REDESIGNING THE TOUR PAGE ON THE SITE TO GET MORE REQUESTS AND BETTER CONVERSION

SOMETHINGABOUTITALY.COM TRAVEL WEB SITE

SOMETHING ABOUT ITALY PROJECT

THE CHALLENGE

▸ My client approached me asking to improve the tour landing page on their website.

▸ The site is basically a blog for Russian tourists who are planning to visit Italy and who are looking for information about what to do, where to find accommodation and other practical information.

▸ The client was struggling because of very few tour requests during the year and asked me to improve the page to produce more conversions.

LANDING PAGE EVALUATION

▸ Initially, the tour landing page was really flat and boring.

▸ A long description went throughout the whole page from the beginning to the very end.

▸ Some pictures of the town here and there were placed throughout the page to make it look nicer. No call to action but a link at the end of the page to invite people to send a request for a tour. During the last year, the requests received were about 10.

RESEARCH METHOD

Survey

SOMETHING ABOUT ITALY PROJECT

RESEARCH METHOD - SURVEY

▸ First of all, I wanted to understand what a typical tourist is looking for when it comes to visiting a historical Italian town. For this purpose, I decided to use the client mailing list to make up a survey aimed to answer this question.

▸ Nobody likes surveys. To encourage people to take part in the survey we prepared a freebie for all those who participate. The result was amazing. Nearly the 50% of the subscribers took part in the survey.

SOMETHING ABOUT ITALY PROJECT

RESEARCH METHOD - SURVEY

▸ Together with the client, we prepared an e-mail campaign to get people involved in the survey. The e-mail management system used by the client was on MailChimp.

▸ The e-mail was very simple and clear. We invited people to take part in the survey. In change, they would get a freebie. The contrast of the “Go to the Survey” button was designed to get people attention.

SOMETHING ABOUT ITALY PROJECT

SURVEY - QUESTIONS

▸ Who do you usually travel with?

▸ How long would you like to spend on a town tour?

▸ What would you like to see most during a town tour?

▸ What budget would you determine for a town tour?

▸ How important are the following factors when it comes to choosing a town tour?

▸ Price

▸ Pictures

▸ Video

▸ Tour map

32%

68% 69%

31%

CAMPAIGN RESULTS

68% EMAILS OPENED 31% CLICKS 3370 PEOPLE COMPLETED THE SURVEY

DESIGNING THE PAGE

Sketch

▸ The results gave us an idea of what are the users' needs. What do they expect to see when they look for a tour? How much are they willing to spend on a tour? Who do they travel with?

▸ Answering those questions allowed me to better understand how to plan the design of the landing page.

SKETCHING

WIREFRAMING▸ The goal to achieve is simple:

inviting the user to book the tour. The design should be absolutely minimalistic to REDUCE THE USER’S COGNITIVE LOAD.

▸ A few pictures, the tour map, the price, a brief description and an inviting call to action is all I needed to make a great landing page.

DESIGNING WITH SKETCH APP - COLOR PALETTE▸ For the colour palette, I took inspiration from the heritage of

Ravenna: its wonderful byzantine mosaics.

DESIGNING WITH SKETCH APP FONT FAMILY

▸ The font family was dictated by the site brand and used in its different styles (normal, bold, light and italic) throughout the whole landing page.

DESIGNING WITH SKETCH APP CHOISES

▸ Studies conducted revealed that users read web pages on F shape. This information allowed me to rethink the further design of the page. The most important information, including the call to action, must be in the F part of the tour page.

▸ The research conducted at the beginning of the project also revealed that users feel more confident when they visualize the tour itinerary. This data was crucial to lead me to design an accurate itinerary of the tour. The following button was a perfect combination as a successful call to action

▸ Just a few more things were needed to make this landing page a real success.

▸ At the very end of the page, a 3 minutes video would allow the visitors to find out more about the tour.