Immersive Trails: Revamped Experience Drives 77% More Conversions in just 90 Days
Industry
Cultural & Heritage Tourism
Service
Full Website & MWeb Redesign — Strategy, Copy, UX, UI
Duration
8 Weeks
Deliverable
Design Only (Dev by client)
The Business & Product Context
The website was clunky on mobile, hard to navigate, and didn't reflect the soul of the brand. Visitors were landing — and leaving. Bounce rates were high, mobile engagement was low, and conversion was flatlining at 0.9%.
Challenge
Business Impact
High mobile bounce rate
68% of mobile visitors left without engaging
Flatlining booking conversion
Conversion stuck at 0.9% despite steady traffic
Weak visual identity
Site didn't reflect the premium, cultural nature of the brand
Poor content hierarchy
Visitors couldn't quickly find or act on what mattered
How Design Elevated the Experience
- Rebuilt the user journey to reduce friction and guide action at every step
- Prioritised mobile with faster discovery and booking flows
- Crafted a visual language that felt warm, culturally rooted, and premium
- Simplified content to connect quickly and drive confident booking decisions
- Used data to target drop-off points and boost engagement depth
- Designed a scalable system ready for future tours and destinations
“Immersive Trails has always had a powerful story: curated heritage walks led by historians, bringing the past to life through ethical, community-first tourism. But their digital experience didn't do them justice.”
Explore the Design
Interact with the live Figma prototype below.
Results in the First 90 Days
Metric
Before
After
Improvement
Booking Conversion
0.9%
1.6%
+77%
Mobile Bounce Rate
68%
42%
−38%
Session Duration
1m 12s
2m 08s
+77%
Scroll Depth
48%
78%
+30 pts
Repeat Visitors
18%
28%
+56%
Pages per Session
2.2
3.5
+59%
“We transformed Immersive Trails' outdated website into a modern, mobile-first, conversion-ready experience — helping them tell their story with clarity, scale for international growth, and turn curiosity into bookings.”
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