Site optimizing via customer feedback

Google announced the "winners" of a website workout contest it ran a few months ago. Only four of the several hundred companies that entered the contest made the cut. The winners "improved their businesses with Website Optimizer,
Google’s free testing and optimization tool". That translated into increased conversions of lookers into customers.

Google touts its Website Optimizer as a "free website testing and optimization tool, (that)
allows you to increase the value of your existing websites and traffic
without spending a cent. Using Website Optimizer to test and optimize
site content and design, you can quickly and easily increase revenue
and ROI whether you're new to marketing or an expert".

The four winners included hotel company, Outrigger Hotels and Resorts. The company "experimented": with three variations of its home page to see which resulted in the most conversions. One version "A" had a large photo of a destination on its home page while version"B" had smaller photos with a third version having a large photo along with smaller photos. Using Google Optimizer, Outrigger found that the middle version garnered a 7% increase in conversions.

The bottom line is that Optimizer enables companies, hotels included, make informed decisions on websites based on active customer feedback rather than on corporate hunches.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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