Want to boost bookings on your travel landing page? Here are 7 key features to help you turn visitors into customers:
- Clear Headlines: Use concise, attention-grabbing headlines to communicate your offer and its value.
- High-Quality Visuals: Include images and videos to create an emotional connection and showcase destinations.
- Trust Signals: Add customer reviews, security badges, and clear policies to build confidence.
- Mobile-Friendly Design: Ensure your page is responsive, fast, and easy to navigate on any device.
- Effective CTAs: Place bold, visible call-to-action buttons that guide users to book.
- Simple Forms: Keep forms short and easy to complete, focusing on essential details.
- Regular Testing: Continuously improve your page with A/B testing and updates.
These features work together to create a seamless and user-friendly experience, helping you stand out in the competitive travel market.
The Anatomy Of A High Converting Landing Page
1. Clear Headlines That Grab Attention
Your headline is your chance to make a strong first impression and answer two key questions for visitors: What’s being offered? and Why should they care? In fact, clear and engaging headlines can boost conversion rates by up to 28% [1].
Great headlines share a few common traits: they’re clear, relevant, concise, and action-driven. They immediately communicate the value of your offer, match the visitor’s intent, and encourage them to take action. Stick to simple, customer-focused language - steer clear of confusing industry jargon.
To craft an effective headline, include keywords that align with what your audience is searching for. But don’t overdo it - your headline should still feel natural and engaging. It’s also smart to test different variations to see which one resonates most. Using data to refine your headlines ensures they’ll connect with your audience and drive better results.
For travel businesses aiming to improve landing page performance, working with professional design services can make a big difference. These experts can help you create headlines that not only grab attention but also blend seamlessly with the page design for greater impact.
Once you’ve nailed the headline, the next step is to captivate your audience visually with top-notch images and videos.
2. High-Quality Images and Videos
Visuals play a huge role in the success of travel landing pages. Adding videos alone can increase conversions by up to 80% [1], making them a powerful tool for grabbing attention and driving action.
Sharp, engaging visuals can instantly create an emotional connection, allowing visitors to picture themselves enjoying the travel experiences you offer. They also help build trust by showcasing destinations, accommodations, and unique activities in a way that feels real and inviting.
Here’s how to make your visuals stand out:
- Hero Section: Use your most eye-catching images or videos here to immediately draw attention and reinforce your main message.
- Mobile Optimization: Ensure visuals are responsive, load quickly, and maintain high quality across all devices.
- Technical Standards: Stick to high-resolution images (at least 1920x1080px) and short, engaging videos (30-90 seconds) in formats like WebP or MP4 to balance quality with fast loading times.
Investing in professional visual content is a smart move. Whether you hire photographers, use premium stock photos, or create branded videos, the goal is to craft an immersive experience that inspires visitors to take the next step.
Once your visuals capture attention, the next challenge is earning trust - key to turning visitors into loyal customers.
3. Trust Signals That Build Confidence
Trust signals help turn uncertain visitors into confident customers. For travel landing pages, these elements reassure users that their bookings are safe and reliable. According to BrightLocal, 85% of customers trust online reviews as much as personal recommendations.
Customer Reviews and Testimonials
Place genuine reviews near booking forms and calls-to-action (CTAs) to maximize their influence. Highlight recent, detailed reviews that share specific experiences, making them relatable and impactful.
Security Badges and Certifications
Position SSL and payment badges near checkout areas - 61% of consumers prefer websites with visible trust badges [1]. Also, include industry-specific certifications, like IATA or ABTA memberships, to showcase your expertise and build credibility.
Transparent Policies
Feature clear cancellation, refund, and price-match policies in an easy-to-read format. Using straightforward language helps reduce booking concerns and encourages conversions.
Real-Time Verification
Incorporate tools that display your site’s creation date and contact details. These small details enhance credibility and create trust instantly with potential customers.
Once these trust signals are in place, ensuring your landing page works seamlessly across all devices is the next priority.
4. Mobile-Friendly Design
In the travel industry, making your website mobile-friendly isn't just a nice-to-have - it's a must. With over 55% of website traffic coming from mobile devices [3], how your site performs on smaller screens can make or break your business. According to Google's research, 61% of users won't return to a site that doesn't work well on mobile, and 40% will head straight to a competitor instead [2].
Key Features of a Responsive Layout
A responsive design ensures your site works smoothly across all devices, especially for travelers looking to book on the go. Pages should automatically adjust to different screen sizes, with scalable elements and simple navigation that makes booking easy.
Prioritize Speed and Performance
Mobile users expect fast-loading pages, and every second counts. Here's how to improve your site's performance:
- Cut down on scripts and plugins that slow things down.
- Use lazy loading to delay loading images and videos until needed.
- Choose mobile-friendly fonts and icons that load quickly.
Design for Touch
Mobile users rely on touchscreens, so your buttons and interactive elements need to be easy to tap. Stick to a minimum size of 44x44 pixels for buttons, with enough space around them to prevent accidental taps.
"A bad mobile experience made 52% of users less likely to engage with a company", according to recent studies [1].
Test on Real Devices
Run tests on tools like Google's Mobile-Friendly Test to check how your site performs. Focus on these areas:
- Are form fields easy to fill out?
- Do images display correctly and scale properly?
- Are buttons visible and responsive?
- Is menu navigation smooth and intuitive?
- How does the site load on slower connections?
Making your site mobile-friendly goes beyond just looking good - it directly affects your bottom line. A well-optimized mobile experience ensures your call-to-action buttons stay visible and easy to use, helping you turn visitors into customers no matter what device they're on.
