Tech Talk

Recent posts

Definitely Doug 6/9/23: Hotels Fighting Trafficking: The Role of Technology
Posted: 06/09/2023

This week I want to address an important issue for the hospitality industry, albeit one that technologists have not historically had on their radar. They can potentially play a significant role in addressing the issue, which is human trafficking, and more specifically sex trafficking.

In my last column, I reviewed some key trends in autonomous mobile robotics for hotels, and dove into three categories of delivery robots in more detail – room delivery, food delivery, and heavy-lift robots. This week I will round out the topic with several other robot types and applications, as well as general guidance for evaluating, acquiring, and adopting mobile autonomous robotics. If you have not yet read part one, I recommend going back and doing so before continuing below, as some of the introductory material is important background to what follows.

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Best Practices for Hotel & Resort Operators in Pool Season 2023
Posted: 05/25/2023

With the arrival of warmer weather and summer fast approaching, hospitality operators are gearing up for another pool season. This year, technology is at the forefront of driving booking revenue and taking operational efficiency to the next level. Modern technology platforms (such as hospitality’s newest technology category – the Property Experience Management System or PXMS) are providing brand new capabilities that unlock new strategies and approaches to filling the pool with satisfied guests.

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The Growing Role Technology Plays in Hotels and Restaurants
Posted: 05/25/2023

In the past few years, hotels and restaurants have grown into hubs for entertainment, leisure, and human connection. In an effort to best serve their guests, operators have begun rethinking their technological investments and working to adapt to recent shifts in consumer preference and operations. To ensure that guests have the best on-site experience possible, brands are increasingly looking to new technologies to make their experiences more convenient and comfortable. Advanced property management systems (PMS) and point-of-sale (POS) systems can increase operational and staff efficiency, while also meeting changing customer expectations for a high-value but relatively low-touch experience.

This week I will return to a topic I have covered before, because it has, within the last 12 to 18 months, become one of the hottest-growth categories in hospitality technology. That topic is autonomous mobile robots – specifically, ones that can move around the facility as well as perform specific tasks. Many of these products were launched pre-Covid but were often seen at the time as more of a marketing gimmick than a legitimate operational solution.

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Make Your Website Work Smarter: Generate More Qualified Leads & Customers With Conversion Rate Optimization

08/20/2020

by Nimesh Dinubhai

SEO requirements keep changing, and it can be challenging to keep up with the latest advancements. But if you want your Google rankings to go from unseen to the top of the list, you have to be in the know. Well-optimized sites get more and more traffic over time which means more leads and sales.

Today, most marketing teams concentrate on driving traffic toward websites in hopes that this traffic then converts into qualified leads for sale reps to close. The cycle continues and business grows. Although this is a simplistic look at the standard marketing playbook, it is relevant to most businesses and marketing teams. But there is something missing — a tactic that only a few marketing professionals focus on, yet one that pushes the companies toward sustainable, long-term success and growth: Getting more out of current leads and traffic (versus entirely new traffic).

That is where Conversion Rate Optimization (CRO) comes in. In this guide, we are going to share the essential and applicable conversion rate optimization marketing strategies you need to dominate search results.

Create Text-based CTAs Within Blog Posts

Banner blindness is a phenomenon where people ignore banner-like information on websites. This lack of attention coupled with the fact that “site visitors do not always read all the way to the bottom of a blog post”, means a different approach is required. This is where the text-based CTA comes in handy. If you will run a standalone line of text linked to a landing page and styled as an H3 or an H4, it can convert more traffic into leads than regular CTAs located at the bottom of a web page.

Add Lead Flows on Your Blog

Lead flow is another CRO element you can add to your site. Lead flows are simply high-converting pop-ups designed to entice attention and offer value. You can select from a drop-down banner, pop-up box, or slide-in box depending on your offer.

Optimize High-performing Blog Posts

Publishing blogs opens the door to a big opportunity for conversions. And if you already have existing blog content on your site, identify your posts with the highest levels of web traffic but low conversion rates. Also, look at your blog posts with high conversion rates. In order to drive more qualified website traffic to those posts, you can optimize the content for the search engine results page (SERP) or update it as needed to ensure it is fresh and relevant.

Perform Landing Pages Optimization

Landing pages are an integral part of the modern marketer's toolkit as well as crucial for conversion rate optimization. This is because a landing page is where a website visitor becomes a lead or an existing lead engages more deeply with your brand. To optimize a landing page, run A/B tests and identify your best content features and design for audiences. With a/B testing, you can easily and quickly test different versions of your content offers, website copy, form questions, web pages, and images to determine what your target audience and leads respond to best.

Use Industry-based Keywords

Select high-performing keywords that can drive relevant traffic to your business. Choosing the right and industry based Keywords can make all the difference in determining how well your website ranks on Google and other search engine platforms. Keywords that are highly relevant or associated with your industry can help leads to immediately become a marketing-qualified lead.

Use Crazyegg to Track the User Activity

With a small snippet of code that you can install on some or all pages of your website, Crazy Egg can help you to comprehensively track your visitors’ behavior and visualize it for you. How much are users scrolling down your pages? Which parts of your pages are attracting attention? Which links are being clicked exactly and by which class of users? These are all questions that Crazy Egg will not just answer, but will present for you in a set of easily understood visuals.

We hope these strategies will help you drive more traffic to your site and get even more conversions to bring you more business.

About The Author

Nimesh Dinubhai
President
Websrefresh

Nimesh Dinubhai completed his studies in 2003 and launched Websrefresh to help businesses grow their ROI. He also owns two Arizona hotels, one of which earned the Historical Hotel Award in 2014.