Case StudyNew site brings in 3x the booking revenue


Increase direct booking conversions on website


the challenge

The resort’s previous website suffered from outdated, static content, poor design and usability flaws – such as forms and CTAs below the fold, and pages accessible only after 5 or more clicks.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. 


insight & strategy

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:

  • No content or CTAs in the most accessible/viewable parts of the page
  • Counterintuitive placement of offers
  • Booking widget below the fold
  • Lack of relevant and engaging content
  • Outdated and missing SEO elements

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.


The result

54.8%increase inaverage monthly booking revenue

  • Over a 6-month period, we increased the number of Average Monthly Unique Visitors by 29.7%
  • Over 12-months we generated an increase in number of Average Monthly Bookings by 33.1%(that's 3x the expected conversion lift from the redesign)
  • In the first year, average Monthly Direct Online Booking Revenue increased by 54.8%
  • By the middle of the second year, the website was generating well over 30% of total booking revenue
  • By the end of the second year, booking revenue from the website had tripled


Summit International Marketing Effectiveness Award


Visit Florida Flagler Award

for increasing tourism to a Florida-based destination


Advertising Federation Silver "ADDY" Award

for creative excellence


About the client

Hawks Cay Resort is an award-winning luxury beach resort located in the Florida Keys. A member of the Preferred Hotel Group Lifestyle Collection, this 60-acre, tropical destination boasts 177 guestrooms and 210 two- and three-bedroom villas, a full-service marina, six restaurants, a saltwater lagoon, five swimming pools, kid and teen clubs, and spa. Situated roughly halfway between Key Largo and Key West alongside the aquamarine water of the Atlantic Ocean, guests enjoy offshore, flats and backcountry fishing; diving; kayaking; standup paddleboarding programs.

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