Profile: Top 4-star hotel centrally located in St James, London
Size: 230 rooms.
Online Turnover: 19% room revenue is generated through the website.
Services: Website design & Arósuite CMS, digital marketing, business strategy.
To upgrade the client to a responsive website, with a specific focus on improving engagement from mobile visitors and enhancing the mobile experience for the visitor.
- The website build paid for itself within one month of the go-live date.
- Conversion rate improved by 77% in the eight months following the launch of the responsive site.
- Revenue intake increased by 72% on the direct online channel comparing the same eight-month period, year on year.
- Revenue generated by mobile visits has improved by 111%.
A significant increase in mobile visitors and a fall in revenue signalled an urgency to adapt to a responsive design on the website. Although the website had been performing well and delivering consistent bookings for a long time, an increase in the proportion of visitors using the site on mobile and not converting in 2016 resulted in an agreement to upgrade both the website and booking engine to a responsive design.
Any technical issues caused by outdated code were resolved with the new website launch, improving page speeds and eradicating compatibility problems. The website now seamlessly displays on mobile devices with no additional zooming or resizing required to read the content. Completing a booking is now a much speedier process, as forms are more easily clicked and buttons are prominent so that user intuitively knows what the next step is.
The content on the website is enticingly displayed and new elements engage the user. Items such as an interactive map displaying local attractions, shops and dining options help inform users and positively influence their decision to book. Website visitors can complete a booking in just a few clicks, as the option to check dates is available on every page. The website conversion rate improved dramatically, given that users aren’t led away or distracted from the booking process.
The new website was launched in August 2016, in time for the annual peak season. Since the launch, revenue intake has improved each month on the previous year. The mobile visitor is now more likely to complete a booking on the website, given the more user-friendly, intuitive interface.
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