A HIGH END MAGAZINE-FEEL PROVIDING COMPELLING REASONS TO VISIT.
A site that compliments the unique personality of the area.
The Problem
The client came to us with the following challenge.
- The website should be a bespoke design incorporating the Visit Worcestershire branding and provides an online representation which compliments the unique personality of the area. It should offer a high end magazine feel and provide compelling reasons to visit. It needs to be responsive on mobile, tablet and all common browsers. The site should provide a seamless user experience and increase our on-site engagement.
- The trade section of the site should be an easy to use reference point for businesses and stakeholders. A ‘one stop shop for businesses’."
The Solution
To solve this challenge we set about creating a design that 'got under the skin' of the Worcestershire region. And then packed the website full of content discovery tools to help get users engaged! The Visit Worcestershire website includes the following features:
LOCATION CATEGORIES
- The ability to group together content (business directory, offers, events, competition, itineraries and blog sections) from across the site on to a single landing page for a specific location.
INTERACTIVE DESTINATION MAP
- An interactive map that works in two stages: (1) The map displays. The user is able to click on each region to display a summary card about that region. The two actions after that are 'explore area map' (which starts stage 2) or 'learn more' which opens the region page, and (2) A selection of entries from that region appear on the map, and are plotted by pins. The user can click onto a pin and summary information on the entry appears. The user has the option to then close the summary and return to browsing or be directed to the entry listing.
AVAILABILITY SEARCH
- Accommodation search which pulls in availability data from a range of different back-office PMS systems and allows users to search by start date and end date and number of people.
EXPERIENCES SECTION
- A section of the website dedicated to bookable experiences. Users can view and filter all the bookable experiences, and then using the embedded booking widgets make a booking directly with the experience provider without ever leaving the Visit Worcestershire website.
Modules installed include
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Trip Planning Wizard
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Interactive Destination Map
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Location Categories
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Integration - Cookie Consent (Cookiebot)
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Accommodation Availability Search
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Business Login
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Tiered Membership Structure
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Multi-site DCMS
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Food & Drink Finder
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Experiences Section
The Results
- Each month between 25% - 40% of users view a business directory page – well above the industry average of 18%.
- During their Taste Worcester campaign, over 70% of visitors to the website viewed an offer listing, with 30,000+ visits to the Taste Worcester campaign page resulting in a 10% conversion rate.
- The average number of page views each month increased by 205% between Mar ’23 and Oct ’23.
- A 118% increase in email subscribers in just three months between Aug ’23 and Oct ’23.
- On average 17% of users view blog content – 3.5x the industry average of 4%.
- An average session duration of 128 seconds, 20 seconds above the industry average of 109 seconds.
OVERALL IMPACT: 33% increase in traffic in 2022, 23% increase in traffic in 2023.
"I love the DCMS. It's so intuitive and easy to use. The reporting dashboard is a game changer for us too. It's easy for us to understand what's working and what can be improved."
Owen Brown, Content Creative
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