August 18, 2017 • By tambo
Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This week’s freebie: Find out what your hotel heatmap can reveal. Your hotel website is more than just pretty design and colorful photography. Every page is carefully constructed and arranged to achieve a specific goal, such as getting a visitors to sign up for your email list, to look at your hotel’s special offers, or, of course, to make a reservation. This requires constant testing and knowing exactly how people are interacting with your hotel site. One of the keenest tools to figure this out is called “heat mapping.” Despite what the name implies, a website heat map has nothing to do with weather patterns. Instead, it is a powerful tool that reveals some pretty useful, granular data. You can determine how people are using your hotel site, what content they’re consuming and what updates you can make to put your most profitable information where they are already looking. An infrared display uses color variations to show where on any web page there is high and low activity (based on mouse movement and scrolling behavior). Here’s what your hotel heatmap can reveal: Where Visitors Are Looking While there are several types of heat mapping tools, they all share this common feature. In fact, the entire point of a heat map is to show the ‘hot areas’ of your hotel’s website that get the most attention. This intelligence is especially important if you have buttons, calls-to-action or forms that aren’t receiving the high amount of engagement you expected. By using a heat mapping tool, you’ll be able to see what is actually catching a visitor’s attention. If the low-performing features are located outside of these ‘hot areas’, you’ll know where to move them. Where Visitors Are Clicking You can track your web pages’ engagement based on where visitors are clicking. Similar to eye-tracking, you’ll find out if visitors are clicking where you actually want them to click on the hotel site. If not, you’ll determine where to place important elements to get the most interaction. Who’s Currently Visiting Some heat mapping and tracking tools offer a real-time view that allows you to see how many visitors are currently on your hotel’s website. In some cases, you’ll also be able to see where the visitors are on the website and what they’re doing. Other tools use past data so you can see trends over a certain time period, according to a certain page, where they came from, and their type of visit. How Far They’re Scrolling You can also see how far visitors are making it down your hotel’s individual web pages. This is extremely helpful when your pages include an interactive element or a call-to-action below the fold. Using a heat map tracking tool, you can see where exactly visitors begin to drop out of the content, then leverage this insight to rearrange the page so it is more appealing. How They Navigate Some heat mapping tools allow you to see the path visitors take throughout your site. This reveals if visitors are getting stuck on a certain part of your hotel’s website or if they’re having difficulty finding the information they need. Some tracking tools even allow you to record a user’s session, so you can watch how a visitor moves throughout your site.