The Hard Rock Hotel brand enables guests to feel like rock stars from the moment they arrive at a Hard Rock property. From lavish outdoor pools to world-renowned night clubs to Michelin-starred chefs, Hard Rock is in the business of creating experiences where anything is possible. At the Atlantic City location, this holds true. Considering the property is part casino and live entertainment venue, it had unique goals. While selling rooms remained a high priority, the property was also looking to increase ticket sales and sign-ups to its loyalty program, Wild Card Rewards.
The Challenge
In order to achieve the property’s unique goals, we began with a redesign of the website. A new brand-level website would help the Atlantic City property spread the word about its events and amenities to loyal Hard Rock guests and others coming to the Hard Rock Hotel website. Marketing initiatives such as SEO and SEM were also used to get even more visitors to the new website, and reservation abandonment tools were implemented to further increase conversions.
The
Results
Since launching back on the hardrockhotels.com domain, the site has been averaging a conversion rate of over 1% (with some months reaching up to 1.80%) — an impressive feat given the KPIs (only tracking room revenue in Adobe) and the amount of traffic coming to the site (between 250k-350k unique visitors per month).
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