Redesigning a hospitality website to drive revenue growth
A global hospitality company sought to overhaul their website and increase conversion via data triangulation from website performance metrics, stakeholder requirements and customer needs.
Client
Hotel & Service Apartment Company
Industry
Travel & Hospitality
Services
Research & Insights, Strategy & Innovation, Design & Delivery
The challenge
After their initial website launch in 2020, our hospitality client wanted to stay up to date with digitally-savvy competitors and improve their site’s conversion and engagement rates. The team engaged PSYKHE as UX experts to evaluate their current website and propose design recommendations to achieve these goals.
With multiple stakeholders across their corporate, regional and property functions, any website changes had to fit within a web of internal and customer requirements. The challenge posed to PSYKHE is as such: how can we capitalise on current website analytics, stakeholder knowledge and needs, and direct-from-customer insights to achieve a website redesign that drives real results?
Internal stakeholder workshop
The approach
Throughout a 14-week period, PSYKHE conducted an in-depth analysis of the hospitality client’s website performance and requirements, then delivered high-fidelity design screens as well as a detailed UX report.
We gathered data across 3 streams:
Evaluation of client’s website analytics
Requirements gathering workshops with internal stakeholders
Usability testing with hotel guests
Our evaluation of our client’s website analytics took place across Microsoft Clarity, Adobe Analytics and Google Analytics. We combed through user behaviour flows, studied heatmaps, page traffic and bounce rates, and identified trends according to user and business goals. Through our analytics review, we gained a clear picture of which pages and content formats were encouraging user attention and conversion, as well as which paths might be misleading users and causing drop-offs.
With the hospitality client’s variety of stakeholders in mind, we also conducted three 90-minute workshops with corporate, regional and property stakeholders to gather internal requirements and surface pressing problem areas. These stakeholders’ voices were brought together for the first time in a UX-focused environment, enabling us to dive deeper into each business function’s unique needs and struggles.
With website analytics and stakeholder insights as a basis, we conducted 8 usability tests with customers across their largest markets – UK, USA, Singapore, Europe and Australia. Our usability tests were focused on key touch-points within users’ booking journeys: making a reservation or signing up for the membership. Usability tests gave us the added opportunity to hear from customers directly about their needs and struggles. We were able to validate the numerical findings of website analytics, putting real stories behind quantitative data while ensuring there were no paths left unexplored in our designs.
Internal stakeholder workshop activity board
User behaviour flows
Website heatmaps
The impact
15
Implementation-ready design screens 🖥️
20
Actionable recommendations developed ✅
10%
Projected revenue growth upon successful implementation 📈
As the first UX evaluation of our client’s website since its launch, PSYKHE’s recommendations are projected to increase the rate of direct bookings users make through the website. Our mobile and desktop designs tie user satisfaction with internal stakeholder goals, honing the overall user journey while ensuring that stakeholder needs are considered and met.
3 key drivers of user engagement and conversion were identified as areas for enhancement:
Designing with mobile interfaces as top-of-mind
Ensuring visibility of critical information and user paths
Optimising site navigation
Our work augmented the hospitality company’s internal digital and marketing team’s efforts through rigorous data analysis and UX design expertise. Critically, PSYKHE brought to life the customer-centricity that the hospitality management team aspired towards but had thus far struggled to apply.
With these designs and UX recommendations, our client is primed to prioritise their resources and make website investments to meet, and exceed, competitors’ offerings.
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