Website Redesign

Improving KPIS


Project Overview

My objective was to re-design a live website for a real business. Applying design principles to this redesign was a fun project and got me familiar with Google's Material Design style. People visiting this site have a few problems they're looking to solve: help figuring out where to go and what to do, help with all the planning, and help keep the costs reasonable (a distant third in this case since it's aimed at luxury travel). But we want to emphasize benefits over features (features do still help with justification and differentiation). This site's visitors are ultimately looking to save time, money and have a unique vacation experience. The copy and design should quickly answer how this travel agency can help the user, what makes this travel agency unique, and how to get in touch. My ultimate goal is to boost the site’s KPIs.


Beyond the standard web analytics like page visits, bounce rate and unique visitors, some of the top KPIs I would use to measure this redesign's success are:

  • 1

    Number of calls received

  • 2

    Number of messages received

  • 3

    Number of meetings scheduled

  • 4

    Number of vacations booked

I would segment and analyze this data at a daily, weekly, and monthly level and observe any trends over time. We could also look at the quality and channel. For instance, do calls lead to more vacation bookings or do messages? If we see calls lead to much higher conversions, we may tweak the design to emphasize calling over messaging. The important aspect here is to remain flexible to data observations and always be testing--as a designer I'm never 100% satisfied with a design, it can always be improved, ideally through objective data and not subjective opinion.

Current Site

Let's start by taking a look at the current, live website and then we'll do a deep-dive on the redesign.

Frankly go away cruises and adventures current website

Problems & Solutions

Aside from visual subjectivity, the site has some major issues that could be impacting conversion rates. From the start, there's no clear understanding of how Frankly Go Away can help me as a hapless travel enthusiast. We're told Frankly can help us, but how exactly? They buried the lede in a big paragraph of copy: Frankly Go Away helps me save time and makes sure my vacation goes smoothly. So what problem are they solving? The stress that goes along with vacation planning. We should make this clear from the start and empathize with our audience, then get into detailing how we can help. My solution immediately addresses the problem.

I wonder, what's the big action we want visitors to take? It's hard to tell with the current design. I have to scroll down to the bottom of the page to contact them. There's a phone number at the very top of the page, but it's unlikely visitors will call without first being sold on the product. It seems they want to drive visitors to schedule an in-person meeting. The lowest friction method to achieve this goal is through the contact form, but it's a blank box. It puts the onus on the visitor to have to figure out what to say and type in a message--it sounds easy enough, but it may be too much work or intimidating; people are scared of empty fields, it feels like an essay or a blank Word doc staring them in the face. My solution is to create an engaging (and repeatable), high-contrast call to action that empowers the user and affirms their freedom. Studies show that making the user feel as if they have a choice leads to higher conversion. After making a selection, we solve for the "blank box" problem by prepopulating the form based on the item our user selected.

Bulleted lists are generally a great way to call out specifc items of interest to a reader, but in this case the site takes it a bit too far. Each section is a list, and the list doesn't drive home the value proposition. It just comes across as a mishmash of random features. Unfortunately, it's very likely this type of presentation leads to a high bounce rate. Visitors arrive and are simply left scratching their heads as to how Frankly Go Away helps them solve their problems. We should break this list out into a more visually appealing and easier to grasp way.

Finally, the current site does not include any testimonials. It's possible they don't have any, but they've been doing this for awhile and can probably ask at least one or two clients to provide some positive feedback about their experience. We know social proofing is a powerful motivator. The Wall Street Journal published a fascinating study examining the effectiveness of signs on persuading customers to use less energy in the summer by turning on fans instead of air conditioning. Researchers tested four different signs, three of them touted benefits like cost savings on the monthly energy bill, pounds of green house gases reduced each year, and encouraging people to do the socially resposnsible thing. The last sign, #4, let customers know that 77 percent of their neighbors were already actively using fans to save energy. Sign #4 wiped the floor with the others, meaning in this instance, the positive social proof was more persuasive than saving money (sign #1), protecting the environment (sign #2), and making responsible choices (sign #3), all of which are positive behaviors, but none of which could stand up to the power of group influence.

We also know people like looking at human faces , so testimonials are more likely to be believed when they're accompanied by a corresponding picture. Here's what I came up with:

Wireframe & Mockup

As with every project, I blocked out the major elements of the page after deciding on the problems and possible solutions. Download the wireframe and the final design: