Why Nice Airport's online bookings drop off

• 6purchase journeys audited, desktop and mobile
• 275internal links without anchor text found
• 8 100monthly searches on the priority keyword

Context

Nice Côte d'Azur Airport sells services online: parking, fast track, VIP lounge, baggage protection, a loyalty programme. In a partnership with the airport, working from its real data, I looked for where visitors drop off and what would lift conversion and qualified traffic.

What I did

• I went through six purchase journeys on desktop and mobile, screen by screen, and measured page speed (PageSpeed score of 67 on mobile, 79 on desktop).
• Acquisition channels: SEO brings the largest share of new visitors, direct traffic converts best, social brings volume but converts poorly. I also spotted a tracking error on the checkout and proposed a tagging plan.
• On fast track, a large majority of carts are abandoned. Likely causes: three clicks on “Continue”, a mandatory account before payment, a long form, a pop-up that cancels the booking, few payment options.
• Hypotheses to validate with Hotjar (click, scroll and form heatmaps, session recordings) and a sized A/B test plan (sample size and duration).
• SEO audit with Screaming Frog (275 links without anchor text, 69 meta descriptions too long, 12 images without alt text) and opportunity keywords: “parking aeroport nice”, 8,100 searches a month, the page ranks 28th.

Results

• Nine prioritised recommendations, including a one-page checkout, guest checkout, account creation after payment and autofill with Google Pay and Apple Pay.
• A ready-to-run A/B test plan and a page-by-page SEO roadmap (tags, structured data, H2s matched to search intent).