The look-to -book (L2B) ratio is a metric used in the travel industry to compare the number of website visitors to the number who actually make a booking. A higher ratio indicates greater success in converting potential customers into actual buyers. For example, if a website had 1000 visitors who searched to rent a car, and 100 of them ended up making a booking, the look-to-book ratio would be 10% (100/1000).
A low look-to-book ratio may indicate problems with the company’s pricing, website usability, or other factors that are deterring people from making a booking.
Synonym(s):
- Look to book
- L2B
