AirBnB is always optimizing their homepage to create an exciting and engaging experience for website visitors. Looking below, how is this homepage optimized to entice visitors to book a trip? Select all that apply.

• It has customer testimonials on the homepage that tell real-world stories of why to use the product.
• It includes the destination and date search form that most visitors come looking for up front, guiding visitors to the logical next step.
• It’s easy to consume. The impactful image almost acts like a story.
• The primary call-to-action (“Search”) contrasts with the background and stands out; but the secondary call-to-action for hosts is visible above the fold, too.

 

Explanation: AirBnB optimizes their homepage to entice visitors to book a trip by strategically incorporating several elements. Firstly, the inclusion of the destination and date search form guides visitors to the logical next step by providing them with immediate access to the functionality they are likely seeking, thus streamlining the booking process and increasing the likelihood of conversion. Secondly, the homepage is designed to be easy to consume, featuring an impactful image that almost acts like a story, capturing the attention of visitors and conveying the essence of the AirBnB experience in a visually compelling manner, thereby engaging users and encouraging them to explore further. Additionally, the optimization extends to the placement and design of call-to-action buttons; the primary call-to-action (“Search”) contrasts with the background and stands out, drawing attention and prompting users to take action, while the secondary call-to-action for hosts is visible above the fold, ensuring accessibility without overshadowing the primary goal of enticing visitors to book a trip. These optimizations collectively create an exciting and engaging experience for website visitors, effectively encouraging them to proceed with booking a trip through AirBnB.