For destination resorts and hotels, it is vital to stand out from the competition. It is the unique features and amenities along with price that turns prospects into customers.
One of the ways to do this is to show those prospects what you have to offer. Thousands of users will search sites like Expedia for cheap flights to Hawaii while at the same time searching for hotel accommodations or the best resort location. A picture may say a thousand words, but a well-done video speaks volumes. Here are 8 keys to adding video to your booking page to get more conversions.
1.Add Video Thumbnails
Video thumbnails are a smaller version of the original that follow the user down the page, allowing them to scroll while still viewing your video content. These are common on news and information sites, but can also be used on other sites as well.
Using a video thumbnail allows you to keep your prospect engaged as they read the rest of the content on the page.
2.Use Modern Filming Techniques
Great video needs to stand out from the video your competition might also be creating. Besides the option of having a professional create an explainer video for you, there are a ton of consumer-based video tools to help you create your own amazing shots.
You can use everything from a drone to a GoPro or even your phone to take video not only of the amenities offered at your resort but the tourist activities that take place around it. Encouraging your guests to take their own video and share it with you is a great way to populate your booking pages with great content.
3.Link to Other Related Videos
Once you have built up enough video content, link to other videos, including your YouTube channel to give customers even more to see.
Has PBS or National Geographic done a special on something in your area? Link to those videos as well, or embed them on your booking page. This will give potential customers even more reasons to visit, and by keeping them entertained you will reduce bounce rates.
4.Include a Call to Action
All of this great content doesn’t do you any good unless you have a call to action: something that tells your potential customer how to book a stay at your destination, and also asks them to do so.
A customer may leave the content on your site and book elsewhere if you do not ask them to stay and provide them with a simple interface to do so. It sounds basic, but a great site with no call to action is useless.
Don’t forget to include this call to action on the videos on your YouTube video channel and in your social media sharing as well. Thousands of views with no engagement won’t change your bottom line.
5.Enable a Search Friendly Video Archive
For those users who want to see more, give them the option. Make your video archive search friendly to both users and to search engines.
One way to do so is to have a clear video sitemap. This lets Google and other search engines understand what you have on your site, and how users can find it. Integrating search friendly video will help increase organic traffic, the driver of conversions.
6.Increase SEO Value of Video Posts
While the days of keyword stuffing are long dead, the text around your video should tell the user what it is about and include more information along with the above-mentioned call to action.
As Google gets smarter and users do too, it is more important than ever to optimize your posts and pages so they are user-friendly. The user experience along with relevance are the two of the top influencers on search engine rankings, and the differences between a top ten ranking and a second-page search result ranking can mean thousands of dollars a month.
The number one issue most resorts face is discoverability, especially if they are in a destination area where consumers have several other choices. Higher rankings matter, and optimizing video posts and booking pages is the first step to earn them.
7.Make it Easy for Users to Embed Video
The very best way to build links to your site is to earn them organically, and the best marketing (even on the web) is word of mouth. Including the HTML code that makes it possible for bloggers and others to embed your video in their own posts is not only a sure way to earn those links, but it also means their readers will potentially become your customers.
Bloggers are the modern word of mouth, and getting them to review your resort or hotel is one of the best ways to gain a new audience. A well done video makes it easier for those bloggers to share your content. Including the embedding HTML simply makes it easier for them to do so.
8.Make Social Media Sharing Easy
Many users will be excited about their upcoming trip and want to share your video content with their friends and family. This is another thing you need to make easy for them.
Display social sharing buttons prominently, both for the entire booking post and the video itself. While Google and other search engines tell us that social signals do not influence rankings (at least yet), many of the views on your site will come from some kind of social media interaction.
While Facebook and Twitter are still popular, don’t neglect other visual platforms like Instagram, Pinterest, and even SnapChat. Also, remember that more people conduct a large part of their computing on mobile devices and tablets, so make sure the social sharing buttons show up there as well and are easy for users to find and activate.
The integration of video into your booking site can have a huge impact on organic traffic, reducing bounce rates, and increasing conversions. Following these key principles will make sure that integration is seamless and successful.