Mar '25 • Tips
Low conversion rate? Read this before you panic! 🚀
A sudden drop in your website's conversion rate can be alarming, but not every dip means something is broken. Before you jump to conclusions, here are three key things to consider when analyzing your numbers:
1️⃣ The Type of Traffic You’re Sending
Not all traffic is created equal. If you’re seeing a drop in conversion rate, ask yourself:
👉 Is more of my traffic top-of-funnel? People discovering you for the first time (via Facebook, TikTok, blog posts, etc.) won’t convert at the same rate as warm leads.
👉 Has my traffic mix changed? If you’re running more brand-awareness campaigns, expect lower conversion rates overall.
Solution: When reviewing performance, filter out cold traffic sources (like blog visitors and display ads) so you get a clearer picture of how your real booking-intent traffic is performing.
2️⃣ Availability Issues
You can’t convert visitors if there’s nothing to book. One of our clients saw a sudden conversion drop, and after digging in, we realized their most popular tour had almost no availability that month.
Solution:
✔️ Regularly check your booking calendar. If top-selling experiences are often unavailable, your website data might look worse than it actually is.
✔️ If you only have limited spots left, highlight it! A "Last Spots Remaining" message can create urgency and boost conversions.
3️⃣ Seasonal Trends
Travel is seasonal, and so are conversions. Your numbers will naturally fluctuate based on when people are actively booking vs. just browsing.
📉 Low booking periods = More site visitors in research mode
📈 Peak booking periods = Higher conversion rates as people finalize plans
Solution: Instead of comparing month-over-month numbers, track year-over-year trends. A lower conversion rate in October vs. July? Totally normal. A lower rate this October vs. last October? That’s something to investigate.
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Low conversion rate? Read this before you panic! 🚀
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