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Trafalgar

Duplicate URLs damaging SEO, weak upsell positioning, and a website overdue for a rethink. Remarkable rebuilt Trafalgar's digital presence with experience-first at its core.

The challenge

Trafalgar Tours website required a revamp. The existing website contained multiple URLs for each trip, which had a negative impact on SEO. They also need help to improve the position of up-sells and cross-sells.

Our solution

We created a new website look and feel, enhanced the user experience, and crafted a fully optimised content strategy to deliver ‘experience from the first click’. We balanced user and technical expertise to perfect the end-to-end user journey and streamlined the number of unique URLs to a single URL per offering in order to improve SEO rankings. The site redesign was supported with real-time reviews and social posts and tweets across their full global trip offering. We balanced user and technical expertise to perfect the end-to-end user journey and streamlined the number of unique URLs to a single URL per offering in order to improve SEO rankings.

 

  1. The focus on experience saw agency and client teams create a user experience putting the customer ‘there’ using first person perspective imagery and video.
  2.  Dynamic reviews and social media were also integrated to ensure that on each trip the customer is looking at relevant user generated content.
  3. Once this understanding was reached, UX wireframes were designed and inspiration was collected from other travel websites into a mood board.
  4. The wireframes went through a reiterative process whilst in consultation with Trafalgar’s team and then were used as a basis for the designers to put together the actual look and feel.
  5. A full-width video in the header and cinemagraphs were used as part of the homepage design, to showcase Trafalgar’s first person imagery and bring life.
  6. Trip pages with an interactive map were also introduced so the user could fully explore the itinerary

The results

  • Views of the home pages increased by 12.7%
  • Average time on page increased by 7.3%
  • Trip pages’ average bounce rate improved by 23.8%
  • Newsletter sign-ups from the homepage increased by 14.9%
  • Brochure views increased by 67.6%
  • Request a quote increased by 31.4%
“The team at Remarkable have played a pivotal role in the Sitecore 9 migration project and I firmly believe it wouldn’t have happened without their help, support and professionalism.”
Peter Bucknell, Lead Product Owner

Peter Bucknell, Lead Product Owner

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