As a travel marketer or agency marketer servicing the travel industry, you have a tricky gig. You need to convince your prospects to spend thousands of dollars and precious vacation time. Meanwhile, your prospects are increasingly wary of the legitimacy of your offers (thanks a lot, Fyre Fest). Here’s to hoping your vacation is memorable, but not in a meme-worthy kind of way. Your challenge then is to effectively convey trust on your travel landing pages. Doing so can help ease prospects’ conversion anxiety, resulting in more travel leads and sales for your business. We often talk about the importance of trust and credibility on your landing pages — this isn’t a new idea. But for some industries, a lack of trust can have hugely detrimental effects on conversion rates. In a recent analysis of 74,551,421 visitors to 64,284 lead generation landing pages created in the Unbounce platform, data scientists found that travel landing pages can realistically achieve conversion rates of at least 12%. Even more impressive is within the travel and tourism industry, the very best pages convert over 25% of their visitors (schwing!). If you’re not hitting these benchmarks, it might be time to take a hard look at your marketing and ask yourself if you’ve done enough to make your prospects trust you. And don’t worry if your answer is “No” or “I’m not sure.” We’ve compiled four data-backed ways to boost trust on your travel landing page. Use them as a jumping off point for your optimization efforts.
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