How can I improve a Moment's Click through Rate?

Calls to action are where engagement turns into measurable outcomes. Even when a Moment is receiving strong interaction, underperforming CTAs can limit its overall effectiveness. Optimizing CTA strategy ensures guests know exactly what to do next and feel motivated to do it.

1. Optimize call to action clicks and clickthrough rate by refining CTA verbiage

   1. CTA language should be clear, specific, and aligned with guest intent at that point in the journey. Replace generic phrases with action-oriented, benefit-driven copy that sets expectations (e.g., “View Available Dates” instead of “Learn More”). Clear language reduces friction and increases confidence to click.

2. Move a high-performing secondary CTA into the primary CTA position

   1. If engagement data shows guests are consistently clicking a secondary CTA, promote it to the primary position. This reduces decision fatigue and places the most valuable next step front and center.

3. Align CTAs with the content of the Moment

   1. The CTA should feel like a natural continuation of the experience being presented. For example, a room tour Moment should lead to availability or booking, while a dining or amenity Moment may perform better with a menu, reservation, or exploration-based CTA.