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Glossary overview

Conversion / Conversion Rate

Armin Gögele, last updated June 02, 2023

Conversion and conversion rate are indicators in online marketing and refer to visitors of a website that complete a desired action and thus turn into customers, guests, or registered users. What exactly conversions are, depends on the business and the goals of its online marketing strategy. Different actions can qualify as a “conversion”: email signups, reservations or inquiries for touristic services, direct contact with a website operator, or product purchases.


The conversion rate measures the ratio of website visitors to conversions and calculates the percentage of users taking certain actions. There are different factors that affect conversion rates, for instance, brand awareness, product prices, available offers, and user experience. Conversion rate optimization enables businesses to influence these factors in positive ways in order to achieve higher conversion rates.

Benefits of Conversion Rate in Hotel Marketing

  • Increased revenue
  • Improved ROI on marketing efforts
  • Enhanced guest loyalty
  • Data-driven personalization and targeted audience engagement

The most important questions about Conversion Rate

How can the conversion rate be optimized?

Various measures can be implemented to enhance the conversion rate in hotel marketing. These include conducting A/B tests to determine the most effective website elements, optimizing website loading speed, implementing a clear design with well-placed call-to-actions, highlighting offers and having a user-friendly experience. By executing these measures, hotels can effectively target potential guests and generate more bookings or desired actions on their website.

What factors can affect the conversion rate?

Factors that can negatively impact the conversion rate include complicated registration and booking processes, limited payment options, poorly placed call-to-actions, slow website loading speed, paid downloads, or non-obvious information. 

How can the conversion rate be measured?

The conversion rate can be measured using web analytics tools such as Google Analytics. These tools provide insights into the number of conversions generated by the website, as well as other relevant metrics such as page views, time spent on the site, and bounce rate. By regularly monitoring and analyzing this data, hotels can measure and optimize the success of their conversion strategies.