This is a 3-part post. Read part 1 here. Read part 3 here.
Last week we set the stage with Part 1 of our true-crime drama, “The Case of the Mysterious Conversion Killers”. We also got to know our first suspect, Message Misalignment. Read Part 1 first if you haven’t already.
Now that our scene is set, let’s move on and profile our next two conversion killer suspects.
Suspect 2: Non-Optimized CTAs
The next suspect in our lineup is a sneaky one. Non-optimized calls to action, or CTAs.
You may think your job is done because you have a call to action, aka the button on your travel agency website that tells your visitor what to do next. But these seemingly innocuous buttons hold the key to unlocking the hidden treasure trove of conversions on your travel agent website.
Picture this: a visitor to your website, eagerly exploring the offerings. But without a well-crafted CTA, they're like a traveler without a compass, lost in a sea of indecision.
Crafting a compelling CTA beckons visitors to take that next step. So why are so many CTAs falling short of their potential? Well, it's time to expose some common CTA mistakes and banish them from your travel website.
The number one mistake I see is generic or unclear language. Imagine encountering a CTA that simply says, "Click here" or even “Get started”. It's like a magician revealing their trick—the magic is lost. Your CTAs should be specific, enticing, and crystal clear in their purpose.
There is an antidote to lackluster CTAs. Here are some practical tips to help you create persuasive and optimized CTAs that command attention:
1. Use Strong Action Verbs and Compelling Language:
Sprinkle your CTAs with verbs that ignite the senses—words like "discover," "explore," or "unlock." Combine them with compelling language that taps into your audience's desires.
A well-crafted CTA should make their hearts skip a beat, like the anticipation of a thrilling adventure.
2. Place CTAs Strategically Throughout Your Travel Agent Website:
Don't let your CTAs hide in the shadows, waiting to be discovered. Strategically place them where your visitors' eyes naturally gravitate. Guide them through the journey, whether it's on your homepage, landing pages, or blog posts.
Make it easy for them to take action at every step and you'll unlock the key to a great user experience.
3. A/B Testing to Maximize CTA Effectiveness:
A/B testing is your secret weapon to unlocking the true potential of your CTAs. Experiment with different colors, sizes, wording, and placements.
Let your audience guide you towards the most effective combination. Remember, Rome wasn't built in a day, and neither are high-converting CTAs.
Suspect 3: Missing lead captures
Leads are the primary thing that I hear most travel advisors say you need more of. Warm leads who you can sell travel to and grow your business.
But if you have a custom travel advisor website, you should be able to create your own leads. Unfortunately, many travel agents are letting these leads slip through their fingers because their website doesn’t have a way to capture them.
Picture this: a visitor arrives on your website, captivated by your vacation packages and destination offerings, only to vanish without a trace. How can we prevent such heart-wrenching losses? By mastering the art of lead generation.
Lead generation is the magical process of capturing visitor information, like a skilled fisherman casting their net and reeling in a potential customer. But how do we entice these elusive beings to willingly share their contact details?
Let's take a look at some practical strategies.
1. Implement lead capture forms with enticing incentives
Consider creating a lead generator or lead magnet. Something you can offer in exchange for a name and email address, like a free travel guide, an exclusive discount, or an interactive quiz that matches their travel style to a specific destination, experience or dream trip.
It's like leaving a trail of breadcrumbs that leads straight to a treasure trove of leads.
2. Use pop-ups or exit intent technology
Yes, I know, pop-ups can be as annoying as that pesky mosquito buzzing in your ear. But they’re also effective. When used strategically, they become a powerful tool, and your website builder probably has them available.
Capture your visitors' attention before they bid farewell to your website, offering them one last chance to stay connected.
3. Leverage social proof to build trust and encourage lead submission
Humans are social creatures, and we seek validation from others. Highlight testimonials, reviews, or case studies that showcase the satisfaction of your previous customers.
It's like a comforting hand on their shoulder, assuring potential clients that they're making the right choice.
To be continued… (Read Part 1) (Read Part 3)
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