pay off. If you have a low amount of traffic on your website, then you’re likely to have a lower amount of visitors clicking on your product integration.