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    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
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    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.

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    Tips for effective website design

    02 June 2016

    Grapic illustrating the concept of website user experience

    As a tourism business, your website is your shop window. Whether you secure bookings through your website or not hinges on whether your website looks professional. Your website should inspire the user and instil confidence that your business will deliver on the promises you make. There are a number of things you should take into consideration when attempting to optimise the design of your tourism website.

    Layout and navigation

    Your layout and navigation should be clear and simple and should intuitively guide the user from one page to the next. Make it easy for the user to make a booking with you. Include your contact details in a prominent position on each page of your website.

    According to Acteavo, a reservation and management solution for businesses, you should clearly provide users with all the information they require to make a booking, opening times, prices, time of your next tour etc. on your website. 

    Look and feel

    Avoid clutter on your website with too many design elements. It is important to also have a certain amount of ‘white space’ to help the user to read the information on screen clearly and easily. Use a palette of appealing pantones in your website design and keep the pantones consistent as the user moves throughout your site. Include your logo at the top of each web page.

    Call to action (CTA)

    At a recent Learn Inbound conference given by Oli Gardner of Unbounce, Oli recommended that website owners minimise the number of links on their landing pages. This is to avoid confusing the main CTA with too many other less important but distracting links.

    Email address

    Oli also suggested that, when inviting users to submit their email address, you should invite them to submit ‘your best email address’ rather than ‘email address.’ Subscription rates are higher for ‘your best email address’ – (47%) than ‘email address’ (41%). 

    Images

    When including an image on your website, avoid using an image of a person looking over their shoulder at you from the screen – this tends to be distracting. A better approach is to include an image of a person looking in the direction of your CTA.

    You can also use directional cues, like arrows, to point to your CTA as this helps increase conversion rates and helps keep your brand top of mind for the user.

    Optimum position of call to action

    In terms of positioning your CTA, Oli Gardner recommends that the optimum position is 666px from the top of the page. Avoid positioning your CTAs ‘below the fold’, i.e. obliging the user to scroll down the screen to see what is at the bottom of the page.

    Update your content regularly

    Your content should be motivational and should inspire the user to want to make a booking. Use good quality, high impact visuals and video on your website and update your content regularly to ensure that it continues to be indexed by the Google Search bots.

    Social proof

    It's a good idea to link to your Trip Advisor page on your website, so that your website automatically highlights your latest Trip Advisor testimonials.  If this isn't an option for you, consider sourcing testimonials from some recent visitors and including them on your website. Social Proof can be a powerful motivator.