The ultimate goal for most Tour Operators when it comes to their websites is to get a prospective traveller to fill in a form on the site, whether it’s an actual live booking, a quote request, or a simple contact form with their name and contact details.

Whatever the conversion on your site is, it will almost always involve filling in a form, and there are many ways in which a form can be a bottleneck for your conversion rate. Read on to learn about some essential tips to keep in mind when configuring your forms.

Tracking data

Having people complete your forms is all well and good, but real marketing power comes when you can track who the people are that completed forms on your site, what channels they came from, what terms they’ve used to find your site, and so on. At LightSpeed we usually use a “thank you” page method for completed forms, where visits to each “Thank you” page mirror completions of a form, and visitors can then be tracked and analysed that way.


Make sure that the form plugin you use on your WordPress site creates responsive form fields, and stay clear of modal forms – they tend to be a nightmare for usability on mobile. Our plugins of choice are Caldera Forms.

Not too many fields

You want to get all the information you need – depending on the conversion you’re going for – but having too many fields in your form can make it seem daunting to a user, or just more of a hassle than they’re willing to go through to take their interest to the next level. Never overestimate your users’ attention span!

It’s a balance of getting the information you need and making sure your prospects don’t drop off. We recommend no more than 10 fields, and that you prioritise fields like arrival and departure dates, or accommodation preferences, over marketing segmentation questions like “where did you hear about us” and so on.

Prominent book now button

You might think it goes without saying but having a weak “submit” button on your form is a big pain point for many. Think about the colour more likely to attract a click, the size of the button, the style, and also, most importantly (and most easily addressed) is the wording used on the button itself. Time and again studies have shown that using original text rather than the default “Submit” button text dramatically increases conversion rates.

Hopefully you’ve already done some solid promotion of your Tour Operator business already, so optimizing your forms ought to be the last hurdle to turning website visitors into world travelers!