Putting the (shopping) cart before the horse won’t drive online conversion
It can be easy to forget, but the main purpose of a travel website isn’t to drive conversions; it’s to provide a convenient guest resource.
Of course, conversions are always a primary goal, but they should never be considered a starting point. In fact, to build a site in an attempt to convert is to place the cart way before the horse.
Whether you’re providing guests with information about your destination or allowing them to make bookings online, it’s important to note that online conversion is built on guest satisfaction, and not the other way around.
If your site isn’t convenient, or if it lacks visual clarity, there’s very little incentive for guests to move forward with an enquiry or purchase.