DALLAS—Motel 6 said it has seen a significant increase in its conversion rates on both mobile and desktop devices since launching its fully responsive digital platform in Q4 of 2014. Year-over-year, the company saw conversion rates increase 19% for desktop and 21% for mobile bookings.
Launched in October 2014, the new motel6.com adapts to any screen size, offering a more personalized user experience, and enables a more efficient booking process on any device, according to the brand. The site redesign was the product of a year-long digital overhaul led by G6 Hospitality and Code and Theory.
“Mobile has evolved from being part of our marketing strategy at G6 Hospitality, to being the core of our entire strategy,” said Lance Miceli, EVP and CMO, G6 Hospitality. “By embracing these dynamics, we’re well-positioned to continue gaining share in the economy segment. Given the broad distribution of our locations and the immediacy of our demand curve, mobile is a key component of how we will shape our future. We’re pleased with the initial results and are committed to continually evolve the user experience through a defined optimization strategy and release schedule.”
“Every design and UX decision laddered back to our goal of streamlining the purchase path for any kind of user, from frequent bookers to new customers,” said Mike Treff, managing partner at Code and Theory. “Regardless of how you arrive at motel6.com, we make sure you are greeted with a much more personalized, targeted experience to help you browse, select and book a room more efficiently.”