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From first click to booking confirmation: the role of UX and CRO in increasing conversions in the hotel industry. Strategies for creating intuitive, effective and user-centric digital processes that encourage online bookings.
Content
At Evenia Hotels, every interaction in the digital realm is based on a deep understanding of our guests. Many of the people who choose us have had previous in-person experiences, such as hotel visits, contact with front desk staff and direct interactions with our team, including many customers who have been with us for more than ten years. This prior experience allows us to ease their transition to digital platforms, tailoring the online experience to their behaviors and expectations. Each booking process is created following user experience (UX) principles, ensuring that the interaction is intuitive, fast and personalized, as well as conversion rate optimization (CRO) principles to increase the effectiveness of each visit, allowing a smooth conversion and maintaining the trust and attention that our guests appreciate.
By perfecting these procedures, we not only increase user satisfaction, but we also increase the effectiveness of our campaigns, which translates into a direct increase in bookings and profitability.
Minimizing obstacles and improving the experience
One of the most important challenges in the digitalization process is recognizing the moments when a user might abandon a booking. By testing with users and studying their behavior, we have identified problem areas, such as long forms, lack of clarity in rates, and decisions that took too long to finalize.
In order to solve the problem, we create processes that emphasize simplicity, consistency and relevance, minimizing confusion and facilitating interaction.
These optimizations increased interaction on our landing pages by 1.43% and clicks on the booking button by 4.6%, demonstrating that clarity and ease of use produce measurable results.
Online registration: convenience and efficiency
The online check-in option gives guests the ability to check-in before arriving at the hotel, minimizing wait times at the front desk and improving the sense of efficiency and control. In addition, at times of high demand, our platform manages to maintain a conversion rate of 4.26%, proving that the online booking process is scalable and reliable, without compromising the user experience.
UX and CRO: creating experiences that engage visitors
The success of our campaigns is not based on offers alone, but on how the digital experience demonstrates care, empathy and understanding of the visitor's needs. By examining interactions, we identify the emotional motivations that influence the decision to book and design processes that seamlessly guide the user.
In recent campaigns - such as the August Tenth campaign, which focused solely on the Panamanian market, in addition to Prime Week and Black Friday - we saw an 18.5% increase in subscriptions to our newsletter through the offers page. Likewise, revenue per visit exceeded the established goals by 100%, and the average ticket doubled compared to the target, indicating a much higher conversion than expected. Between September and December, traffic remained constant, with a slight increase of 2.7%, showing that the platform can handle traffic spikes without affecting the user experience.
These findings indicate that a people-focused user experience, featuring well-defined processes and compelling yet respectful communication, optimizes campaign success and helps improve profitability, even in customer groups that have been loyal for a long time and are moving from the traditional channel to digital.
Incorporation of the user's knowledge in the digital environment.
The essence of our strategy lies in bringing the experience that the user has accumulated in the physical world to the online environment. Understanding how a visitor interacts with the hotel allows us to anticipate their needs, minimize obstacles and build trust in the web platform.
Here are some specific illustrations:
This method links digital logistics with the visitor's emotional experience, which increases satisfaction, loyalty and trust towards the brand.
Results and lessons learned
Optimizations in user experience (UX) and conversion (CRO) have had an immediate and measurable effect.
Some of the most important lessons learned:
The digitization of the booking process goes beyond simply being a technological advancement; it represents a strategic extension of the brand experience. By implementing user experience (UX) and conversion rate optimization (CRO) principles focused on the user, Evenia Hotels has managed to transform digital interaction into an efficient, scalable and reliable channel that can guide its most loyal customers to adapt to the digital environment.
Findings indicate that transparency, consideration of customer needs and effective, yet non-intrusive, communication improve conversion rates, maximize profitability and cement long-lasting relationships with consumers.
In short, a thoughtful and balanced user experience (UX) strategy ensures that the digital experience accurately reflects the quality and consistency of in-person service. This becomes a key resource that fosters sustainable growth and generates competitive advantage in the hospitality industry.
Images provided by: Freepik
Authors
Christian Petong is a UX designer and conversion specialist at Evenia Hotels.
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