With a simple widget that isn’t connected to an API and that doesn’t even track the conversions of the booking engine, will you really increase your conversion rate a 40%?

Why do we think that a widget can be useful, while we have a website with design flaws and usability problems that doesn’t transmit anything? Or a simple booking engine that hasn’t been upgraded in ages and doesn’t use CRO techniques or which persuading messages are nonexistent or wrong (for example, the sense of urgency is in green and the positive reinforcement in red - the contrary of what it should be-).