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The Cavendish London

The Results

148% increase in revenue from mobile visits in 8 months

148% increase in revenue from mobile visits in 8 months

78% increase in direct online revenue

78% increase in direct online revenue

53% increase in conversion rate

53% increase in conversion rate

Website build paid for itself within 1 month of going live

Website build paid for itself within 1 month of going live

The Brief

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.
Top 4-star hotel centrally located in St James, London

Profile: Top 4-star hotel centrally located in St James, London

230 rooms

Room Capacity: 230 rooms

19% room revenue is generated through the website

Online Turnover: 19% room revenue is generated through the website

Design |Strategy | Marketing | Booking Engine

Services: Design |Strategy | Marketing | Booking Engine

The new design of the website showcases the hotel beautifully and we are delighted with what the team delivered. We are so happy with the mobile enhancements that have contributed to a significant increase in online return.
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The Approach

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Any technical issues caused by outdated code were resolved with the new website launch, improving page speeds and eradicating compatibility problems.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 the 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.

 

Read more: Why Mobile-First Design is Customer-First Design