The resort’s previous website suffered from outdated, static content, poor design and usability flaws – such as forms and CTAs below the fold, and pages accessible only after 5 or more clicks. Yikes!
The bloated site with hundreds of low-performing pages was hurting ranking and conversion rate.
At the time Conversion rate was less than 0.5% of all site visitors and less than 5% of those in the booking engine actually converted. Client expected a 10% lift in conversion from the redesign.
During the planning phase, we conducted a thorough usability and conversion study on the website including heat-map and click pattern analysis, seasonal bounce rates, page flows and other web use trends. Using data tools such as Crazy Egg, Picwik and Google Analytics, found design flaws and conversion friction such as:
Insights drawn from the data were applied to the design and structure of the new website. Post launch, the agency continued to perform A/B testing to ensure the site is optimized for the best user experience and highest potential marketing return.
