Presenting Paradise a clear path for conversion

Website Development

Presenting Paradise a clear path for conversion

Situation

The Paradise Resort is one of the flagship resorts in Myrtle Beach, SC and ranked #8 on TripAdvisor. The resort is oceanfront in the heart of the city and features 178 rooms, several pools and water features, on-site dining and banquet facilities.

The resort’s marketing team is charged with maximizing RevPar through both traditional and digital means.


Challenges

The Paradise Resort had an aging site that did not provide customers a clear path to booking nor did it provide a compelling system for mobile visitors. As a result, the site had an overall conversion rate of 0.42%, below the market industry average.


Strategy

Fuel began a site relaunch program consisting of a new responsive design with streamlined conversion funnels into the booking system.

The design was simplified to focus on the key selling points for the resort, with each element designed to generate a customer transaction.

In addition to the new, conversion-focused, design the site was built to be entirely responsive to the customer’s browser, ensuring an optimal viewing experience for all visitors.


Results

Immediately following the launch of the new responsive website design, site conversion rate jumped 97.6% to 0.83%, above the market average as well as brought in record site profits.

In addition to improvements in online bookings, the resort call center experienced an increase in calls and revenue.

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