A seasonal guesthouse where conversion means a booking. The study answers one question: why people leave the gallery and never reach the form.

Context

A small guesthouse operating from May to September. The site was built in a website builder around 2014, with a gallery on the home page and the booking form on the last one.

What was wrong

• The home page is a twenty-photo gallery and takes a long time to load
• The nightly rate is not visible without clicking through
• The booking form has eleven fields
• There is no English version, yet half the guests are from abroad
• Nothing about the surroundings — the actual reason people come

Constraints

Seasonal income, so the budget is low and the deadline is hard: it has to be finished before the season starts, not during it.

What we did

• Price and availability on the first screen
• Gallery compressed and moved below the fold
• Booking form reduced from eleven fields to four
• A proper English version, not just a translated menu
• A page about the surroundings — the thing that actually persuades a guest