Big Bang Versus Iterative: What’s the Best Approach to Redesigning Your Website?

Posted by Florencia Carrizo Heit on November 27, 2018

Deciding how much or how quickly to overhaul your website can be a complex decision, with multiple factors (and stakeholders) to consider. Here, we’ll lay out the two most common types of website redesign strategies – “big bang” versus gradual – and the pros and cons for each approach.

What is a “big bang redesign?”

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Topics: User Experience, design, Optimization, AB Testing

Top 10 Micro-Conversions to Track on Your Website

Posted by Jamie Maloney on August 13, 2018

It’s good to have goals.  

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Topics: Optimization, E-Commerce, Travel Industry, Travel Industry Optimization, User Experience

[Infographic] 6 Ways to Design Better User Experiences on Mobile Devices

Posted by Optimization Team at Multiplica on August 02, 2018

Mobile has now surpassed desktop in volume of online traffic. So regardless of your industry or the type of service or product that you offer, in order to reach users where they are today, your website should be optimized for a great mobile experience.

Here are 6 best-practice approaches to creating a better UX on mobile that will attract, retain, and convert users.

If you need help optimizing your mobile site or improving your UX, send your questions to

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Topics: User Experience, Optimization, Digital and Media Marketing

Increase Conversions on Your Travel Website with These 5 Popular Content Trends

Posted by Optimization Team at Multiplica on August 01, 2018

Creating good content for your users at every point in their journey can meant the difference between a conversion or permanently losing their interest in your brand. Quality content that is optimized for your target audience and strikes just the right tone with your user can have a significant effect on your conversion rates.

Here are 4 important content marketing trends you should be following if you want to keep up with the competition and optimize your site for increased conversions and a better user experience:

1. Embrace personalized content

Personalization is one of the top digital travel trends in of 2018, and it’s a key driver of growth and conversion rate optimization. Travelers overwhelmingly value and respond well to personalized experiences and content on travel sites and are much more likely to convert when they feel they’re receiving quality content or offers that are directly relevant to them.

From re-engaging customers who’ve abandoned a purchase to showing highly targeted offers to certain users based on their search behavior or demographics, personalized content can take many forms and appear across multiple channels and touchpoints. But, the key takeaway for 2018 and beyond is that users crave relevant information and are easily and quickly turned off by content that holds no value for them.

2. Be authentic

Travelers are quick to dismiss any type of content that is overtly promotional, misleading, or inauthentic in any way. Today’s online consumers are more likely to respond positively to experiences, people, and emotionally-charged content, not brands or sales-speak.

Consider marketing and travel industry influencer Mark Babin, Marketing Manager for The Westin Grand Cayman. His live stream video from the resort is a stand-out in content marketing for a hospitality brand and quickly gained enormous popularity with users. His authentic approach and behind-the-scenes content gives users an inside look at their destination and makes them feel the experience of traveling to the resort.

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Topics: User Experience, Optimization, content, Travel Industry, Travel, Travel Industry Optimization, Digital and Media Marketing, content marketing

4 Ways to Avoid Dark Patterns in Website Design

Posted by Aditi Bhatia on July 24, 2018

‘Dark patterns’ are defined as intentionally misleading design techniques that websites use to trick users into taking action. Dark patterns are almost always more beneficial for the brand rather creating an optimized user experience that builds mutual trust and good will between the user/consumer and the website/brand.

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Topics: User Experience

The Perfect Combination: Why Running Both UX and A/B Tests on Your Site Leads to an Optimized Conversion Path

Posted by Optimization Team at Multiplica on July 10, 2018

The Perfect Combination: Why Running Both UX and A/B Tests on Your Site Leads to an Optimized Conversion Path

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Topics: AB Testing, User Experience, Test and Optimization, Optimization, Digital and Media Marketing

4 Persuasive Website Design Techniques to Optimize Your User Journey and Increase Conversions

Posted by Melanie Bernal on July 03, 2018

We all know that first impressions matter… a lot.

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Topics: Optimization, Test and Optimization, User Experience

Do You Want More Direct Bookings, Conversions on Your Hotel Website? Stop Making These 5 Mistakes

Posted by Optimization Team at Multiplica on June 26, 2018

On average, hotel website conversion rates (bookings per unique monthly visitor) are only two percent That means that for every 100 people who come to your site to book a room, only two complete their purchase, while the other 98 leave to book a room elsewhere. 

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Topics: Travel Industry Optimization, Travel, Digital and Media Marketing, Test and Optimization, Travel Industry, AB Testing, User Experience, Optimization

How to Attract and Convert “Bleisure” Travelers

Posted by Jorge Lira on June 19, 2018

Increasingly, millennials are combining their business trips with leisure. By extending their work-focused stays for a few days to do things like see local sites or enjoy a city's restaurant scene, these "bleisure" travelers are redefining a key market in the hospitality sector. This growing market is a little tricky to target, since their leisure stays piggyback on business trips. With an understanding of who these bleisure travelers are and what their particular needs are, however, travel sites can tap into this group of consumers, and meet their unique booking and planning needs.

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Topics: User Experience, analytics, Digital and Media Marketing, E-Commerce, targeting, Optimization, Optimization Tools, Test and Optimization, data, CTA

10 ways travel websites can increase conversions with good content

Posted by Jorge Lira on June 12, 2018

Having engaging, clearly communicated written content is one of the most important ways travel websites can draw users in, keep them on the site, and ultimately move them through the funnel and encourage action, i.e. a booking or sale. From strong calls-to-action to eye-catching headlines to enticing descriptions of destinations and activities, content on travel sites plays a key part in the overall user experience.

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Topics: User Experience, analytics, Digital and Media Marketing, E-Commerce, targeting, Optimization, Optimization Tools, Test and Optimization, data, CTA