The challenge
To develop the existing ‘brochure ware’ style site, to an acquisition focused site without losing it’s sensory appeal.
The approach
Whilst the original brief was simply to ‘improve navigation’ to make the site ‘work better’, our method of probing and questioning, revealed a need to understand the online customer groups better and drive them to some form of action whether it was receiving a newsletter or booking a treatment.
We re-developed the site from a tables structure to CSS to improve usability and search engine optimization (SEO). We really analysed the statistical data from the site. Establishing, who was going where? Where were the drop out points? What actions did people take on the site? We turned the data in to true customer insight; identifying detailed user profiles for specific groups of customers. Finally we developed user flows specific to the customer segments and provided improved methods of calls to action.
The result
The website has started its transition to an acquisition driven website. Key actions are prioritizes and monitored for effectiveness and traffic can be focused to different points through other channels such as PPC and email marketing. Working with the client we are pushing forward the boundaries of multi-channel personalization to increase bookings and organic growth. Changes made to the website are driving our e-marketing strategy which has improved bookings dramatically. Importantly the ongoing improvement in the data collection enabled ongoing refinement of customer segments and profiles to ensure consistently improved targeting.
Who is Aqua Sana?
One of the UK's best known Spa brands, part of the Center Parcs group.
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