A case from Russia: website Redesign St. Petersburg hotel Rossi

Rossi Boutique Hotel&SPA — hotel in St. Petersburg. In addition to high competition, the hotel segment can “boast” and other specifics — awareness. After careful analysis, audit of usability, audit of advertising campaigns and SEO audit, the project team outlined the key shortcomings of the Rossi website: The main page to. The main page after.

Prevent customers from losing interest in the hotel on the first minute of visiting the site and lost it for yourself, work on the project began with changes in the structure of the site. We have divided the main menu on the top and bottom, changed and increased the font, modified the “Gallery” — for greater clarity made it — and overhaul home page changed. First of all we have added to the header visible address and phone number of the hotel and the order button call. This also made the active widget of social networks to change to Rossi and the accounts module to switch languages — for fans of the Northern capital from other countries.

The footer of the site also underwent major changes. When the screen resolution is less than 768 pixels in height the footer was automatically phased, with widgets Tripadvisor and World travel awards, which are important to guests to know about the reputation of the hotel, remain visible constantly. To expand the footer, click on the button. So we more efficiently use the main space of the website. Here, the main workspace, weve added dynamic block with special offers and promotions.

As a result of changes in the time of the decision on further action and the time spent on the homepage was reduced from 1.33 to 1.04 for minutes. Page navigation has been made clearer, and the information is now filed more succinctly. Page rooms to.

Page numbers after. Page separate rooms to. Page separate rooms after. Key errors by the page numbers in the original version of the site was a small window show and need scrolling to become familiar with all the information. We “secured” the page height and added the ability to compare categories of rooms being on the same page.

This handy tool dramatically reduces the effort and saves them time and it can not arrange people to the hotel. The rooms themselves we have placed at the top of the page with the possibility of horizontal scrolling (slider). The side made a quick reservation and added the module with the current special offers.

Page of all the shares to. Page of all shares after. The promotions page to. The event page after. Promotions and deals we have modified by choosing a more attractive form of presenting information.

Previously, all deals are displayed on the screen total obscure list. We decided to restructure. As a result we have managed to reduce the percentage of departures from the page of special offers with up to 10.06 3,76%. This talks about the improvement of the structure, and that deals have become more attractive for users. Customers move to the detailed descriptions and studying the proposals in detail.

The contact page to. The contact page after. As a result of working with the contact page, the time visitors spent on it increased by 12%, indicating an increase in their interest.

By results of work redesign has been the key sections of the site. The main page, the page numbering of the Fund and of each separate room, section activities and special offers (public and private), page of partner programs and contacts (How to get). In addition, all pages were modified so that they can be viewed on screens with different resolutions. Technical improvements aimed at improving the usability of the site, took a team of 120 hours.

That eventually was made. Chat. The best price and reservation. A month after the launch of the upgraded site Rossi Hotel&SPA, we removed the indicators and found that the interest of the audience to the site has grown.

The bounce rate decreased by 2%, the quality of the audience has changed for the better. As a result, the number of viewed pages per visit increased by 5.3%. In other words, the site began to come more targeted visitors who are interested in this offer. The audience began to spend on the site in less time (on average three minutes vs. five), while significantly decreased while viewing a page, which suggests that navigation became clearer, and the information now presented correctly.

The result of redesign to. Schedule. The result of a redesign after. Schedule. The booking engine is one of the main tools of online sales for the hotel.

Therefore, when working on a new website structure we were not afraid of obsessions and included it in a separate window in all the main sections. The results showed that the availability and the classical form, and the form of armor, which we introduced, directly linked to the performance of website. However, an interesting detail. New users who come to the site for the first time, were reluctant to use the online booking.

To increase the number of visitors to the updated website of Rossi, it was decided to use contextual advertising. As advertising platforms selected “Yandex.Direct” and Google Adwards. Since the budget of the advertising campaign was small, we used only the maximum conversion promotional tools. Search advertising and retargeting.

Ads was configured in all of Russia, but because the competitive situation on requests in different regions can vary greatly, and the conversion is very different, all the regions were divided into four groups (Moscow, St. Petersburg, priority regions and the rest of Russia). Next was a detailed list of keywords. First of all we divided all inquiries into groups depending on the expected efficiency. As priority requests were taken keywords geo-referenced (indicate the location), indicating the level of the hotel (4 stars, good, expensive, boutique and so on).

It is these groups of keywords as the most promising has been made the main focus of the campaign. The third group includes General queries, the priority of which was lowered. The main activity was the increase in the quality of advertising campaigns and of CTR (P). Were the texts written individually for each request and a detailed list of negative keywords for all campaigns.

The result is higher quality targeted traffic, which was observed immediately after the first slice of data for advertising. In the first month of the campaign had received 20 complaints from customers. The cost of lead amounted to 1010 rubles. The return on investment ROI was 783%.

The figures are high, however, it was clear that these results could be improved. It was decided to examine rates of engagement and to review the effectiveness of query groups. On the basis of the conducted analysis it turned out to eliminate ineffective keywords. It was then decided to add in all ads the price of the rooms, which allowed to cut off insolvent audience.

Results table. Due to the actions taken and the adjustments to the advertising campaign we were able to reduce lead cost by 30% to RUB 707. The return on investment ROI increased by 27% to 904%. The result is greatly improved, and we move on.

In the summer of 2015, the hotels occupancy was so high that the free market often only been available in luxury rooms. And the customer has set a new ambitious goal — to ensure sales through the website categories of rooms cost from 12000 rubles per day. The luxury segment is relatively new, so there are many interesting works. In addition, we will be working on site loading in the low season and on promoting seasonal offers and additional facilities.

Will implement new ideas that will affect including visual perception of the information on the website.

Source: google.co.uk/blog/

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