Bailey Robinson

Background

Gibe has been supporting the Bailey Robinson site since 2007. In October 2009 Bailey Robinson commissioned a redesign of their website to align with the new catalogue, stand out in the market place and increase the performance of the site.

Objectives

• Closer alignment with offline brand assets – the new catalogues and branding material
• Increase conversion of site traffic to qualified sales leads
• Drive more traffic to the site by increasing the performance of the site in organic search listings
• Provide a comprehensive information base for users to research holidays in more depth

The solution

Gibe completely redesigned the homepage, using striking hero imagery to really sell the products – beautiful luxury holidays, safaris and journeys. The hero image area uses JavaScript to switch between the three core product offerings, essentially giving Bailey Robinson three homepages in one.

The changes to the rest of the pages were limited to style sheet refreshes as the site uses thousands of images to display the resort information. These style sheet changes included site backgrounds, feature blocks, call to actions and new key pages.

In addition to the new homepage and style sheet changes Gibe created a completely new offers section with a CMS backend. The offers are now listed by region and country and can be quickly viewed by expanding each region within the offers page. This enhancement along with clear call to actions and big hero imagery helped increase site conversion.

Services

• Strategy and consultancy
• Design and usability
• Technology: XHTML/CSS and bespoke CMS
• Hosting and technical support

Results

The site has been extremely well received internally and by the Bailey Robinson client base. The site is primarily used as an information resource with the user being driven to the phone lines to speak with sales consultants. In 2011 the site has had a 22% increase in visitors with the site bounce rate being reduced by 3%, suggesting that more people are coming to the site and are finding the content they are looking for.