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Tourism London Corporate Website

Overview

Revitalizing London's Digital Landscape

London, Ontario offers visitors a wealth of great experiences. But in today’s world of information overload, Tourism London came to realize that their ability to successfully provide information to potential tourists would always be hindered without a full understanding of online search behaviour. So, they paid a visit to Velocity Studio.

Challenge

Creating a User-driven Experience

Velocity recognized that while Tourism London promotes the City, they must also support the individual parts that create the overall destination. The website needed to address many different audiences - tourists, event organizers, and corporate meeting planners, as well as local residents, hotels, shops, restaurants and other attractions. It also had to address the different needs each audience would have of the site.

Solution

Engaging Audiences to Inspire Action

The ideal solution was to overhaul the existing site’s structure, content and design. This enabled the creation of a more practical user interface, featuring enhanced services for visitors, including:

  • the "My Trip Planner"
  • Google Maps integration
  • more extensive search functionality
  • a multi-purpose video player
  • a detailed and interactive calendar of events, and
  • a real-time, online hotel reservation system

Operationally, the site’s customized content management system allows staff to perform many functions, such as track and analyze specific pages for usage and easily update content. A coupon-promotion module and eBlast template engine also maximize the productivity of the website. In fact, since the site’s launch, traffic and usage are up over 35%. Users are finding what they are looking for more easily and staying on the site longer. Through metrics monitoring, conversion analysis, retargeting campaigns and ongoing optimization, Velocity continues to help Tourism London strategize and improve their site performance.

54% Increase in Pageviews
36% Increase in user Average Time on Site
1,252 New pages added via our Content Management System (CMS)