Case Study: Alexa Travel and Tours Website Redesign
Alexa Travel and Tours, with their website (alexatours.com), launched their online presence in May 2012. The primary goal of the website was to showcase group tour packages, providing visitors with all the necessary details for planning their travels. Initially, the website performed well, giving potential customers a platform to explore various tour offerings. However, as more content was added, the website started facing structural issues, making it difficult for visitors to find key information quickly. The owner felt it might be time for a Website Redesign.
Identifying the Problem and Website Redesign
The client made a wise decision to build the website using WordPress. This platform is known for its flexibility, ease of use, and cost-effectiveness. Yet, as more packages were added, the process of managing them became cumbersome. The client primarily used WordPress’s default “post” and “page” structures for entering each tour package. While this method worked at first, it quickly became inefficient.
One of the main issues arose when the client began copying content directly from “.docx” files. Copy-pasting from word processing software into WordPress introduced formatting problems. Content became jumbled and inconsistent. Text alignment, fonts, and spacing were affected, making the pages look unprofessional. But the most critical issue was the placement of essential package information. Visitors often had to scroll down through lengthy pages to find pricing details, inclusions, exclusions, and other important data. This poor user experience led to frustration, high bounce rates, and, ultimately, lost business opportunities.
Solution: Creating a Custom Plugin
To address these issues, we took a strategic approach by designing a custom plugin tailored specifically for Alexa Travel and Tours’ needs. We restructured how we entered, stored, and displayed tour packages. Instead of using the standard WordPress “post” or “page” format, we created a custom post type specifically for travel packages. This custom post type allowed for better organization and cleaner data management.
We implemented custom data entry fields (known as meta boxes) to separate various package elements. These fields allowed the client to enter specific information into dedicated slots for pricing, inclusions, exclusions, travel dates, and more. This setup provided three key benefits:
- Clean Data Input: Copy-pasting became easier, and the format remained intact.
- Improved Layout Control: We gained the ability to control how each data point was presented on the front end.
- Enhanced User Experience: We could ensure that visitors saw all relevant information at a glance, reducing the need for excessive scrolling.
Implementing the Custom Sidebar Widget
One of the most effective changes we made was creating a dynamic sidebar widget. This widget automatically detected the identity of the current page or post and displayed all pertinent package details in a compact, accessible format. We positioned this widget on the sidebar, adjacent to the page title, ensuring that visitors saw crucial details immediately upon landing on the page.
By positioning the key details—such as pricing, inclusions, and exclusions—above the fold, we made it easier for potential customers to access the information they needed without scrolling. This layout change significantly improved the site’s usability and helped keep visitors engaged longer.
Outcome
The redesigned website, powered by our custom plugin and widget, provided a much-improved user experience. The data presentation became cleaner, more organized, and visually appealing. Visitors could now find the information they were looking for quickly and effortlessly. Our changes also made the website more mobile-friendly, allowing users on smartphones and tablets to browse packages without difficulties.
The client reported a noticeable increase in visitor engagement and positive feedback from their customers. The improved structure not only boosted usability but also enhanced the site’s professionalism and credibility. These changes ultimately contributed to higher conversion rates and a more successful online presence.
Conclusion
Building a website is not just about getting content online. It’s about making sure that content is accessible, engaging, and relevant to your target audience. Alexa Travel and Tours initially struggled with content management and presentation. By implementing custom solutions, we transformed their site into a powerful tool that serves both the client and their customers effectively. With our plugin, Alexa Travel and Tours now enjoy a modern, well-structured website that aligns with their business goals and provides an optimal user experience.
If your business is facing similar challenges, consider a custom approach that addresses your specific needs. Investing in the right solutions can save you time, reduce frustration, and, most importantly, drive more business your way.