Adventure Tours Australia
- Project Name: ATA
- URL: http://www.adventuretours.com.au
- Project Highlights:
- On-going development with phased deliverables
- Internet strategy analysis
- Emotional design elements to convey trip experience
- Booking engine integration to come
We first started working with Adventure Tours in 2006 developing a complete Internet strategy for the next 3 years. The newly launched Adventure Tours website is our first deliverable of this. This new website aims to simplify the user experience, make it easier for them to find the information they wanted and to understand how tours can be combined to create packages – or purchase prepackaged combos.
At the heart of it is the use of more inspirational photography as it was thought that experience of the trip was poorly conveyed on the last site.
In redesigning the home page probably the most important concept here was to simplify everything. We use a technique called spearfish shopping to highlight the tours that are most popular at a particular time of the year. Adventure Tours runs some quite sophisticated analytics and analysis so they pretty much know what tours should be selling at what time of the year etc and therefore focus these featured information on those products. The “ads” down the right hand side are direct promotions for internal pages and can be used to highlight tours or products that there is a special on at the time or that is selling below par etc.
The flash map that works as a secondary navigation was developed by our friend Davis Hammon at Rising Tiger Media in the US and like everything on the site is in first release. There are plans to continue to develop this map with most, but still simple, information.
The individual product pages are really the key to the success of this first release. The tour highlights at the top of each tour are designed to speed up the decision-making process for the user. It is felt that visitors to the site have a list of things they really want to do on their tour in Australia and that by showing them quickly which tours contain these things we are making it easier for them to make decisions without wading through the itineraries.
The flash draggable map at the bottom of the itinerary is the first launch of the dynamic map which will be the backbone of the Oz Experience website. There is a huge amount of information that is going to be built into this map in the coming weeks, particularly with destination information and hopefully some imagery.
Finally, each individual page is completed with popular packages and add-ons, which are designed to make it easy for customers to understand how they can combined tours or use pre-made packages.
Has the site been successful so far? Well, that’s the best bit – in the first 30 days sales are over 20% above all previous records!! Likewise, the feedback from International travel agents has been very encouraging, for example; “On behalf of the Copenhagen office at MyPlanet, I am writing you because I want to praise you for the new website, I think it is very nice looking and friendly to the eye.”