Launching a new website is always an exciting event. Finally, all the effort any planning of the last few months is going to start paying off.
Launching a site for our first major client was even more exciting. Our budding reputation was riding on this site. We wanted everything to be perfect. And, we thought it was. The client, a local resort, was happy, the site looked great, even the transfer to the new site went smooth.
The client had spread the word about th new site to her friends and suppliers and we were anxiously waiting for feedback. To our surprise the first comment we got back was "How do I book a room?".
We checked the site - there was "BOOK NOW" graphic in the top left corner. We checked the link and it was working. What was wrong.
We now know, thanks to studies by Enquiro that some graphics can act as a barrier. "Blending your conversion trigger into that graphic makes it invisible." In our case, the "BOOK NOW" graphic was overlaid on the main header graphic.
The solution was quick and simple. We added a "BOOK NOW" link into the menu. Later we did our own study we confirmed - no one was clicking on the graphic.
Fortunately, the client is still ith us -- only the graphic is gone.
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