Hotel website visitors show emotion, too

You'd be surprised how few people scroll below the header image. What does this behavior tell us? Maybe we need to rethink how we prioritize the flow of content

A website visitor can't verbally tell you that they didn't find what they were looking for on your hotel website. They can't tell you that the site experience was confusing or that they were frustrated when they clicked a button but nothing happened. But there are behavioral signals that can tell you what a visitor is thinking or feeling.

Key takeaways

• As marketers, we want visitors to follow a specific path. And yet, sometimes that path is unclear to visitors. But how do we know? We look at heat maps of where customers click the most;
• For example, we might see that when people arrive at a site, the first thing they do is click out of all the pop-ups. They're just trying to cut through the noise and get to the actual site.
• You'd be surprised how many people click on things that don't lead anywhere. Is it the customer's fault that a design element looks like a button? Not at all.

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