Placement Of Website Elements Lead To+21% Increase In Hotel’s Room And Suite Page

About Taj

Opened first in 1903, Taj is one of the pioneers in the Indian hospitality sector that offers its visitors genuine Indian hospitality and top-notch services. Taj as a brand is the mark of pure tradition, authenticity, and hospitality. A pure luxury brand, The Taj Hotels, Palaces & Resorts is prepared to enter the next stage of its development and amiability.

Challenge

The main problem was that the hotel did not analyze the effectiveness of their website. The hotel page on the website did not have any encouraging placements of the elements or content which would motivate visitors to convert.

So, how do you tend to bring in more visitors to one of the most successful establishments in the world? As we know, Taj is already a successful luxury hotel business in the world, thus our main aim here was to bring in visitors to the hotel’s room and suite page and then further inspire them to go to the booking-cart page.

For this, we had to provide the right resources and bring in the elements to the right placement on the website to drive more visitors to the set destination.

Solution

Regardless of the traffic source or campaign that brought visitors to your website, a successful CRO plan will convert a higher percentage of visitors into buyers. Most of the time, a higher conversion rate is a long-term enhancement that ultimately helps your company achieve its long-term strategic objectives.

To get visitors’ attention to the desired destination, our team at Optiphoenix introduced ‘View Hotel’ and ‘View Room’ box at the bottom right of the page. Also, we wanted to know what is the most popular element on the hotels page. For this we used heat maps to know the popular elements on a specific web page (Hotels Page).

Testing Methodology

Taj wanted to know where the error is on the website that led to decline in visitors on the website. For this our team used heatmaps to check the most visited element on the web page. With heatmap we found that most clicks were on the ‘Checkin and Checkout Date’ and ‘Check Availability’ options.

In order to analyze how users interact with the site and to test different components of it to find areas that still need improvement, our professional conversion rate experts combined their skills with cutting-edge technology. Our CRO professionals’ core competencies are testing and analysis, and they work together to provide solutions and choose the winner of A/B or multivariate testing.

Our experts created two variations for testing the metrics responsible for clicks. In the hotel page the first variation showed the rating and the number of reviews below the image of the hotel. Another change that was added on the hotel page was the starting price of the rooms along with CTA buttons ‘View Hotel’ and ’Select Room’. These changes were made on the extreme down right where the hotel name is mentioned.

In the second variation (Variation 2), the rating and the number of reviews below the image of the hotel is added just like the one in the first. Another slight difference was made with the CTA ‘View Hotel’ and ‘View Rooms & Rates’. This is placed on the extreme down right side where the hotel name is mentioned. Above these CTAs, on the top right, the starting price of the room is mentioned.

While this addition in the CTA converted much better the results are yet to look into.

For the Hotel Page, although both variations had CTA button to go to the Rooms & Suites page directly, Variation 2 (Smaller Price) had CTA named ‘View Rooms & Rates’ instead of ‘Select Room’ in Variation1.

The users responded more on the Variation 2 with ‘View Rooms and Rates’ CTA.

Visits to Rooms and Suites Page due to increased preference for Variation 2

For Variation 1

Even though less users reached the Rooms & Suites pages in Variation 1, however, visits to the Cart page increased in Variation 1 as compared to Variation 2.

Also, Variation 1 proved to be successful in bookings, as the report below shows Variation 1 leading in the number of bookings.

End Result

Whilst our report was highly praised, we still had to get the best out of that area of the webpage. Nonetheless we delivered improvement in the Hotel ‘Rooms and Suites Page’ with +21%. 

Our team at Optiphoenix has discovered the ideal method to engage visitors without degrading the user experience by consistently making sure that campaigns are optimized for all devices and audiences.