+94% site visitors
+69% bookings revenue
Four tiers of luxury accommodations, five restaurants and cafes, eleven onsite experiences and an eighteen-hole golf course are just some of the amenities on offer to guests at Millbrook Resort. With a wide range of client demographics, each with different tastes and interests, Millbrook needed a way to prioritise what was showcased and optimise conversion. Furthermore, the new website needed to be a platform for future innovations that help bring the luxury experience into a new digital era.
Collaborating with the marketing team, we created customer personas for the different types of guests that frequent the resort. By putting ourselves in their shoes, we were able to consider their digital behaviours and come up with the best way to present information in an intuitive and digestible way. For Millbrook, showcasing the beauty of the resort was a priority; therefore, we ensured bold full-screen images were used throughout the site, limiting the amount of written content and using subtle devices to assist with content navigation.
Despite the wide array of offerings and restaurant sub-brands, we created a streamlined UI that is consistent throughout, ensuring Millbrook as the destination remains the focal point.
The new website was an opportunity to add modern functionalities and integrations that make it easier for customers to engage with the resort. Everything Millbrook has to offer, from digital gift cards and experience packages to restaurant and hotel bookings, is only a few clicks away.
The content management system was also designed and built in an easy-to-use modular format, allowing the marketing team to add new content without the help of a developer.
Everything we built was with optimisation and performance-centricity in mind. SEO, analytics tools and tags were added to improve the organic ranking for us to see how users engage with the site and where drop-offs in conversion are. Through Conversion Rate Optimisation (CRO), our team optimises their digital advertising by measuring its effectiveness across campaign touchpoints, fine-tuning each stage of the sales funnel and making tweaks that enhance landing page performance.