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You offer a great taxi or transfer service. You know it. Your regular clients know it. But still — some weeks are quiet. You check your inbox. No new bookings. You wonder: “Is it the economy? The season? Do I need to spend more on ads?” Often, it’s none of that. The real issue lies deeper — in how your booking process works behind the scenes.
You might be losing bookings not because of low demand, but because people drop off somewhere along the way. Not enough traffic. Not enough trust. Not enough clarity. And it all adds up. That’s why it’s worth breaking the process down — step by step — and rebuilding it based on clear numbers and real behavior.
In our previous article, we looked at where your bookings might be slipping away — by following the customer’s journey step by step. (If you haven’t read it yet, we highly recommend starting there — it shows what’s happening behind the scenes when potential clients don’t complete their booking.)
Today, we’ll look at the same question from a different angle:
What’s really driving your bookings — and how can you improve it in a structured, measurable way?
Let’s break it down into a simple but powerful formula:
Bookings = Traffic × Conversion Rate
In other words:
How many people find your service × How many of them decide to book
Sounds obvious? Maybe.
But once you start using this formula to analyze your process — everything becomes much clearer. You stop guessing and start fixing exactly what’s not working.
In this guide, we’ll go through each element of this formula and show you:
- Where to focus
- What to measure
- What to improve (with real tips that work in taxi and transfer businesses)
Let’s start with the first part of the formula: traffic.
Step 1. Traffic: Are the Right People Even Seeing You?
Let’s start with the basics: traffic.
Traffic means the number of people who land on your website, open your Google profile, visit your social media, or see your booking widget.
But not all traffic is helpful.
You don’t just need numbers — you need the right people. That means people who are actually looking for the kind of service you offer, in the place and time you offer it.
Imagine this:
- A person types “airport transfer Antwerp tomorrow 6 am” — that’s your ideal client.
- Someone browsing “cheap drivers worldwide” — probably not.
That’s the difference between targeted traffic and random traffic.
📌 So here are a few things to check:
- Are you showing up in Google when people search for what you offer?
- Is your business listed on Google Maps, local aggregators, and booking platforms?
- Do past clients recommend you — and do you appear in their reviews or posts?
- Are you visible in the right areas — or lost among low-quality listings?
📉 If the right people don’t even know you exist, they won’t come to your website — and definitely won’t book.
Not sure how to bring in the right traffic? We’ve broken it down in our SEO guide for taxi businesses
Step 2. Conversion: Do Visitors Actually Want to Book?
Now let’s say someone did click through to your website. Great!
But here’s the next question: will they stay? Will they trust you? Will they take action?
This is the conversion stage — the moment where a visitor turns into an actual lead or booking.
And what helps them decide?
🧭 First impressions matter. Ask yourself:
- Does your website look clean, modern, and professional?
- Do you have a clear logo, consistent branding, and structured content?
- Is your domain name easy to remember and trustworthy (like .com, .be, .de)?
- Does the site load quickly on both desktop and mobile?
- Do you show real photos, reviews, and licensing info?
- Do you have active social media profiles — and do they contain enough relevant and up-to-date information?
If the answer is “not really” — your visitor may click away within seconds.
Here’s the thing: the visitor is not comparing you to other taxi companies. They’re comparing your website to every online service they’ve used.
If your design looks outdated or your content feels vague, they’ll assume your service is too.
🔗 Want to know what a trusted website looks like in this industry? Read our guide on website design for taxi companies
Step 3. Measure, Monitor, Improve
You’ve got traffic. You’ve worked on conversion. But how do you know what’s really working — and what’s just guesswork?
That’s where measurement comes in. If you don’t measure, you can’t improve.
📊 Think of your booking funnel like a system. Every part matters — and if something isn’t working smoothly, you’ll start losing potential clients. Metrics help you understand where the problem is and what to fix.
Here are the key numbers to track — and what they show you:
✅ Visits per week/month
This is your traffic — the number of people who come to your website or booking page.
