In my recent articles, I've tried to set forward some best practices to make the online experience as smooth and enjoyable as possible for both die-hard and infrequent visitors. Each of these visitor segments has a unique set of expectations and needs to be catered to in a distinct fashion to ensure site satisfaction. As important as the online experience is as an end in itself, however, the ultimate goal of any site and of any site changes is to convert lookers into bookers and drive revenue through the online channel.

The paramount importance of the web as a sales channel for hotel brands has been amply proven in recent years. As such, optimizing the online booking process has become the Holy Grail for marketers and the subject of much analysis and punditry. All can agree that the goal is to weed out any potential sources of dissatisfaction and to give the booker a clear, streamlined, and unimpeded path to checkout, armed with all the information he or she needs to feel comfortable and satisfied with his or her decision to reserve online with your brand.

Knowing that you need to optimize and discovering which elements of your website are functioning as ...