10 easy hacks to optimize your conversion rate

Online growth March 24, 2022
conversion rates

Not all your visitors end up booking your activities. This is normal. In fact, a 100% conversion rate is never realistic, no matter how awesome your venue is.

According to our data, the average website to webshop conversion rates 50%. 10% of your webshop visitors end up booking and become your guest. This means that out of every 100 visitors on your website, 50 make the webshop and 5 book your venue. 

A 100% conversion might be unachievable, but you definitely want to get your conversion rate as high as possible. Learning how to improve your conversion rate isn’t difficult. Here’s a checklist for a quick boost:

  1. Be fully responsive
  2. Make it easy to book your venue
  3. Use high quality pictures and content
  4. Always include a CTA
  5. Offer seasonal deals to create urgency
  6. Create landing pages for each target group
  7. Display reviews and testimonials
  8. A/B test your headlines and deals
  9. Learn from trends and competitors
  10. Collect and analyze visitor data

Before you get started – understand your current status

If you’re going to start taking action to improve your conversion rates, it’s crucial to first know where you stand. This means that you need to get an understanding of how well your website and webshop are currently performing. How well are they converting website visitors to actual venue visitors?

On top of that, it’s important to be aware of who your customers are, who your competition is and what your own booking journey is like. Only then, you’ll be able to see where you need improvement and can you measure which improvements were actually successful once you made them.

Once you have a clear picture of your current status, it’s time to get started with Briq’s 10 hacks to increase conversion rates.

1. Be fully mobile responsive

Did you know that over 80% of the people visiting your website do so using their mobile phone? If your website or webshop doesn’t respond well on a smaller screen, visitors most likely leave.

A mobile-optimized website or webshop adapts its layout and content to the size of the screen it’s presented on. For example, the template, font and button size and placement may differ on mobile devices.

For the highest conversion rate possible, ensure a fully responsive booking flow on all devices. Be bookable 24/7 to never miss a single booking.

2. Make it easy to book your venue

From the moment your visitor enters your website, it needs to be crystal clear where and how to book your venue. More importantly, it should be simple and quick to do so. Your booking flow needs to be seamless. Call to actions make it extra attractive to book your venue (more about this below).

Avoid unnecessary form fields that make it harder and time-consuming to book your venue. In fact, only ask for crucial information to make the booking process fast and pleasant. Briq’s webshop is designed to meet your visitor’s needs. Thanks to an optimal booking flow, guests can book custom deals in just a few clicks.

Learn more about Briq and how our Customer Success team is here to make your venue successful.


3. Use high quality pictures and content

Content and pictures can make or break your website. Make your online experience as awesome as your offline experience by including high quality pictures and great content. Great website content is relevant, clear and it answers all questions your guests may have. 

Landing pages should be easy to navigate. Exclude distractions and stick to the essential information, such as:

  • Headlines and subheadings
  • Benefits and unique selling points
  • Testimonials and/or reviews
  • Visuals combined with context

You want your visitors to focus on what you offer and nothing else. How to tell if something is distracting on your page? Use a heatmap to see what visitors click on. If there are elements visitors aren’t clicking on, then adjust or delete those.

4. Always include a CTA

A call to action (CTA) motives visitors to book your venue and boosts your conversion rates.

A call to action (CTA) lets your visitors know that they can book you online and where. It is usually a button or short phrase with a link that invites visitors to click on it. Place a CTA somewhere visible, like at the end of description, to boost your conversion rate.

A killer CTA starts with a word that tells what you want your visitor to do, such as “buy” or “book”. Use words that provoke enthusiasm and emotion, like “Book your unforgettable day out now!”. An exclamation mark at the end gives it an extra kick. But don’t overdo it with exclamation marks. That might come off too pushy.

Another clever tactic when it comes to a successful CTA is making use of FOMO – fear of missing out. FOMO is an effective motivator, since people don’t want to feel like they miss out on an opportunity that might not come around again. The best way to make use of this strategy is by mentioning a promotion or sale that won’t last long, such as “Claim today’s best deal” or “Book your limited offer”.

5. Offer seasonal deals to create urgency 

FOMO, people’s fear of missing out, doesn’t only help creating successful CTAs. It also applies to seasonal deals, weekend deals or any other offers that don’t last forever. People are afraid the deals will sell out before they get their hands on them. 

To take this concept further, you can add a countdown timer. People naturally get anxious when time runs out and will want to book your deals faster. Both a limited offer and a countdown timer capitalize on the sense of urgency, which greatly enhances your conversion rates.

6. Create landing pages for each target group

By having special landing pages for each target group, such as kids parties, families or groups of friends, you make it personal for your visitors. Offer customized deals and packages that suit their interests. For example, landing pages with pictures of families having fun at your venue and deals that include snacks for the kids will really catch the eye of families.

Personalized content, deals and visuals let each type of customer know your venue caters to them. Consequently, they’ll be more attracted to your offers.

7. Display reviews and testimonials

Reviews and testimonials help build visitors' trust in your venue.

Let’s be fair, no one books a venue without knowing if it’s a fun place to go. Reviews and testimonials instantly help build visitors’ trust in your venue. Social proof puts visitors’ minds at ease by taking away uncertainty. 

Reviews definitely influence a visitor’s decision to book your venue. If a visitor is uncertain about one of your deals, a great review from a happy guest that loved that deal might convince him to book.

Another way to gain visitors’ trust is by getting a quality mark certificate. These are usually not free, but help prove your reliability. You can for instance become an IAAPA member.

8. A/B test your headlines and deals

A headline is one of the first things visitors see when they visit your website. An ineffective headline will make visitors abandon your page without reading any further.

8 out of 10 people read your headline, but just 2 out of 10 read the rest of your content. Picture that. It means that 4 out of 5 people won’t even read past your headline.

To get a high conversion rate you therefore need awesome headlines. A/B testing lets you experiment with elements such as the length and tone of your headlines. This helps you find the optimal headline for the best conversion rate. The same goes for your deals. Some deals work better than others, so it’s worth researching which deals speak most to your guests.

9. Learn from trends and competitors

It’s always a good idea to stay up to date with the latest trends in the leisure industry. These help you provide your guests the best experience, online as well as offline. For example, multi-activity bookings and personalized experiences are high in demand at the moment.

Also, it’s important to keep an eye on your competitors. Look at the type of deals they offer and how they display their deals and experiences on their website. Compare your website and webshop to theirs and see if there’s anything you can learn from them.

10. Collect and analyze visitor data

Last but not least, the best way to give your visitors what they’re looking for is by knowing what they want. Know your customer like you know your venue. Use demographic data to understand who they are. Key demographic factors include:

  • Age
  • Gender
  • Location
  • Device

For example, our data reveals that most family entertainment center visitors are between the age of 25 and 34. Customer knowledge will allow you to select specific target groups you want to focus on, and adapt your website and webshop to their likings. For example, create specific landing pages for boys kids parties if this is your target audience. 

Take these data into account, and you’ll see great enhancement in your conversion rates. Download our free ebook to learn more about data and how to improve your performance.

An immediate increase in conversion rate with Briq

Don’t really know where to start or in need of help? Briq Bookings has helped leisure businesses all over the world get a higher conversion rate, better average order value and more profit. 

Our secret? Multi-activity booking and scheduling, clever online growth strategies for extra traffic and our handy integrations, among other things.

Get in touch with us. Or try Briq for yourself.

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