Driving conversion through testing, optimization of Beach Colony Resort Homepage

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Driving conversions through testing of Beach Colony homepage

Situation

Boasting a wide variety of family-friendly amenities and an oceanfront location in the heart of Myrtle Beach’s best shopping and attractions, Beach Colony generated 14,500 room nights from more than 3,600 reservations last year.

The property introduces luxury at an affordable price featuring two, three and four bedroom condos and is constantly striving to improve digital conversion rates.

Its marketing team is tasked with a website evaluation to discover possible areas of conversion rate improvement


Challenges

Beach Colony’s data showed that consumers interacting with its virtual tours page had a higher conversion rate.

90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. (Sources: 3M Corporation and Zabisco)

Fuel was faced with the challenge of strategically pushing consumers to the page without negatively affecting its conversion rate.


Strategy

In order to increase traffic to Beach Colony’s virtual tours page, Fuel created an A/B test on the property’s homepage, where it was known that consumers interacting with its photo grid also had a higher conversion rate.

Beach Colony Case Study Version 1

Version 1

Version one presented the consumer with the original photo grid, which contained images and links to the golf, accommodations, amenities and dining pages of the site.

Beach-Colony-Case-Study-Test-2

Version 2

Version two presented the consumer with a new photo grid, which contained images and links to the accommodations, amenities, dining and virtual tour pages of the site.

Fuel also rearranged the photos within the grid of version two so those with the highest conversion rates were displayed larger.

The seven-week test served a 50/50 split of 33,250 visits to the site and excluded mobile devices.


Results

  • The new version had an 8% higher conversion rate than the original version of the photo grid and generated 10.7% more revenue. 
  • There were 48% more clicks to the photo grid and those who clicked on any image from the new version generated 22% more revenue than those who clicked on the default version
  • There were 47% more clicks to the new, larger accommodations image generating 83% more revenue. 
  • There were 400 clicks to view the virtual tours page accounting for 23 room nights booked. The new version of the photo grid was made live on the site upon conclusion of the test.

Source: “19 Reasons You Should Include Visual Content In Your Marketing Data”

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