Over the years, I've seen salon owners switching between different booking platform providers, changing the colour schemes, and even removing the booking page several times to find what worked best.

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Can you relate?

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I've learned some things about booking pages over the last couple of years (we even have a new post about increasing salon bookings here)- but I don't want to waste too much of your time...let's discuss optimising booking pages for conversion rates.

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So, What’s a Conversion Rate?

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Imagine inviting 100 people into your store, and if 10 of them make a purchase, your conversion rate is 10%. Similarly, online, if 100 visitors land on your booking page and 10 schedule appointments, that’s a conversion rate of 10%. It’s a simple but powerful metric that tells you what percentage of your visitors are taking the action you want them to take—booking your services.

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Why Does It Matter?

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A high conversion rate means your booking page is working hard for you, turning visitors into clients efficiently. It's about making the most of every click to your page, ensuring that your potential clients find exactly what they need to take the leap from interested browsers to booked appointments.

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So here's what I wish I would've done years ago:

1. Perfecting my CTAs (Calls to action) - Your "Book Now" button is more than just a button. Make it stand out and make sure it’s bold, beautiful, and impossible to ignore. Test its position on your page—above the fold is gold, but repeating it might just turn browsers into bookers.
2. It's not bragging; it’s building trust - don't be afraid to showcase those glowing reviews. Most beauty business owners only showcase reviews on their home pages and not the booking pages.
3. Speaking Their Language with Surveys- For most business owners, their client's booking journey ends after the 'submit' button. After each booking, why not ask a simple question or two?
4. Learn analytics - Feeling overwhelmed by Google Analytics? Let’s simplify. Focus on conversion rates, bounce rates, and how long visitors linger. These numbers tell stories about what’s working and what’s not. Don't know where to start? That’s your next project. Please feel free to let us know if you'd like me to send an analytics tutorial- made simple for salon owners.

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Eager for more insights? We are currently working on a newsletter edition discussing basic analytics you should focus on, and what they mean. Please let us know if this is something you'd like us to send your way.

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