If the number is low, it usually means one of two things:
• You’re hard to find in search
• Your links (Google Maps, social, ads) aren’t getting enough clicks
- How to track: Google Analytics or your website builder’s stats dashboard
✅ Click-through rate (CTR) from Google
Out of everyone who sees your site in Google — how many click through?
A low CTR means people see your listing but don’t find it attractive or trustworthy.
- Healthy CTR: usually 10% or more is a strong sign
- How to track: Google Search Console
📌 If your CTR is low, try improving your page title, meta description, or Google review score.
✅ Time spent on page
How long do visitors stay before they leave?
If it’s less than 10–15 seconds, something went wrong — they didn’t find what they expected or didn’t feel safe.
- What’s good: 45+ seconds is a sign of real interest
- How to track: Google Analytics
✅ Form conversion rate
Out of 100 people who visit your site, how many send a booking or inquiry?
This is one of the most important metrics — and often one of the weakest points.
It reflects how well your form or contact method works:
• Is it clear what to do?
• Are there too many steps?
• Does it work on mobile?
• Is there confirmation that the message was sent?
- How to track: Google Tag Manager or form tools like Tally, Typeform, HubSpot
- What to aim for: 2–5% is average, 7–10% is very strong for taxi/transfer websites
✅ Drop-off point in the bookings process
Where exactly do people leave your site?
If many users reach your booking page but don’t complete it — you might be asking for too much or the form isn’t mobile-friendly.
- How to track: Tools like Microsoft Clarity, Hotjar, or Google Analytics (event tracking)
- What to watch for: sudden drop-offs, page exits, or rage clicks
✅ Response time to new inquiries
How quickly do you reply after someone sends a message or request?
This one often makes or breaks the booking.
- Ideal: under 10 minutes for chat or WhatsApp
- How to track: manually, or using tools like WhatsApp Business, Facebook Inbox, or CRM apps
⏱️ The faster your reply, the higher the chance of winning the client — especially if they’re messaging multiple companies.
✅ Bookings success rate after reply
Once you respond — how many of those people actually book?
If this number is low, your replies might be too cold, too short, or unclear.
- How to improve:
• Be polite
• Add a clear next step
• Always end with a question (e.g. “Would you like me to confirm the booking for you now?”) - How to track: manually or using CRM + WhatsApp integrations
👇 Why this matters
These aren’t just marketing numbers — they help you:
• Understand where you’re losing real clients
• See what to fix (instead of guessing)
• Test if your changes actually work
• Spot problems before they get worse
💡 Even small improvements at each step can lead to a big increase in confirmed bookings.
4. What to Do With These Insights
You don’t need to change everything at once. Start with small steps — but base them on real numbers, not just assumptions.
🛠️ Start with measurement.
Pick 2–3 key metrics from the list above. Track them weekly. Even a simple spreadsheet is enough.
🔍 Look for bottlenecks.
Where exactly are people dropping off? If you have 500 visits but only 2 bookings, something’s wrong — and now you know where to look.
⚙️ Make one improvement at a time.
Don’t redesign your whole website. Try updating your form. Or rewrite your first reply message. Or simplify your booking steps. See what changes.
🧪 Test, observe, adjust.
After every small change, give it a few weeks. Look at the numbers again. Did things improve?
🧠 Keep learning.
Marketing isn’t guesswork. The more you track, the better decisions you’ll make. Over time, these small tweaks will bring major results.
Final Thoughts
Getting more bookings isn’t just about spending money on ads or shouting louder than your competitors. It’s about understanding what’s happening at each stage — and fixing the small things that quietly push clients away.
You don’t need to become a marketing expert overnight.
Just start looking at your booking flow like a system: Where do people come in? Where do they drop off? And what’s one thing you can improve this week?
Even small improvements — made with clarity and intention — can bring big results.
And if you want a system that already takes care of the details — from first click to confirmed booking — we’ve built it for you.
Simple, clear, and made for transfer businesses like yours.
