How Could Drive More Business

Chief Content Officer Jon Gelberg offers recommendations to improve Wild China's website

Last week, I asked you to take a close look at, a company that provides high-end travel packages to China, and to send me your suggestions for how to boost traffic and convert more lookers into buyers. [...]

Here are some of the issues you highlighted, along with my own critique:

There are hundreds of websites devoted to travel in China. If WildChina is going to stand out, it is imperative that its visitors know -- in an instant -- why they should be investing their precious travel dollars with this company and not another one.


More than any other platform, when you are selling on the web, you need to get your message across quickly and effectively, and then have mechanisms in place to turn interested visitors into customers. You need to blow your visitors away on the home page and get them to keep clicking so they eventually book a trip.

What’s the formula for achieving that end? It’s actually quite simple: Get the visitor intrigued by the offer and then make it as easy as humanly possible for the visitor to take the desired action (i.e. book the trip).

When I look at the website, the feeling I get is that they are so busy trying to be informative that they forget their website needs to generate revenue. The home page feels more like National Geographic than a travel booking site.


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