CHALLENGE

To develop a strategic roadmap for the website that would retain and cross sell, bringing in new revenue from existing customers and to develop a marketing communications plan that would bring in new customers and new revenue. 

STRATEGY

Fjord West first performed a heuristic evaluation of the CanadaTravels.com website, identifying major usability problems and recommending solutions based on a standard set of best practices. Following the heuristic evaluation, we conducted a discovery phase, identifying business, marketing, communications and technical requirements of the site. From the requirements and insights uncovered, a website roadmap and marketing plan were developed.

EXECUTION

The roadmap for the site included:

• Information architecture (IA) and wireframes
• Rebranding and interface design concepts based on the IA and wireframes
• Content strategy and refinement based on SEO recommendations
• Coding and technical integration of third party ecommerce platforms
• CMS guidelines and training

The marketing communications plan focused on affordable and measurable drive to web tactics including Pay Per Click, Social Media Marketing (Twitter and Facebook) and electronic direct mail.

RESULTS

Since the revised site launched, we have seen:

• 49% higher pages/visit
• 67% higher time on site
• 44% reduced bounce rate

 

 

« Previous | All Projects | Next »