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What is CRO?
CRO – conversion rate optimisation – is the process of improving your website so more visitors take the action you want, whether that is an enquiry, a booking, or a brochure request.
Travel is one of the highest-consideration purchases a consumer makes. People spend weeks or even months researching holidays, comparing prices, reading reviews and visiting multiple websites before they commit. If your site isn’t converting that traffic into enquiries, bookings or leads, you’re losing revenue that your marketing budget already paid to attract.
CRO is the process of systematically improving your website so more of that traffic converts – without increasing your ad spend. For travel businesses, even a small improvement in conversion rate can mean a significant increase in bookings and revenue.
User testing reveals how real visitors experience your booking journey. In travel, this is particularly important because the path from inspiration to booking is long and complex. Testing can uncover friction points such as confusing search and filter tools, unclear pricing structures, poor mobile experiences or a lack of trust signals at the payment stage – all of which cause potential customers to abandon and book elsewhere.
Through session recording, heatmaps and direct user feedback, we identify exactly where your site is losing people and why – giving you the data to make targeted improvements rather than guessing.
A/B testing lets you compare different versions of a page or element to find out which one converts better. In a travel context this might mean testing different hero images, restructuring your departure search tool, changing the placement of trust signals like reviews and accreditations, or testing different calls-to-action on product pages.
Optimizely is one of the leading platforms for running A/B and multivariate tests. It sits on top of your site and allows you to create and test variations without needing to involve development resource for every experiment. Changes to layouts, copy, CTAs and page structure can all be tested and measured against your conversion goals – giving you real data from real visitors rather than relying on assumptions.
Other test types include multivariate testing (comparing multiple element changes simultaneously to find the best-performing combination) and redirect tests (comparing entirely different page designs against each other). The right approach depends on your traffic levels and the scope of what you are testing.
Effective CRO for travel means optimising at every stage of the booking funnel, not just the final checkout step. That includes the way your destination or product pages communicate value, how clearly your availability and pricing is presented, what happens when someone abandons a search, and how your site builds trust with first-time visitors.
Depending on the volume of traffic, different testing approaches may be appropriate – from standard A/B tests on high-traffic pages to multivariate testing across multiple elements, or split URL tests comparing entirely different page designs. The right approach depends on what you’re testing and how much data you have to work with.
For travel businesses, the benefits of CRO go beyond just improving a number on a dashboard. Here is what it can mean in practice:
Summon helps travel businesses improve their conversion rates through audience analysis, A/B testing and ongoing optimisation. Get in touch to find out how CRO could help your travel brand convert more of its traffic into bookings.
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