As digital marketers, we know that mobile responsiveness on a hotel’s website is vital to the user experience, but many CMS platforms don’t allow for mobile-specific pages.So what options do we have?Google Optimize allows us to easily A/B test website optimizations without touching the CMS platform in any permanent way. Up to five optimizations can run at any time and can include content, imagery, placement and more.With that in mind, we launched a mobile experiment on a specific offer landing page for Motif Seattle.
Test:
Working in tandem, our Content Marketing Specialist and SEO Specialist created an experiment that condensed the landing page and gave users an immediate action to take. During the two-week test, 50% of all mobile users interacted with the original mobile page and the remaining 50% interacted with the optimized mobile page.
Hypothesis:
By removing the hero image and moving the call-to-action buttons to the top of the page, mobile users will spend more time on the website, visit more pages and bounce less since users don’t have to scroll has far to get the information they’re looking for and can easily flow through the website.
Results:
After two weeks, the optimized mobile page outperformed the original page in terms of user experience, and even lower funnel metrics.Mobile users on the original page:
- Visited an average of 2.3 pages per session
- Spent 0:1:37 on the website
- Bounce Rate: 13.9%
- Booking Engine Views: 22.2%
Mobile users on the optimized page:
- Visited an average of 3.7 pages per session
- Spent 0:3:07 on the website
- Bounce Rate: 9.5%
- Booking Engine Views: 40.7%
Learnings:
While we can’t yet create a permanent, mobile-specific page within many CMS platforms, a workaround is simply to continue the experiment to 100% of users. Google Optimize experiments allow us to test new ideas, content, images, layout and more for our clients and collect data before implementing changes within the CMS.Ultimately, we’re able to make educated recommendations and have a better understanding of user behavior on websites across device types.With this data, we can continue to tailor campaign content and website experience to better serve users at every stage of the purchasing funnel.
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As digital marketers, we know that mobile responsiveness on a hotel’s website is vital to the user experience, but many CMS platforms don’t allow for mobile-specific pages.So what options do we have?Google Optimize allows us to easily A/B test website optimizations without touching the CMS platform in any permanent way. Up to five optimizations can run at any time and can include content, imagery, placement and more.With that in mind, we launched a mobile experiment on a specific offer landing page for Motif Seattle.
Test:
Working in tandem, our Content Marketing Specialist and SEO Specialist created an experiment that condensed the landing page and gave users an immediate action to take. During the two-week test, 50% of all mobile users interacted with the original mobile page and the remaining 50% interacted with the optimized mobile page.
Hypothesis:
By removing the hero image and moving the call-to-action buttons to the top of the page, mobile users will spend more time on the website, visit more pages and bounce less since users don’t have to scroll has far to get the information they’re looking for and can easily flow through the website.
Results:
After two weeks, the optimized mobile page outperformed the original page in terms of user experience, and even lower funnel metrics.Mobile users on the original page:
- Visited an average of 2.3 pages per session
- Spent 0:1:37 on the website
- Bounce Rate: 13.9%
- Booking Engine Views: 22.2%
Mobile users on the optimized page:
- Visited an average of 3.7 pages per session
- Spent 0:3:07 on the website
- Bounce Rate: 9.5%
- Booking Engine Views: 40.7%
Learnings:
While we can’t yet create a permanent, mobile-specific page within many CMS platforms, a workaround is simply to continue the experiment to 100% of users. Google Optimize experiments allow us to test new ideas, content, images, layout and more for our clients and collect data before implementing changes within the CMS.Ultimately, we’re able to make educated recommendations and have a better understanding of user behavior on websites across device types.With this data, we can continue to tailor campaign content and website experience to better serve users at every stage of the purchasing funnel.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
