Full Website & Mobile Web (MWeb) Redesign — Strategy, Copy, UX, UI
Project Duration
8 weeks
Deliverable
Design only (Development handled by client)
Before We Entered the Picture
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.
The website was clunky on mobile, hard to navigate, and didn’t reflect the soul of the brand. Visitors were landing — and leaving. A huge chunk of potential customers were dropping off before they even understood what made Immersive Trails different.
Bounce rates were high, mobile engagement was low, and conversion was flatlining at 0.9%.
What We Solved — and How
Immersive Trails needed more than a design refresh — they needed a site that could convert interest into bookings and reflect their story with clarity and emotion.
We stepped in to realign the entire digital experience around intent, trust, and usability.
Our strategic fix:
Rebuilt the user journey to reduce friction and guide action
Prioritized mobile with faster discovery and booking flows
Crafted a visual language that felt warm and culturally rooted
Simplified content to connect quickly and drive decisions
Used data to target drop-off points and boost engagement
Designed a scalable system for future tours and destinations
Every change was purpose-driven — to make the experience not just beautiful, but impactful.
The Results (Within 90 Days of Launch)
Key Metric
Before
After
Change
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%
These weren’t vanity wins — they translated into real engagement, deeper storytelling, and higher bookings.
Summary
We transformed Immersive Trails’ outdated website into a modern, mobile-first, conversion-ready experience — helping them tell their story with clarity, scale for international growth, and turn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.
