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Conversion Booster: Cognitive Ease

This is a post from the “Why booking.com converts so well and what hotels can learn from it?” series. You can start reading with the first post or explore Conversion Boosters separately.

As easy as possible

Booking.com makes the reservation process as smooth as possible. It helps visitors in every step and highlights the easiness of the process. Cognitive Ease is a neuromarketing principle that advises simplifying things for users. 

 

The easier the interaction with the website is, the more our brains love it, and the more positive emotions we experience and more likely we come back next time

To make the process easier Booking.com applies following features:

  • Autofill city names and hotels.
  • Add the number of people depending on your previous searches
Example
  • Opens calendar without a click immediately after the city is typed. Booking.com date selector is handy. Surprisingly it is not always a rule for other websites.
  • Reminds you about unfinished bookings (1 click to continue)
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  • Stresses out how easy it is to book – “it only takes 2 minutes”; “no credit card required”; almost done messages.
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  • Remembers your credit card details; your personal data; names of your companions. Prefills information from the previous bookings: your name and email.
  • Shows which reservation form fields are optional rather than which are mandatory.
  • Use icons for description. Visuals are easy to understand.
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  • Applies automatic filters (that benefit Booking.com not the visitor).

The default search filter results are Booking.com pick. Only since recently, the OTA is obliged to notify customers that their ranking is not transparent and it could be manipulated by Booking.com.

On the contrary, Top Reviewed rating, based on customers’ opinion, is hidden at the right’s three dots.  

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  • Push for popular filters.

For example, Places of interest, flexible cancellation policy or similar hotels. Visitors have the feeling that they are the one in charge of hotel selection, but filters are suggested by booking and gently and firmly directs your search towards reservation. 

 

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  • Design and layout.

Information is organized in a logical order, every element is at the place where it should be. Shopping cart and Sign In button is in the top right corner, and the search bar is in the middle of the home screen, as a main element of the page.

 

  • Copywriting and visual elements are organized in order to make the page readable.

Paragraphs, titles, coloring helps visitors to see the most important thing and the things booking.com wants us to see.

 

  • Active verbs.

Uses active verbs instead of passive, uses imperatives. A simple phrase in the active voice allows visitors to digest messages more easily, inciting a more positive reaction.

 

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  • Add additional information so guests wouldn’t need to search for the answers on other websites.
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  • Pop-ups information displaced when hovering over a product.

If you have a question, you’ll easily find the answer. 

 

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  • The convincing techniques don’t stop after the guest makes a reservation.

After the booking is completed, Booking.com suggests the next destination and encourages continued planning. Small improvements that help you to book the next hotel easier.

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Adds a button to easy cancelation/modification of the reservation

 

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Send confirmation and a reminder about the trip on your email, it is easy to add the reservation to pass wallet or calendar.