Introduction.
Understanding a client’s unique brand proposition and how to deliver assets that enhance the customer experience is a crucial part of what De Bono Marketing offers. Our team of specialists worked with Forest Holidays, a cabin management business, to bring their brand to life on their website. This required research, consultation, innovative strategic thinking, and creative expertise when it came to delivery and deployment.
Challenge.
Forest Holidays wanted De Bono Marketing to create a ‘warm, fuzzy feeling’ for their online customers, with the ultimate aim of increasing sales by ensuring that the booking process felt like an extension of the experience of staying in one of their cabins.
With the right experts for the right challenge, we were able to pull together an experienced and flexible team to bring the warm fuzzies.
Solution.
Before starting to build anything, our team conducted extensive research and analysis:
1. Research:
We worked closely with Forest Holidays to understand their needs and those of their customers. We also uncovered their resource capability and expectations for their customer experience and service design.
To meet this brief, we started by deconstructing their customers' journeys. We looked at how customers found them when they made their bookings, what their typical pain points were when booking, and how we could make the process easier. We then conducted a series of fact-finding workshops at their head office with key stakeholders across the business.
2. UX/CX:
This analysis enabled us to identify the type of system they needed, as well as the integrations and multi-site capabilities required to ensure Forest Holidays' KPIs were met. We also looked at how users navigated through the site to discover how we could enhance it.
The use of behavioural science was a key part of this project. We put Forest Holidays' customers at the centre of our approach and looked at perceptions and biases around traditional holiday booking. Then, our customer experience team mapped out a journey for every customer touchpoint, from choosing payment and onboarding to post-purchase, to see how we could create delightful moments along the way.
3. Development and Deployment:
This resulted in the development of a series of templates that were user-tested and then built in HTML and CSS to integrate with Forest Holidays' Sitecore website platform.
When implementing the system, our team partnered with Forest Holidays' in-house team to create an environment that was robust, reliable, and able to be administered and managed by their in-house team. As an e-commerce site, the site was integral to their business revenue and reputation.
Gallery.
Results.
+67.2%
67.2% increase in mobile traffic
+19.9%
An increase in average session duration of 19.9%
+48%
A 48% increase in bookings
Conclusion.
Through our extensive research, we were able to understand exactly how to deliver the warm and fuzzy feeling Forest Holidays wanted their customers to experience, as well as optimising their journey through the sales process to ensure a rise in bookings.
What did our client say...
We engaged their expert team of specialists to undertake a comprehensive redesign of our website. After assessing many potential agencies, they became the obvious choice of partnership for us as they offered a proven track record of delivering high quality, professional design, time and again, but above all offered a highly innovative and fresh view of our brand and unique CX offering. A first-class opportunity, experience, and investment from start to finish.
Ben Lang
Head of Digital & IT