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If Elon Musk Was A Hotelier
Posted: 09/25/2020

What if a person of Elon Musk’s character and bravado were to enter the hotel industry? How would they shake things up and presage the next ‘game-changers’ to propel hospitality beyond our current challenges?

Things right now are hard to predict. That is a fact. Trends lack patterns. Strategy is a 6-month viewfinder. Leaders are in a tactical storm. We feel overwhelmed by the unknown and the feeling of “what is next.” 

Over the past six months, this column has focused mostly on hospitality technologies and issues that were triggered by COVID-19. Innovation has flourished during that time, from both established industry technology providers and from startups. At last count I had identified nearly 300 startups in the space since the beginning of the year, some of them with very interesting technologies.

As outlined in our previous article, cleanliness is dominating the headlines within the hotel industry, with a number of press releases on new initiatives from all the major chains. The landscape has transformed quickly, to help keep up with the standards this article will summarise the basic principles of cleaning and sanitisation of guest rooms and how that can be achieved quickly, easily and cost-effectively.

Decreasing Stress
Posted: 09/14/2020

Stress does not come without your invitation. It is self-induced by our perspectives of what is occurring in our lives. We all have stress, and the less of it, the more happiness you experience. Life is about living day to day.

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

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

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.

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