Fuelling long-term success through a structured digital growth plan
Overview
The Natural Adventure are a leading provider of self-guided walking holidays and active adventures.
They’re dedicated to offering unforgettable travel experiences that immerse their customers in breathtaking landscapes, rich cultures, and historical landmarks.
They came to Unfold in need of an experienced pair of web development hands to help them accelerate the optimisation and evolution of their existing website and enhance the user experience.
Engaging in a long-term partnership, on a structured growth plan, Unfold are helping to increase the pace of experimentation on their site. Working alongside The Natural Adventure’s CRO and paid media agency (and Unfold friends), Launch, our aim is to implement impactful changes and drive measurable improvements.
Harry
Ian
Izzy
Georgia
Peter
Services
Challenges
- Increasing the rate of improvements and experimentation on the site.
- Increasing engagement, generating more leads, and boosting conversions is essential, as their website serves as the primary storefront where customers discover and book trips.
- Testing and upgrading the booking system to provide a more seamless and intuitive experience for customers.
- Refining the site’s structure, content, and user journey to ensure it efficiently converted interest into bookings.
- Developing a customer portal that provides customers with a more cohesive, efficient booking experience, while reducing admin for employees.
Outcomes
In the first six months, we’ve already delivered huge impact. Including:
- A clear digital strategy to optimise user experience, streamline navigation, and provide data-driven enhancements.
- A redesigned homepage that creates a more visually engaging and intuitive experience, enhancing first impressions and boosting user engagement.
- Two updated booking flows to establish the most effective approach, leading to a 20% increase in conversions (following A/B testing).
- A new user booking portal, allowing customers to access all their pre-trip details in one convenient location, improving customer satisfaction and saving time for the internal sales team.
“Working with Unfold on a monthly basis has made a big difference for us. We’re able to tackle improvements to the site more quickly and efficiently and really value the expertise they bring. We've really enjoyed the journey with them so far, and are excited for it to continue!”
Neringa Rackauskaite, Marketing Director at The Natural Adventure
A prioritised roadmap for immediate impact
To ensure we delivered value from month one, Unfold worked closely with The Natural Adventure and Launch – their paid media and CRO agency, to create a clear, prioritised roadmap of improvements. This allowed us to focus on high-impact changes first and ensure measurable business outcomes early in the process.
Optimising the booking system through A/B testing
As part of an existing relationship with CRO agency, Launch, The Natural Adventure had accumulated a significant number of potential experiments and site improvements. However, they needed a partner who could help them implement and test these ideas more efficiently.
Going well beyond just swapping button colours and text, we provided the technical nous to allow The Natural Adventure to test wide-ranging changes including two completely different booking flows.
Streamlined communication We are in the process of developing a centralised user booking portal, reducing the need for multiple manual emails and enhancing the customer experience.
A homepage redesign to increase engagement
As part of the constant search for optimisation, we developed a new homepage for The Natural Adventure based on Launch’s CRO optimised recommendations and our own user-experience design expertise. The revamped homepage had a polished UI and improved content structure and navigation.
Developing a brand new customer booking portal
To streamline pre-trip communication, we are in the process of developing a centralised user booking portal, reducing the need for multiple manual emails and enhancing the customer experience. To do this we:
- Conducted scoping workshops to gather key requirements.
- Developed a prioritised roadmap to ensure an efficient build process.
- Adopted an agile approach, breaking work into phases for faster delivery.
- Designed the UX and UI for Version 1, ensuring an intuitive user experience.
- Built, tested, and successfully launched the first version of the portal.
What’s Next?
Our collaboration so far has set the foundation for ongoing optimisation and future growth, ensuring The Natural Adventure continues to deliver seamless digital experiences for its customers.
Next on the strategy roadmap we have version 2.0 of the user/booking portal planned to bring even more functionality and handy information to their customer. Watch this space!
“We’ve really enjoyed working with the Unfold team so far. They’re a really nice, positive team and have made working together a really smooth process.”
Neringa Rackauskaite, Marketing Director at The Natural Adventure
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