Is Changing Your Website Worth the Cost?

By Tema Frank CEO, Frank Reactions | January 27, 2012

There is no such thing as a perfect website. Even the companies that run the best, most successful websites in the world are constantly making changes and finding new, better ways to communicate and sell through their websites. But if you've got a limited budget (and who doesn't?) you need to think long and hard about whether it is worth the time and money needed to make changes to your site.

Let's take a look at what costs are typically involved. First, you need to do some research to determine what, if anything, needs to be changed. That entails a research cost. Then there are the costs involved in making the changes. And finally, there are costs to monitoring the results and checking to see if you are getting the expected return on your investment (ROI).

1. What needs to be changed?

You may have a gut feel that your website is not performing as effectively as it could be. You may have had some customer feedback about frustrations with your website. Or you may simply be hoping that by improving your website you'll get more bookings. None of these give you clear, reliable direction about where and how to make changes. Which means you can end up throwing out a lot of money by changing the wrong things, or changing the right things in the wrong way.

Instead, if you invest up front in some user testing, you'll be able to focus your efforts on changing what really needs to be changed. And with the right kind of testing, you'll know how to change it for maximum impact.

There are many ways to do user-testing, and they range in cost from a low of about $1,500 to upwards of $40,000. At the upper end, you will get a lot of usability expertise to help you design the right kinds of tests, an expert who will pore through tens of thousands of words of qualitative comments and possibly hours of video footage, interpret the results and make recommendations. The lower end will be much more basic, typically leaving it up to you to figure out what to test and to interpret the results. Depending on your levels of expertise and situation, either approach may work at certain stages of your website's life cycle.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.