VisitLiverpool has enlisted New Mind’s expertise to deliver a renewed commercial focus to their tourism website, http://www.visitliverpool.com.
Following a usability review by New Mind, the e-tourism solution supplier has been tasked to redesign key areas of the site to boost commercial income and improve the promotion of Liverpool’s unique visitor offer and diverse event programme.
Primarily aimed at leisure visitors, http://www.visitliverpool.com already boasts some impressive statistics. Average unique visitors are in excess of 150,000 per month and a 120% increase in traffic has recently been achieved following the screening of the VisitLiverpool ‘Holidays at Home are GREAT’ regional TV campaign.
The new home page sets out to convey a sense of place and be instantly recognisable as Liverpool, with a clear leisure focus appealing to the destination’s target audience. Both the home page and landing pages have been redesigned to provide visitors with a more intuitive journey, requiring fewer clicks to access key information.
Each of VisitLiverpool’s commercial target markets has been addressed by the new enhancements. For visitors, more prominent calls to action for accommodation booking and ticket sales, combined with cross-selling for the areas well known events and festivals have been incorporated. For tourist board members and related busineses, banner advertising is built into the new page layouts to generate revenue. Improved social media integration in the form of more obvious feeds, links and enewsletter signup, has been delivered to increase opt-in contacts for the organisation’s eCRM activity. The structure and content of the new pages also follow SEO best practice to ensure that the site ranks highly in the natural search engine listings
New Mind’s Destination Management System, branded MERVIN by VisitLiverpool continues to power all of the rich product data residing on the site.
The launch of the new http://www.visitliverpool.com has been timed to coincide with a national advertising campaign.