New Strategy, Optimizations and Personalized UX Boost Leads 500% In Under 30 Days

Unpacking Customer Data Insights

Learn how Arke’s Data-Led Optimizations Took Flight

Unpacking Customer Data Insights

Learn how Arke’s Data-Led Optimizations Took Flight

Story

Story

Vacation.com helps their customers plan the perfect vacation by matching them with hand-picked travel experts. Their redesigned site launched in early 2018 with a focus on driving consumers through the site and reducing the friction of connecting with travel agents to plan their dream vacations. Unfortunately, the leads weren’t flying in like the team would have hoped.

After analyzing UX, analytics, and industry research, Arke recommended pivoting the site’s focus from millennials to luxury travelers of all ages. Additional recommendations for best practices were also implemented.

Goal

Goal

In order to hit their sales target for the year, Vacation.com would need to drastically increase the amount of qualified leads generated from the site.

Challenge

Challenge

Arke was challenged with uncovering insights that would allow Vacation.com to enhance the way they engaged with their site visitors and to drive ROI. Using sound UX principles, analysis of customer data and behavior analytics  in combination with an in-depth industry research methodology, Arke was able to create a plan to help Vacation.com meet their sales goals and more.

Solution

Solution

Following our data-led optimization process, Arke audited the site’s UX and analytics to uncover opportunities to increase conversion. The following low effort, high-impact activities were prioritized for the first round of site optimizations:

  • Pivot site design and content to target luxury travelers
  • Elevate the value proposition
  • Personalize home page content to vacation type preferences
  • Increase opportunities for lead-capture via in-line forms and actionable CTAs

Solution

Solution

Following our data-led optimization process, Arke audited the site’s UX and analytics to uncover opportunities to increase conversion. The following low effort, high-impact activities were prioritized for the first round of site optimizations:

  • Pivot site design and content to target luxury travelers
  • Elevate the value proposition
  • Personalize home page content to vacation type preferences
  • Increase opportunities for lead-capture via in-line forms and actionable CTAs

Our Test, Learn and Iterate Optimization Methodology helped create the results our team wanted. Find out more about our Experience Design Practice.

CSS Updates & Value Prop Elevation

In-Line Form Placement Test

Actionable CTA Placement Test

Results

The results speak for themselves: The revised home page featured personalized vacation type preferences, actionable calls-to-action, and new in-line forms for lead capture. Within 3 weeks of the first of Arke’s recommendations going live, Vacation.com saw a 500% increase in qualified leads.

/ Download a PDF of the Vacation.com Case Study.

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