To revamp each individual destination page to better highlight Natural Retreats products and provide prospective guests with the information they needed about each destination all on one landing page.
With each destination page serving as the database for their full home collection, where they make their profit, and a host for additional information related to that destination, we knew the current page was not serving either purpose well. Our challenge was to find a way to provide information and inspiration to prospective guests on what made a destination special, what level of service we provided, and what promotions were valid while still offering each collection of homes. We needed both types of information to be available but separate enough so that if guests already had their home or knew their plan for the destination they could access the other elements more easily.
We also needed to heavily consider the search value for each landing page and where we would be able to put in enough content for Google to rank us under searches for the respective destinations. And of course, we needed to consider how these pages would ultimately look across each destination, ensuring our layout worked for each unique destination and its offerings while still being true to the look of our brand and website
Before we could design the perfect page we needed to do a lot of research on determining what that page would look like. This included a variety of steps including reviewing heat maps from our current landing pages, deep-diving into google analytics, understanding our audience and prospective audience’s needs, and outlining every piece of content that we would like to feature on the page and determining its order of importance. Once we were confident about what needed to make it to the page we began researching and mocking up versions of proposed layouts.
Working with the lead Graphic Designer we decided to propose a tabbing structure that compiled all of the information we wanted to add in a clean and easy to use way, that gave the guest a way to view only the information they wanted to view while still putting the product (home portfolio) at the top focus.
The introduction to the destination took up a lot of space with its large image, general map, and brief destination description and didn’t give a glimpse or mention of the product itself until more than half-way down the page. The page also did not have much additional content or information regarding promotions, services, or things to do in the area - which limited its search value and google relevance and required you to leave the product page to find out any additional information.
The new layout consisted of five tabs, determined for the interest to the consumer and by the amount of content already created. In addition to making the top tab the accommodations/product we used subtle ways to make that the focus by making the accommodations sear bar sticky, making the default link the accommodations, and making CTA’s on other tabs link back to the product. Every tab is designed to give the specific information guests want in an interactive and easy to use way, while still keeping them on the product page.
We tried to isolate information bout he destination for the repeat traveler but also make it accessible enough for the new guest by putting in a learn more pop up with the destination’s description. This description also focused more on important details related to the product like types of homes and amenities and location offerings and details within the entire destination.