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3Sixty explains how optimising luxury websites can entice customers

Optimising your luxury agency website entices customers and reinforces your brand’s value proposition.

TRFBLI
Laura Coles-Wild explains how to optimise your website
Laura Coles-Wild explains how to optimise your website

Travel is an emotionally charged purchase. When customers book holidays, they spend months imagining themselves enjoying a much-needed break.

 

They invest heavily in packages and extras that allow it to be extraordinary. The build-up is as much a part of the fun as the actual holiday. Throw into that mix a luxury value proposition.

 

There is a correlation between how much is paid for a service or product, and the amount of tolerance a user has with their purchase journey – the higher the value, the greater the expectation of service levels.

 

To be a player in luxury holidays, you can’t afford not to optimise for the value proposition your brand reflects. Here are ways you can boost user confidence in your website.

 


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Optimising trust signals

 

Having a professional website that’s easy to use and engaging are must-haves, but there are other signals you can give users.


Any industry accolades, rewards and protection (such as Atol or awards) should to be displayed above the fold – the top part of the website that a user sees first. Or you can place these in the footer to avoid affecting the aesthetic too much.


Your digitally savvy clients will also use social media to work out if your brand has longevity or is active.

 

Frequently engaging with your users is a great start, while ignoring negative reviews can have a damaging impact on how you are perceived – tackle these head on and make advocates of those who might otherwise feel negatively about your business.

Laura Coles-Wild explains how to optimise your website to get bookings
Laura Coles-Wild explains how to optimise your website to get bookings

Optimising for site speed


The speed at which your website loads is also vital to its performance in the results pages. But have you considered why a high-performance website is important for your users?


As new content and links are added to a site, new, unchecked URLs are continually being added.

 

Your crawl budget – the number of pages Google will crawl on your site on any given day – will begin to struggle to index important, user-centric pages where they once claimed critical results positions.


Running a quick test on Google Developer Tools (developers.google.com/speed/pagespeed/insights/) or GT Metrix (gtmetrix.com) is a great place to start to understand how you can work with a web developer to optimise for speed.

 

Both tools are free to use.


Optimising your luxury travel brand’s website can be time-consuming and needs real effort, but the rewards for standing out in the top positions more than offset the investment.

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