universal design toolkit: peak edge hotel presentation

Peak Edge Hotel

Universal Design Toolkits

Electronic & Web Based Communication

Peak Edge Hotel

Peak Edge Hotel are looking to capture more online bookings, lower their website drop-off rate and improve their customer website engagement.

2

Universal Design Toolkit for Customer Engagement

Electronic & Web CommunicationHaving an accessible website makes good business sense…

Accessible sites are more visible to search engines, 50% faster to navigate and they can also offer savings through reduced maintenance costs.-Destination London, Making your website accessible.

3

Old Website Statistics• 18,524 page views between 10/05/15 - 10/06/15.• Average time spent on the site: 1 minute 26 seconds.• 89.68% drop-off rate.

Typical reasons for High Drop off Rates:1. Users leave the site due to usability or design issues.2. Users found all the information they needed on the entrance page.

4


Design Problems:

• Confusing layout• Too much information, varying image

sizes.• Poor legibility

• Font too small, large chunks of text.• Confusing navigation

• Too many tabs, no indication of which page you are on.

5

Review of the Original Home Page

Befo

re Ch

ange

White text on bright background is hard to read

Text in image is too small and not legible

Too much information and text.

6

Reduced text and larger font size.

Links to capture more bookings.

Text darkened and given more space.

7

Afte

r Cha

nge

Outcomes of Changes to the Home PageGoogle Analytics Comparisons

Increase in time duration• People are now spending over 160% longer looking at the rooms,

events and deals on the homepage.


Sessions Duration Drop-off RateOld Website 7700 16 seconds 85.1%

New Website 8600 42 seconds 28.1%

% Difference + 11.5% + 163% - 67%

8

Review of Original ‘Hotel’ PageDesign Problems:

• Small text size • Information is difficult to see and read.

• Poor layout• Priority information is located near the end of the page.

• Confusing navigation• Tab to show current page is not highlighted.


9

Tab that you are on is not highlighted

Special Offer hidden away

Font size too small and not legible

Hard to find how to book.

10

Befo

re Ch

ange

Final

Prop

osal

Simple and intuitive link to make a booking

Legible and clear layout of room options

Current tab highlighted

11

Afte

r Cha

nge

Outcomes of Changes to the ‘Hotel’ PageGoogle Analytics Comparisons

Increase in time duration• People are no longer searching for information, but are looking at

the rooms.



New Website 1600 42 seconds 20.4%

% Difference + 300% + 36% - 63%

12

Review of Original ‘Bar & Bistro’ PageDesign Problems

• Poor legibility• Small font size and too much text.

• Confusing layout• No titles makes important

information hard to find

• Unclear navigation• No booking information easily

found.


13

No title for Opening Times or Special offers

Too much textNo booking information

14

Befo

re Ch

ange

Universal Design Toolkit for Customer Engagement NDA - Universal Design Toolkit

Opening hours title and box

Direct link to menus

Easy to find booking link

15

Afte

r Cha

nge

Outcomes of Changes to the ‘Bar & Bistro’ PageGoogle Analytics Comparisons

57% decrease in the drop-off rate• People are now clicking to menu pages and booking pages.



New Website 826 33 seconds 12%

% Difference + 126% - 39% - 83%New Dinner Menu 584 57 seconds 50.2%

% Difference + 60% + 6% - 27%

16

Overall Business Outcomes

17

Overall OutcomesDrop-off rate - 63%

Online bookings + 300%

Page views + 64%

Duration on the website + 63%

Peak Edge hotel have:• captured more online bookings,• lowered their website’s drop-off rate,• improved their customer website engagement.


Why use our toolkits?

Universal Design will help you to:• Increase your number of repeat customers. • Improve word of mouth referrals and online reviews.• Improve how you successfully communicate to a wider market.• Increase spend by your customers.

18

Download the toolkits from

www.VisitEngland.com/businessadvice

19

universal design toolkit: peak edge hotel presentation

Travel