What’s a booking page conversion rate?
Your booking page conversion rate is a critical metric that distinguishes whether your marketing strategies are working or not.
To put it lightly, it's the number of actual bookings you gain in a month divided by the number of visitors that land on your booking page.
For example,
Say your booking page received 300 visitors last month, and 30 of those visitors booked and paid for your services. This means that 30 of those 300 visitors converted into paying customers.
So we do a math:
30 ÷ 300 = 0.10 x 100 = 10% conversion rate
The higher the conversion rate, the better. This means more people are converting into bookings. Therefore, paying you.
What’s a reasonable booking page conversion rate?
Remember, your booking page is a landing page, and a visitor to your booking page is a lead.
There are different arguments around what a reasonable conversion rate percentage looks like.
In the end, the higher the percentage, the better.
It depends on the industry, but you’re doing pretty well, sitting between a 5% and 10% conversion rate. However, ideally, you want to move past the 10% mark.
Ways to increase your booking page conversion rate
If a 10% conversion rate is far-fetched at the moment and you’re wondering how to improve this percentage to boost your booking page sales, then read on to find out how.
1. Analyze where visitors are abandoning ship
Find the leak and plug it.
This is the first issue you tackle. And you do this by analyzing where your booking page visitors are disembarking without buying from you.
A handy tool to use here is Google Analytics which can break down the visitor behavior on your booking page. This, in turn, helps you find the leak and figure out ways to improve.
For example, you may have discovered that many visitors abandon your booking page at check out. In that case, there could be a glitch with the payment gateways, making it hard for your visitors to complete a transaction.
The bottom line is to figure out the behavior of your visitors and the reason they’re leaving your booking page. You can then learn from those errors and optimize the vulnerable parts of your booking page.
2. Make your booking page user-friendly
The general attention span of a human on the internet is abominable.
If your booking page is not easy to use, your conversion rate will be low.
Think about how fast you leave a landing page when something isn't working the way you want.
Like the speed of light.
You need a booking page that will streamline the booking process with easy payment systems and mobile-friendliness.
Your booking page visitor should know exactly what you offer in under a couple of minutes and be able to book you quickly and efficiently with no hassles.
Do away with anything on your booking page that’ll distract your booking page visitors from what you’re offering.
3. Enhance social proof and squash objections
You'll inevitably have booking page visitors sitting on the fence as to whether they want to book your services or not. These are the visitors who need some extra convincing.
What do you do?
You give them social proof love.
How?
By showcasing raving testimonials from past customers that glorify your products and services on your booking page.
In fact, 92% of consumers read testimonials before they make a purchase decision.
If you want to increase your conversion rate, make sure you use booking pages featuring your fabulous testimonials.
If not, it’s time to switch.
Try out this 14-day booking page free trial designed for fail-proof conversions.
4. Work on your booking page USP
What's a USP?
USP stands for unique selling proposition. A good USP hands you a competitive edge. It displays exactly what you offer so that your booking page visitors know they're in the right place, getting exemplary service from you.
Your USP showcases the unique strength of your business, what you do, and who you serve. It should be easy to understand, summed up in one statement in no more than 10 words. It's potent and specific.
For instance,
FedEx is all about delivering items to you fast. In the late 1970s to early 1980s, they used the following USP:
"When it absolutely, positively has to be there overnight"
This USP is so famous it gets taught in business schools.
This simple, creative, to-the-point statement makes everyone aware that FedEx understands the importance of reliable and fast delivery.
It's important to note that your USP isn't your slogan.
Work on your business USP. It will help your booking page visitors understand exactly what your business offers in one clear and powerful statement.
5. Remarketing
When using tools like Google Analytics to figure out where your booking page visitors are dropping off and not purchasing from you, reach out and give these visitors a little push in the right direction.
This little nudge gives visitors a second chance to purchase from you. They may need extra persuasion or personal attention to convert into paying customers.
These visitors have a higher chance of eventually converting because they landed on your booking page for a reason. You already know they are looking for your products and services and just need a little more convincing.
You can contact these visitors via follow-up emails to remind them to finish booking with you.
6. Test. Test. And the test again
Continue to test your booking page using Google Analytics.
That's how you distinguish what's working and what's not.
Consistently test different elements of your booking page to analyze its conversion rate.
- Test different copy to make sure it's persuasive and to the point.
- Test different images and videos to capture attention.
- Test different call-to-action buttons to find the most powerful.
- Test different testimonials to always have the most convincing ones displayed.
By testing different versions of your booking page, you find what works and doesn't. Ultimately gaining better conversion rates.
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