Cameron FrancisNovember 29,2013

Making of Top Travel‏

Category: Case Study – Australian Based Travel Agency enjoys increased user engagement, impressive design and Easy to Manage Website with WordPress CMS

Key Objectives:

  • Online branding through corporate design
  • Increased user engagement through impressive website design
  • Targeting mobile audience
  • Content Management System for updating content
  • More Leads and Conversions

The attached screen shot of the home page speak volumes about the new design. The specified objectives have been achieved by our creative design team to the satisfaction of our customer.

Our Solution:

Adoption of Web 2.0 Design Standard:

Clear and crisp design with precise information is what visitors like, and get impressed by. The design principles used in this design are specified in the Web 2.0 design standard and pertain to web design, spacing, font size, color contrast, and navigation. As a result, site visitors can enjoy straight forward navigation through the various sections of the site. In addition, the site makes it very easy for site visitors to achieve their primary and secondary objectives, resulting in a higher conversion rate.

Front Page:

Top Travel is an Australian Based Travel Agency providing escorted Tours and Holiday packages to Italy including providing services such as hotel booking, car rental, flight booking and personal local companions as a guide.

Highlighting seven primary destinations, Rome, Florence, Naples, Venice, Milan, Palermo, and Turin for which they provide services was the primary objective of the client.

To represent this creatively, we adopted banner attached navigation above the fold which clearly depict each destination, clicking on any one of the destination will bring the user to a page with a more detailed description of the destination of interest..

The banner is large enough to present a high resolution image of all destinations, and include the main attractions for that destination with a space for catchy highlights that creates an alluring call to action.

Below the banner, there is a space for introductory content, which further helps in establishing a positive image of the agency by integrating the history of their services.

Elements in the remainder of the layout are chosen strategically for branding purposes along with providing positive signals to search engine by the inclusion of keyword rich content.

This portion of the home page includes an HTML slider which presents “Places to Visit” which is comprised of small screen shots of specific destinations with content designed to motivate viewers to click on their destination of interest to explore more detailed information.

For any travel agency, acquiring the trust of their potential customers is a very high priority. With this in mind, we included a testimonials section above the footer so potential customers can view the positive comments made by previous clients and contact the agency directly on the provided contact form.

Destination Pages

Most people who are planning a vacation like to create an itinerary which includes the various destinations and sites they are interested in seeing. Additionally, they want to have information regarding dining, accommodations, transportation, and nightlife, so they can make informed choices prior to their departure.

Therefore, there is a page that is associated with each destination of interest that informs the traveller in regards to the points of interest, accommodations, dining, transportation, entertainment, and more, which are available in each of the destinations.

On each of these destination pages the top portion of the page (above the fold) provides some historical information and the main tourist attractions associated with the destination, the remainder of the page provides additional information on dining, accommodations, and more.

A blog is also incorporated into the site and it contains helpful travel articles and tips to provide further value to potential travelers and give them a reason to return to the site for additional information. The blog is updated regularly with fresh, informative Italian travel related content.

Technology Used

The customer’s existing site was not designed with a mobile audience in mind. Since a large proportion of internet accesses are performed on mobile devices, this was problematic for the customer. Therefore, we had to create a design that would provide mobile customers with an excellent user experience. We accomplished this by creating a responsive website design using HTML5. As a result, the usability of the site was dramatically increased for mobile visitors.

For ease of content updates, we have integrated WordPress as a content management system. By using this CMS, clients don’t need to contact a web designer or developer to update content or make minor changes in the website. The interface provided by Word Press makes the task of performing updates straightforward, even for those that are not computer savvy.

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Author: Cameron Francis Cameron Francis is the Director of eTraffic Group. He has been engaged in all aspects of online marketing for the past 8 years. He is actively involved in SEO, Paid Search, Social Media Optimisation, and Web Design.

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