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Peak Edge Hotel
Universal Design Toolkits
Electronic & Web Based Communication
Peak Edge Hotel
Peak Edge Hotel are looking to capture more online bookings, lower their website drop-off rate and improve their customer website engagement.
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Universal Design Toolkit for Customer Engagement
Electronic & Web CommunicationHaving an accessible website makes good business sense…
Accessible sites are more visible to search engines, 50% faster to navigate and they can also offer savings through reduced maintenance costs.-Destination London, Making your website accessible.
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Old Website Statistics• 18,524 page views between 10/05/15 - 10/06/15.• Average time spent on the site: 1 minute 26 seconds.• 89.68% drop-off rate.
Typical reasons for High Drop off Rates:1. Users leave the site due to usability or design issues.2. Users found all the information they needed on the entrance page.
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Universal Design Toolkit for Customer Engagement
Design Problems:
• Confusing layout• Too much information, varying image
sizes.• Poor legibility
• Font too small, large chunks of text.• Confusing navigation
• Too many tabs, no indication of which page you are on.
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Review of the Original Home Page
Befo
re Ch
ange
White text on bright background is hard to read
Text in image is too small and not legible
Too much information and text.
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Reduced text and larger font size.
Links to capture more bookings.
Text darkened and given more space.
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Afte
r Cha
nge
Outcomes of Changes to the Home PageGoogle Analytics Comparisons
Increase in time duration• People are now spending over 160% longer looking at the rooms,
events and deals on the homepage.
Universal Design Toolkit for Customer Engagement
Sessions Duration Drop-off RateOld Website 7700 16 seconds 85.1%
New Website 8600 42 seconds 28.1%
% Difference + 11.5% + 163% - 67%
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Review of Original ‘Hotel’ PageDesign Problems:
• Small text size • Information is difficult to see and read.
• Poor layout• Priority information is located near the end of the page.
• Confusing navigation• Tab to show current page is not highlighted.
Universal Design Toolkit for Customer Engagement
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Tab that you are on is not highlighted
Special Offer hidden away
Font size too small and not legible
Hard to find how to book.
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Befo
re Ch
ange
Final
Prop
osal
Simple and intuitive link to make a booking
Legible and clear layout of room options
Current tab highlighted
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Afte
r Cha
nge
Outcomes of Changes to the ‘Hotel’ PageGoogle Analytics Comparisons
Increase in time duration• People are no longer searching for information, but are looking at
the rooms.
Universal Design Toolkit for Customer Engagement
Sessions Duration Drop-off RateOld Website 401 31 seconds 54.6%
New Website 1600 42 seconds 20.4%
% Difference + 300% + 36% - 63%
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Review of Original ‘Bar & Bistro’ PageDesign Problems
• Poor legibility• Small font size and too much text.
• Confusing layout• No titles makes important
information hard to find
• Unclear navigation• No booking information easily
found.
Universal Design Toolkit for Customer Engagement
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No title for Opening Times or Special offers
Too much textNo booking information
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Befo
re Ch
ange
Universal Design Toolkit for Customer Engagement NDA - Universal Design Toolkit
Opening hours title and box
Direct link to menus
Easy to find booking link
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Afte
r Cha
nge
Outcomes of Changes to the ‘Bar & Bistro’ PageGoogle Analytics Comparisons
57% decrease in the drop-off rate• People are now clicking to menu pages and booking pages.
Universal Design Toolkit for Customer Engagement
Sessions Duration Drop-off RateOld Website 366 54 seconds 69.1%
New Website 826 33 seconds 12%
% Difference + 126% - 39% - 83%New Dinner Menu 584 57 seconds 50.2%
% Difference + 60% + 6% - 27%
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Overall Business Outcomes
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Overall OutcomesDrop-off rate - 63%
Online bookings + 300%
Page views + 64%
Duration on the website + 63%
Peak Edge hotel have:• captured more online bookings,• lowered their website’s drop-off rate,• improved their customer website engagement.
Universal Design Toolkit for Customer Engagement
Why use our toolkits?
Universal Design will help you to:• Increase your number of repeat customers. • Improve word of mouth referrals and online reviews.• Improve how you successfully communicate to a wider market.• Increase spend by your customers.
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Download the toolkits from
www.VisitEngland.com/businessadvice
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