websites that wow!...case study - inntravel fast to find 15 % increased traffic year-on-year...

Websites that WOW!

Peter Matthews & Jonathan Davey

Websites that WOW!(and the need for speed)

Websites that WOW!Websites that WOW!

WOW!customers

Looks good,

inspirational

Engages

and delights

the user

Easy

to use

Exceeds customer needs

and expectations

WOW!your CEO

Attracts

and converts

the target

audience

Easy to

manageStable and

reliable

Exceeds business needs

and expectations

Websites that WOW!

The need for speed

Websites that WOW!The need for speed

Customers

expect it…We live in an

‘insta’ world

Real-time

expectations,

all the time

Slow now

means noDon’t get left in the slow lane

Brands

need it…

More

efficient

marketing

spend

Increased

engagementHigher

conversionsSlow costs more in marketing

Websites that WOW!

What is fast?

Websites that WOW!What is fast?

1Fast to find

2Fast to load

3Fast to use


Right

context

1Fast to find

Prominent

position

Link to

right page

Even more important

to be on page 1 of Google


Good code

from front

to back

Clean, fast

front-end

code

2Fast to load

Smart

technical

stack

Scalable

architecture

Optimised

images,

CSS and JS

Caching

layers

Optimised

DB

Make use of

a CDN

Build to the

AMP standards

Use Google’s

AMP cache


Easy to

navigate

Great user

experience3

Fast to use

Clear calls

to action

Engaging

designConverts interest

into bookings

Websites that WOW!

Case study - Inntravel


Fast to find

15%increased traffic

Year-on-Year

Improved SEO ranking and traffic


Fast to load

25%faster page load

times with AMP

Designed and built to be fast

Additional page speed improvements with AMP


Fast to use

30%increase in goal

conversions

Positive user feedback

Improved goal conversions into search and product views

Websites that WOW!

Conclusion

Websites that WOW!

Faster is definitely better.

Websites that WOW!

Deliver websites that WOW!1. Get the IA and UX right

2. Design an engaging brand experience with great content

3. Partner with an expert agency who can utilise AMP

4. Pay attention to the server architecture

5. Align with a precise search strategy

Websites that WOW! TRANSFORMING

BRAND

HORIZONS

Thank you!www.nucleus.co.uk

1 Travel Forward 2019: Bringing England’s Historic Cities to life with AR

BRINGING ENGLAND’S HISTORIC C IT IES TO L IFE THROUGH AUGMENTED REALITYBen Moore – Hex DigitalMelanie Sensicle – England’s Historic Cities

© 2020 Hex Digital Ltd. The ideas and images contained in this document are the intellectual property of Hex Digital Ltd and are subject to copyright.

26 F

EB

RU

AR

Y 2

020

T O D A Y

1 Travel Tech Europe 2020: Bringing England’s Historic Cities to life with AR

More about England’s Historic Cities + Hex

The challenge & the brief

England Originals: The tech solution

Key questions

Audiences questions

A

B

C

D

E

- A B O U TU S -


S E C T I ON

A

A B O U TH E X• Award-winning integrated, full-service digital

agency based in Farringdon, London

• Established for 12 years

• Team of 30+ creative digital natives: strategists, producers, designers, developers, marketers, illustrators, animators and videographers

• Experience working across multiple sectors including travel & tourism, hospitality, fashionand sports


A B O U TE N G L A ND ’ S

H I S T O RI C

C I T I ES

• Consortium of 15 cities (16 destinations)covering the length and breadth of England

• Well-connected via rail & road

• An offer which has much in common but individual too

• English Heritage, London and Partners and UK In-bound project partners

• Recieved funding via the Discover England fundin 2015


- T H E C H A L L E N G E & T H EB R I E F -

5

S E C T I ON

B

Travel Tech Europe 2020: Bringing England’s Historic Cities to life with AR

T H E C H A L L E NG E• International consumers know very little

about regional England

• Beyond London it is difficult to attract the attention and interests of international visitors

• The travel trade lack tools with which to sell regional England

• Heritage struggles to appeal beyond an oldercore audience

• The visitor experience of heritage destinationsis ‘look and learn’ rather than ‘feel andexperience’

6 Travel Forward 2019: Bringing England’s Historic Cities to life with ARTravel Tech Europe 2020: Bringing England’s Historic Cities to life with AR

T H E B R I EF• Use AR to present England’s Historic Cities in a

way which engages a younger, Americanaudience

• Ignite a genuine interest in England’s Historic Cities through useful, contextual content

• Deliver innovative experiences that willgenerate word of mouth and PR - both in-market and out

• Add value at each stage of a trip: planning,experiencing, sharing and reflecting

• Package up heritage products making them exciting, attainable and ultimately consumableexperiences

7 Travel Forward 2019: Bringing England’s Historic Cities to life with ARTravel Tech Europe 2020: Bringing England’s Historic Cities to life with AR

10

T H E A PP• Primary goal of telling real, interesting human

stories about each of our 16 destinations

• Original version of the app used little AR,updated version made use of new capabilities afforded by ARkit (iOS) and ARcore (Android)

• 150+ stories told through almost 100 pieces ofAR content

• Designed to be used pre-visit as wellas in-destination


WHAT WERE THE KEY CHALLENGES IN USING

EMERGING TECH?


13

WERE THERE ANY UNEXPEC TED OUTCOMES?


14

COULD WE HAVE ACHIEVED THE SAME WITH ESTABLISHED TECH?


15

DID IT ACHIEVE WHAT WAS INTENDED?


Q U E S T I ON S ?


HEXDIG ITAL.COM | 12 Greenhi l l Rents , London EC1M 6BN

Questions and more information:

BEN@HEXDIG IT AL .COM | 020 7 8 5 9 4 6 4 0

mailto:[email protected]

websites that wow!...case study - inntravel fast to find 15 % increased traffic year-on-year...

Documents