Maximize ROI: Conversion Funnel Design & A/B Testing

12/15/2004 - Wednesday, December 15, 2004 -   

Design For Conversion Rate

In 2002, The Stockbridge Country Inn decided it was time for a facelift to their web presence. An estimated 22,000 unique visitors for the 2002 calendar year with 350 reservations made, their Conversion Rate was an estimated .62%, which means for every 100 unique visitors .62 users were booking a reservation.

The first priority in the redesign was to increase awareness of their current specials and promotions while redesigning the main core navigation elements to increase user ability to locate all areas effectively. Because the innkeeper did not have have immediate access to web mail, the solution to keep the reservations desk populated with inquiries was to use eFax software, which enables all inquiries to be filled out online through the site's reservations form and is directly sent to the innkeeper's fax machine. Combined with Search Engine optimization, a fresh new look and feel, this is a powerful tool to better assist the business model of Berkshire Lodging accommodations in Stockbridge MA.

The result? 32,000 unique visitors and 638 Room reservations for the 2004 calendar year, and a Conversion Rate of roughly 2%. With more optimization on interior subsections of the Stockbridge Country Inn website, they plan to increase traffic to 50,000 unique visitors for the 2005 calendar year, and to set a goal of 750 room reservations.



For more information, check out the redesign, or feel free to inquire about their current specials online.