ECOMMERCE DEVELOPMENT
SABRINA BOAT
Sabrina Tours Ltd operate a hugely popular passenger boat on the River Severn in Shrewsbury. They’re considered one of the highlights for tourists visiting Shropshire as well as being a much loved experience for local residents.
THE CHALLENGE
When TripAdvisor, a popular travel site, completely changed their algorithm, the team at Sabrina Boat recognised the need to take back control of their digital presence.
StoryThreads were called in to do a full audit of all Sabrina Boats’ digital touchpoints. The aim was to develop a clear strategy to build awareness nationally and to convert passive viewers into active customers.
THE PROJECT
The initial consultation revealed a number of technical SEO fixes and opportunities for content marketing. A secondary goal was to improve user experience (UX) and conversion rate. This led to the redevelopment of the Sabrina Tours website.
StoryThreads continue to work with Sabrina Tours Ltd, further developing their online presence and providing consultancy to maximise their reach.
WEBSITE DESIGN
Over time though we realised that there simply wasn’t the flexibility in the bespoke CMS to A/B test results to tweak the UX of the site. So we built them a new website using the data we’d developed over the last two years. By analysing Google Analytics for goal conversion, we fine-tuned the visitor’s experience; reducing bounce rate and improving the engagement.
OPTIMISED FOR ECOMMERCE
Over time though we realised that there simply wasn’t the flexibility in the bespoke CMS to A/B test results to tweak the UX of the site. So we built them a new website using the data we’d developed over the last two years. By analysing Google Analytics for goal conversion, we fine-tuned the visitor’s experience; reducing bounce rate and improving the engagement.
SEARCH ENGINE OPTIMISATION
Production of six articles, all optimised for SEO; the result was an extra 18,000 visitors to their site in 2019. Some of the unique content included interactive walks, embedded within the site to accompany the written guide, designed to keep the user on the page for longer. Those six pieces of content have resulted in six Featured Snippets in Google. If you don’t know, well Featured Snippets are the SEO gold star in Google search.
OPTIMISED FOR ECOMMERCE
Over time though we realised that there simply wasn’t the flexibility in the bespoke CMS to A/B test results to tweak the UX of the site. So we built them a new website using the data we’d developed over the last two years. By analysing Google Analytics for goal conversion, we fine-tuned the visitor’s experience; reducing bounce rate and improving the engagement.
“Quite incredible results on google. Very good value for money; there isn’t much Jamie can’t do.”
Dilwyn Jones, Sabrina Boat
RESULTS
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