Cape Resorts’ website transformation led to a 54% increase in new users
THE CHALLENGE
The Cape Resorts website houses a collection of thirteen unique hotels and cottages, along with restaurants, spas, shops, and more (Cape May, NJ & East End, NY). A comprehensive website redesign aimed to modernize the brand’s digital presence, enhance the guest booking experience, and convey the brand’s signature blend of historic charm and coastal luxury.
The primary goals of the Cape Resorts website redesign were to:
- Connect with users during the dream stage of their travel planning, provide an effortless booking experience, and increase bookings.
- Highlight each of the 13 properties through immersive brand storytelling, captivating visuals, and rich editorial content.
- Improve website SEO for better search rankings and content discoverability.
- Create a website that is welcoming and user-friendly for all users, with full accessibility compliance.
- Create a website that connects seamlessly with loyalty programs, CRMs, and booking systems – ensuring both operational efficiency and data security.
- Deliver an enhanced mobile-first experience with simplified navigation and fast loading times.
THE SOLUTION
The updated website has demonstrated a consistently positive year-over-year trend with increased visitors, increased user engagement, and increased bookings. This sustained growth suggests the new website design and content are effectively connecting and resonating with new users; successfully conveying relevant information, and ultimately contributing to enhanced conversion performance.
THE RESULTS
In the three-month post-launch period, the new website demonstrated significant growth in key performance indicators. Specifically, it recorded a 54% increase in new users, a 58% increase in sessions, and a 19% increase in revenue.
Cape Resorts
About
Guided by an ethos of authentic hospitality and a commitment to creating classic American resort experiences, Cape Resorts has provided generations of travelers with beloved memories and cherished traditions for over 30 years. In 1986, they purchased the 24-room Virginia Hotel in Cape May, turning their vision into reality. Their success there paved the way to acquire the iconic Congress Hall and restore it to its original grandeur.
