Natural World Safaris
Natural World Safaris advise and guide their clients, taking them deep into extraordinary landscapes to experience wonders of the natural world. A team of knowledgeable experts, priding themselves on tailoring the finest holidays, taking the essential concepts of safari and translating them all into itineraries they design.
The Challenge
A new brand and website design was needed to create deeper online engagement and provide greater support to their phone-based experts, as the business grew internationally. Four separate websites existed to manage the four brand sites, which needed to be consolidated with a simple to use editor and consistent analytics.
The web is by far the biggest source of leads for the business, so no damage could be done to existing search rankings or the user experience. This complete change in infrastructure and content needed to be done on a fixed budget within tight timescales, and the maintenance of the site functionality throughout.
The Approach
ClerksWell were selected as the right partner due to our design, engagement and technical experience, and our long term partner approach. The Sitecore Digital Experience Platform was chosen for its strength in content management and the integrated Digital Marketing System (DMS).
Strategy and roadmaps were created through Sitecore's Business Optimisation Service (SBOS). This provided a framework for defining business objectives and translating those into meaningful strategies with an implementation timetable.
The solution architecture was based around three key principles: creating a great user experience, website personalisation and future-proofing the site to meet product expansion plans. Sitecore's versatility in managing content meant we could fulfill the distributed content authoring required, with the central control to review and publish content when required. The entire Sitecore DMS was employed to optimise the experience, target content and manage transactions. The system was to start small, measure effectiveness and build the capabilities as required.
The Impact
ClerksWell delivered a complete refresh of the look and feel, unifying the content under one structure with content profiling to provide personalised and optimised experiences.
We delivered:
- A scalable solution to meet the varying demands from business growth including international expansion, mobile services, user generated content and more.
- A significant increase in user traffic, predominantly generated through improved natural search results.
- A reduction in dwell time and increase in page visits per session showing greater engagement levels.
- Engagement Automation plans to follow-up on inquiries by sending timely and relevant communications and targeted content.
ClerksWell's deployment of Sitecore provides the marketing tools to support new campaigns, personalise content and measure effectiveness.
