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The Most Popular & Critical Ski Resort Website Elements

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As I mentioned yesterday, I’ve been analyzing ski resort websites this week and I’ve learned some really interesting things. So far, I’ve taken data from just over 50 resorts.

Over the last few years websites have gone from a helpful business appendage to a critical hub to marketing and advertising efforts. All websites, however, are not created equal. Some resort websites are powerful tools that transform visitors into customers. Others, create more confusion than assistance.

Today and tomorrow, I think I’ll just post the data with some basic analysis of what they mean. Thursday we’ll start drawing some conclusions. Friday I have a fun little goal to tackle. So, today:

I’ll rank these elements by what percentage of the websites I analyzed contained that element:

  • Large, Prominent Image-based Layout (88%)
  • Snow/Weather Report (82%)
  • Links to Social Media Sites (68%)
  • Events (56%)
  • Phone Number (54%)
  • Lodging Search / Trip Planner (52%)
  • Recent Pictures (52%)
  • Recent Videos (52%)
  • Email List Sign Up (50%)
  • Website Search Box (48%)
  • Deals, Promos, Discounts (48%)
  • Web Cam (44%)
  • Season Pass Renewal Offer/Reminder (38%)
  • News (32%)
  • Average Elements per Site: 8.12

The data didn’t surprise me too much, except for one thing. How many of the elements were actions elements, that is to say, elements that the designer/marketer is trying to get the visitor to click on.

When you have 8 of those on the main landing page (not to mention 6+ navigation links), the visitor is presented more options than he/she needs. The problem with more options is that as chioces increase, action decreases.

The flip side is to make sure you meet the needs and give action options to all the different types of visitors that come by: single riders looking for a day pass, families wanting to book a ski vacation, first timers wanting lessons, etc.

So, is it possible to do both? To give the visitor very as few options as possible so they act but still meet the needs of a variety of target markets?

I have a few ideas, which I will share on Thursday, but…


I really want to know what you think about website layouts and elements. Ideas? Feedback?

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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