The results

+11% more
page views

per session

+7.6% session
duration

5% improvement in
bounce rate

+441% in website
conversion

+174% increase in
leads to operators

+67% sessions

How overhauling the critical step in the
customer journey led to record results

Tourism Fiji’s primary mission is to lead Fiji's tourism industry and promote Fiji as
a place Where
Happiness Comes Naturally to attract international visitors and
maximise the long-term and sustainable benefits of the tourism industry for all
Fijians.


A critical step in the customer journey to attract international visitors is the
website. Travel booking follows a reasonably linear journey from awareness to
consideration to planning, booking, experiencing and returning home. As the
leading organisation promoting Tourism, the website is seen as vital in the
consideration, planning and booking phases. It needs to be multi-faceted
delivering inspiration as well as utility and critical travel information.


Tourism Fiji identified that the site wasn’t performing optimally and delivering to
its full potential, so we were briefed to undertake a project to develop a new
website.


We conducted user needs analysis, stakeholder (including industry)
engagement, an extensive content audit and competitor analysis. What we
uncovered in this phase set the foundations for our recommendations and
approach to delivery:

  • The website was not providing the necessary inspiration to book a holiday
    to Fiji.
  • The content was hard to navigate, with information not organised logically.
  • Leads to operators were low. Increasing leads was important in proving the
    organisation's value to stakeholders in the industry.
  • Tracking was basic and we were unable to robustly understand where traffic
    was coming from and how it was behaving on the site.

Discovery

The primary goals were defined to enhance the digital experience for the most critical
user journeys, with a
particular focus on the following areas:

  • Provide holiday inspiration for those considering a holiday in Fiji.
  • Provide utility in the form of critical travel information for those already booked and
    needing to know more.
  • Increase the leads to operators in the industry.


We recommended the following:

  • A new bottom-up information architecture strategy to ensure intuitive navigation and
    accessibility. This also included a unique approach to content that allowed it to be
    tagged in the CMS to feature on multiple pages in the site, creating efficiency in
    content development and management.
  • A completely new design to bring the website in line with the new brand identity and
    also to ensure accessibility requirements were met. Iterative design sprints allowed us
    to continuously refine our solutions, from low-fidelity wireframes to high-fidelity
    prototypes.
  • A content re-organisation of existing content, and a recommendation for new
    content required.

The solution