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5. Clear and Visible Call-to-Action Buttons
Your call-to-action (CTA) buttons play a crucial role in turning visitors into customers. On travel landing pages, these buttons should grab attention and clearly guide users toward booking.
Smart Button Placement
Place CTAs above the fold so they're immediately noticeable. Visitors shouldn't have to scroll to figure out their next step.
Design Tips That Work
To make your CTA buttons effective, focus on these elements:
- Bold Colors: Use colors that stand out against the page background.
- Action-Packed Text: Write direct, engaging phrases that encourage clicks.
- Eye-Catching Layout: Use size and placement to naturally draw attention.
Build Confidence with Trust Signals
Add trust elements like secure payment icons or customer reviews near your CTAs. These small details can reassure users as they decide to move forward.
Test and Refine
Fine-tune your CTAs by testing:
- Different button colors to see which grabs the most attention.
- Text styles - compare simple instructions with more dynamic wording.
- Placement - try above the fold versus after key content.
- Button sizes to ensure usability across devices.
The Impact of Strong CTAs
Well-placed and well-designed CTAs can lead to conversion rates far exceeding industry norms. With mobile users dominating travel bookings, it’s essential to ensure your CTAs work seamlessly on any device. Regular testing helps keep them effective as trends and technologies shift.
Once users click, the next challenge is making sure your forms are easy to use and quick to complete.
6. Simple Forms That Are Easy to Complete
Forms play a key role in the user journey, connecting clear calls-to-action (CTAs) and trust signals to boost conversions. According to HubSpot, cutting form fields from 13 to 4 increased conversions by 25% [1]. For travel bookings, stick to collecting only the essentials:
- Name and contact information
- Travel dates
- Number of travelers
- Basic preferences
Design Tips for Better Usability
A well-designed form can make all the difference. To make forms easier to complete:
- Use clear and descriptive labels to avoid confusion.
- Add auto-fill options to save users time.
- Stick to a single-column layout for a smoother experience.
- For multi-step forms, include progress indicators so users know how far they’ve come.
Make It Mobile-Friendly
A mobile-first approach is crucial. Keep these in mind:
- Use touch-friendly input fields with enough spacing between them.
- Ensure the design is responsive and adjusts to different screen sizes.
- Simplify input with keyboard types tailored to the field (e.g., numeric for phone numbers).
- Minimize typing by using dropdown menus and date pickers.
Build Trust Through Visual Cues
Users are more likely to complete forms when they feel secure. Include:
- Security badges
- Links to your privacy policy
- Snippets of customer reviews
- Icons that indicate secure payment methods
Test and Improve
Regular testing is key to better performance. Focus on:
- The order and grouping of fields
- Placement and appearance of buttons
- Different form lengths
- Clear and helpful error messages
Track completion rates and gather user feedback to refine your forms. Small tweaks can have a big impact on the overall booking experience.
7. Regular Testing and Updates
Did you know that 80% of marketers boost their conversion rates through A/B testing? [1]. Regular testing is key to spotting areas for improvement and staying in tune with shifting user behaviors.
Optimizing Performance
Focus on testing critical elements like visuals, content, technical performance, and user experience. Keep an eye on important metrics, such as:
- Conversion rates
- Bounce rates
- Time on page
These insights help you evaluate what’s working and pinpoint what needs adjustment, ensuring your landing page stays relevant and effective.
Success Through Testing
For example, onX achieved an impressive 61.15% conversion rate [2] by fine-tuning their landing page. To get the most out of your testing:
- Test one element at a time to clearly see what’s driving results.
- Allow enough time to collect meaningful data.
- Account for seasonal trends, especially in industries like travel.
- Check performance across various devices and screen sizes.
Continuous Improvement
Testing alone isn’t enough - pair it with regular updates to keep your landing page performing at its best. Focus on:
- Updating visuals and CTAs based on user feedback.
- Ensuring technical performance and mobile responsiveness stay on point.
- Refreshing content to match evolving user needs.
- Streamlining forms and navigation for a smoother user experience.
Conclusion
Travel landing pages that convert well are built by combining key elements that drive action. Features like attention-grabbing headlines, engaging visuals, trust indicators, and mobile-friendly layouts work together to guide users toward taking the desired action.
When done right, these pages can outperform standard e-commerce ones, delivering much higher conversion rates [2]. The secret? Smart execution and ongoing tweaks based on testing and user input.
For businesses looking for expert help, SUUR offers tailored travel landing page designs that balance functionality with aesthetics. With deep experience in the travel and hospitality industries and unlimited design revisions, SUUR helps brands enhance their landing page performance while staying true to their identity.
FAQs
Which of the following is a key characteristic of a high-converting landing page?
A high-converting travel landing page brings together several key elements to boost conversions. Clear headlines and engaging visuals that align with what visitors are searching for grab attention right away and guide them toward taking action.
Adding trust signals, like contact details and customer reviews, helps build confidence and credibility. Plus, with many travelers booking on the go, having a mobile-friendly design is a must to ensure the page works smoothly on any device.
Interestingly, travel landing pages tend to perform better than typical e-commerce pages, often exceeding the 12.9% average conversion rate [2]. This is largely because they combine these features effectively to create a user-friendly experience.
Key features include:
- Clear headlines and high-quality visuals showcasing travel destinations or experiences
- Strategically placed CTAs that highlight irresistible offers
- Trust-building elements like reviews and contact details
- Simple forms to reduce booking barriers
- Ongoing testing to improve performance and usability