Confused guests don’t book: Convert more visitors through better navigation

Imagine walking into a store with no signs, ten unlabeled doors, and a staff member who just shrugs. You wouldn’t stay long — it’s hard to make decisions without clarity.

Now think about your website.

If a potential guest lands on your homepage and doesn’t immediately know where to click, what you offer, or how to book, they will likely leave your site. Not because your tour isn’t great — but because your navigation didn’t guide them there.

And the worst part? You may not even know it’s happening.

At FareHarbor, we’ve analyzed thousands of tour and activity websites, and we see the same thing over and over: confusing navigation is one of the biggest, most overlooked conversion killers. The good news? You can fix it!.

Let’s walk through four simple ways to guide your visitors to the “Book Now” button.

1. Prioritize what matters most in your top menu

Your most important pages should always be one click away, right at the top of your site.That means things like your:

• Homepage
• Tours or activities
• Pricing (if separate)
• Contact information
• “Book Now” button

If these are hidden in dropdowns, grouped under an umbrella term like “Info,” or buried in the footer, your visitors have to work much harder to take action — and many won’t bother.

Pro tip: Can a user land on your site and find the “Book Now” button in 3 seconds or less? Hint: this CTA  should always be above the fold, which means it is visible on the page without scrolling.

2. Use labels that make sense to the average traveler

You know your site inside and out — but your guests don’t.

Avoid vague menu items like “More,” “Info,” or “Explore.” Potential customers will scan your website quickly, looking for clear answers. If they don’t understand where a link goes, they either skip it — or call your business with a simple question, taking up time you could spend elsewhere. Worse, it disrupts the customer experience and could cost you a booking.

Instead, your labels should use clear, intuitive language like:

• Tours
• Book Now
• Pricing
• Schedule
• FAQs

This reduces friction and helps guide users smoothly through your site — without any second-guessing.

3. Keep it simple with 5 menu items or less

The most effective websites keep things simple and intentional.

When a visitor sees 10+ navigation options, their brain has to work harder to decide. That introduces decision fatigue, hesitation that increases bounce rate and lowers conversions.

Try our decluttering tips instead:

• Keep your top-level menu to 5 items or fewer
• Group supporting content in dropdowns if needed (e.g., FAQ under “Plan Your Visit”)
• Make sure your main “Book Now” call to action is distinct and always accessible

This kind of structure makes it easy for visitors to know exactly where to go next.

4. Guide every step with embedded booking tools

It’s not just about your top navigation. Guests need direction within each page, too.

If your activity pages say “Learn More” without a “Book Now” button nearby — or worse, without an embedded calendar or availability widget — you’re asking guests to backtrack or click away.

And, that’s when you lose them.

A better flow means better conversion so make sure every point of interest also offers a clear path to action.

Examples to guide customers to booking include:

• Add a “Book Now” button next to every “Learn More”
• Embed your booking calendar on activity detail pages
• Remove unnecessary steps from the booking flow

Great navigation = higher conversions

Navigation isn’t just part of your design — it’s part of your sales funnel.

If your site doesn’t clearly answer: “What can I book?”, “How much does it cost?”, or “Where do I click next?”, you’re not just creating confusion, you’re missing revenue.

Small changes in structure and labeling can make a big difference in performance.

Want to audit your navigation?

We created a simple checklist to help you spot and fix the most common website issues — including navigation, CTAs, and mobile UX.

Download our Website Optimization Checklist and start improving your conversion rate today.