September 26, 2018

Case Study: Homepage Video Increased Time Spent on Hotel Website by 17%

What’s the problem?

The Grand Ely Lodge, which boasts panoramic views of Shagawa Lake, is located in northern Minnesota and provides a much-needed escape from the hustle and bustle of everyday life. Surrounded by nature, the hotel has a lot to offer their guests including an indoor pool and sauna, a game room, snowshoeing, fishing, kayaking and more.

The lodge needed a way to showcase their lodge and surrounding areas in a visual way in order to engage website visitors and encourage them to explore the website and discover more about the property.

 

What’s the end goal?

The goals were to drive engagement among key customer segments, increase time spent on the website, increase website traffic and decrease the website’s bounce rate.

 

How did we solve it?

In order to best display all of Grand Ely Lodge’s offerings to website visitors, the property team created a video with drone footage of the property with highlights of the surrounding area. This video replaced the main image on the homepage which generated engagement and interest leading to increased time spent on the website and users discovering all that Grand Ely Lodge has to offer.

 

The Proof:

After just one month, the time spent on the homepage increased 17% MoM to 1.35 minutes and the organic bounce rate improved by 5% MoM.

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About NextGuest:

NextGuest provides hoteliers with everything they need to thrive in the digital world, with bespoke technology solutions developed to meet the needs of luxury hotel clients coupled with elegant design capabilities that bring brands to life. We marry the power of data with brand discovery to uncover unique strategies that apply to everything from website design, content marketing, CRM, and more, helping the world’s top hotel brands maximize ROI as they acquire, convert, and retain guests throughout the travel planning journey. While each of our services is available on its own, the integrated technologies, marketing, and consulting offerings work together to increase digital engagement and generate revenue for hoteliers, allowing them to focus on what matters most — serving their guests.

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Editorial Contact:

Margaret Mastrogiacomo
EVP, Strategy
Phone: (212) 782-3764
Email: margaret@nextguest.com