The term “conversion” is widely used in the online world. It refers to the point at which a user performs the action your marketing strategy is designed to achieve. For example, buy a particular product, download a file, subscribe to our newsletter or fill out a form.

In any online travel agency, conversion is the primary objective, and the vast majority of actions in our Digital Marketing strategy are aimed at achieving a higher conversion rate. Sometimes, as well as having a good plan, it’s necessary to have your website ready. Today we’d like to talk to you about how to improve your travel agency’s conversion rate. Read on to discover all the key ways to succeed and increase conversion.

Keyways to improve conversion for your travel agency

Optimise your website for mobile devices

In previous posts, we talked about the Mobile-First Index, what it is and how it affects your travel website. The use of mobile devices has grown exponentially in recent years, even overtaking that of computers. It’s therefore essential to have a responsive website, not only to improve your SEO but to encourage conversion. If users access our travel agency from their smartphone or tablet and can’t easily find what they’re looking for because the site hasn’t been well adapted for these devices, it becomes very difficult to get conversions.

Include a search icon in the menu

It’s important that users can easily find what they’re looking for, and to achieve this it’s essential that our navigation menu opens up the possibility of performing a localised search on the website. It’s also necessary to make each section of the menu itself useful and to allow visitors to quickly reach products they want to purchase.

Use videos and images

Audiovisual content always improves the user experience. As well as providing more valuable content for our customers, it has been shown that videos and images increase the chance of conversion by being more attractive than simple text.

Reduce loading times

Another factor that can help to improve your travel agency’s conversion rate is making your website load as quickly as possible. Users are looking for an instant response, and if a site takes too long to load they’re likely to leave. That will prevent your conversion strategy from being successful.

Simplify the purchase process

It has been shown that the more steps a user needs to take to complete a purchase, the lower the conversion ratio becomes. For that reason, simplifying the process is essential. Remove any unnecessary steps, such as requiring new users to register before they can buy anything.

Feel free to implement the above steps to help improve your travel agency’s conversion rate. As well as their effect on this statistic, most of them will also make your online service easier to use. If you’ve found this post interesting, we also recommend reading our article on how you can increase your website’s visitor numbers.