1Focus on women – Travel for culturally restless women
Focus on Women is a travel and cultural visits agency with unique experiences and encounters with women artists, writers and entrepreneurs to view the world from the feminine perspective.
With a website dedicated to the promotion, information and booking of experiences around the world, we set out to place the FOW brand at a higher level, thus reaching a more select public in line with the target of the brand.
2 Challenge - To transmit the luxury and exclusivity of the brand through a redesign that will help position the brand at a higher level
The FOW website had a very congested navigation with a badly defined content hierarchy, causing the user to easily get lost in the process of collecting information prior to travel registration.
The overload of information related to the products, as well as the multiple vanishing points to contents of different interest caused a high rebound rate.
FOW was not taking advantage of sales opportunities mainly because of its data collection system that, in addition to a reserved area of oversaturated options, did not convert as was desired.
FOW was not taking advantage of sales opportunities mainly because of its data collection system that, in addition to a reserved area of oversaturated options, did not convert as was desired.
3Strategy - Analysis and redesign
We start by analyzing the navigation of the site, achieving faster and more direct access to each destination. We relegated some of the informative sections to locations easily recognizable by the recurrent users, rewarding the new users with a cleaner and clearer navigation.
We found it essential to enhance the image factor by taking advantage of the spectacular destinations through a selection of personalized related images, increasing the attractiveness considerably.
The restructuring of the hierarchy in the first level information was key to make the user recognize both the purpose of the product and the information necessary for its purchase. We simplified the design of the product card showing only the most attractive information accompanied by clear calls to action that provide more complete information (destination program in PDF) through soft conversions.
The design, cleaner and more elegant subject to the latest trends, brought the exclusivity and luxury that the brand wanted.
4Results - Improvement in web traffic and conversions
By working on concrete data and focusing the project in the right direction, we manage to meet expectations and reap the fruits of our work.
With the restructuring of the content and cleaning of unnecessary elements we managed to reduce the load time by 4 seconds, significantly improving the organic traffic to the web.
With a lighter access to the product information we managed to increase the requests by 17%, thus generating a greater number of users interested in receiving information via mail or newsletter.
With a more modern and elegant design based on cleanliness and space between elements, we reduced the sensation of oversaturation thus reducing the bounce rate by 19%.
Statistics
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seconds in page load time
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decrease in user rebound
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increase in recurring users
