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The Growth Strategy Blog

2 min read

Why Your Travel Website Is Not Generating Leads

Oct 17, 2014 9:00:00 AM

What is your website's lead conversion rate? Your conversion rate is the percentage of visitors who come to your site and fill out one of your forms to either request information or book a trip.The average conversion rate is about 1-3%, but companies that implement inbound marketing effectively can see rates as high as 5%. If your conversion rate is low, here are three common reasons why your website is not generating leads.

1- Your Content Offer is Not Irresistible

A visitor needs to feel compelled to fill out your form. The offer needs to provide something that your buyer persona finds valuable, or she will not fill out your form. The offer must motivate her to give you her name and email, and if your opt-in rate is low, it could be because your offer is just not that interesting. The best offers are informative and original, and the landing page highlights the benefits of downloading the offer. Strong headlines are important, and a relevant image can help as well.

A common mistake business owners make is that they rely too much on forms such as "Contact Us" or "Request a Consultation". These are offers that a visitor won't fill out unless they are ready to buy. You should make sure your website offers informative content for those visitors who are not quite ready to buy, such as destination guides, sample itineraries, and trip planning checklists.

2 - You're Asking For Too Much Information

The number of questions on your opt-in form should be commensurate with the value of the content. People are protective of their personal information. If you want more opt-ins, reduce the questions you ask on your forms. Name and email are usually sufficient for an awareness stage offer, although for decision stage content you may be able to get away with asking for more information.

Some marketing software allows you to create smart fields. This allows you to automatically ask new questions when prospects download additional content from your site, allowing you to continue to collect more information without dissuading the prospect with a long form.

3- Your Visitors Don't Trust You

Another reason a visitor might hesitate to submit a form on your website is that your site doesn't look credible or trustworthy. Your copy and website design should inspire confidence. You can help demonstrate expertise in your field by providing testimonials, case studies, mentioning industry awards, listing credentials and certifications, and including a privacy policy. 

Take Action

  1. Calculate your website's conversion rate. Divide the number of leads you have received from your website in the last 30 days by the number of visitors your website received. This is your conversion rate.
  2. Review your website forms and use the tips in this article to make them more compelling.
  3. After 30 days, check to see if your conversion rate has improved.

For more information, check out our Travel Industry Guide to Lead Generation.

Download the 30 Greatest Lead Generation Tips, Tricks and Ideas for Travel Companies. 


Myrna Arroyo
Written by Myrna Arroyo

Myrna helps business owners who've been frustrated that they've spent lots of money and time on their marketing, but it hasn't produced results. She helps them develop effective growth strategies that can create more website traffic, leads and revenue.

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