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Pretty Useless

How A/B testing can help you prioritise functionality over looks

If you have ever talked to anyone at Umi, you’ll know that we firmly believe that websites are living, breathing things. They deserve regular TLC in the form of audits, updates and refinement. But the key is to not just continuously improve your website – you need to continuously and strategically improve it. Find out how A/B testing can help!

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Which metrics really impact your hotel website’s conversion rate?

When you first start out on your conversion rate optimisation journey, it’s hard to tell which numbers are vanity metrics and which metrics will actually have an impact on your end goal. With the sheer number of stats in Google Analytics, it’s easy to get a bit lost. If you are new to conversion rate optimisation here’s where you should start and what you should know. 

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You can’t polish a turd – Does your website suck?

As the old saying goes, “you can’t polish a turd, but you can roll it in glitter”. The same goes for websites too. If you are designing a new website and the majority of your scoping session is spent discussing styling, then the chances are your website is going to be a bit… poo!

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How to make Google love your landing pages

A successful landing page is one that prioritises function over looks, while adhering to Google’s expectations. When creating an ad, don’t ignore the impact of your landing page. Before setting up your landing page, remind yourself of the end goal of this specific landing page. This end goal can be different from your overall website goal. Work through the steps outlined above and if in doubt, keep it simple.

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Harry’s House Analogy for Website Usability

Houses have an inherent usability about them – we know how to use doors, taps, toilets and the rest of the house right out the starting blocks. We need to use this lens when approaching website design. By tapping into the digital paradigms that have been set for us, we can be both creative with aesthetic as well as designing for maximum conversion rate.

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