How should we present the detailed view of our resorts/hotels to sell more of them? For customers, this translates to, “In a sea of vacation resorts, how do I find that one that’s right for me?”
As with many product details pages, the big challenges are really twofold:
- Content: What to show, where to get it from and how to present it?
- Conversion: How do we get people to do what we want?
In addition, you also have to think about the overall activity of shopping for a vacation – what questions reveals the goals & needs of your customers (from research):
- Does this hotel meet my basic criteria?
- Of the hotels I’m considering, is this THE one?
- What is the cost and associated value of this resort?
- I’ve already booked and I want to look at the “little details.”
Lastly, this is a large, discrentionary transaction ($2,500+):
- While there are pragmatic considerations, like budget, emotions play a huge part in the decision-making process
- Therefore, the experiential aspects of the page are as important as the facts themselves.
For customers, I wanted to support three key tasks:
- Satisfy the information needs of a customer just trying to figure out if, at a superficial level, the resort warrants further investigation.
- For those already enticed, provide a deep and engaging information experience to make them feel like, “Hey, everything I want to know about this resort, is here.”
- Facilitate easy comparison across the multitude of room type and added value combinations.
- I wanted to make sure we were showcasing the uniqueness of each resort, and really demonstrating the we want to help differentiate their product, not just slapping it into a generic template.
- Split page layout (top for the quick facts, bottom gives all the juicy details).
- Editorial content that gives a perspective on the product.
- Low-level information to satisfy even the pickiest traveler.
- A room type display that facilitates comparision & encourages upsell.
- And immersive magazine-like experience.