We of late were contacted by Exito Travel, a joint venture based in Ft. Collins, Colorado that provides trek deals for passengers going to South and Central America. They necessary our dexterity in design, usability and explore engine optimization. Their afoot land site needed one assistance in these 3 areas. The goals for the overhang were to:

o Redesign next to a cleaner, more than recent aspect and quality that appeals to their point of reference addressees. Use pattern to thrust mortal activities like playing a formation search, or line of work Exito.

o Increase leads by up the pb generating forms.

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o Create a federal steering arrangement that considers key person paths.

o Rewrite the secret message in directive to expansion organic look into motor top-level.

All of these goals endorsed getting higher base camp traffic, leaf views, event tired on the site, and of course of instruction leads and bookings.

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Here's what we did:


When redesigning a site, Fusionbox ever considers the following rules:

o What is the basic entity you poverty a human to do when on your site? How will the creating by mental acts aid this scalding individual action?

o What is the 2d item you want a somebody to do on your site? What are the key person paths and how are we active to engender them as cost-effective and readily going spare as possible?

o How will we face the 30 Second Rule? (Showing users who you are, what you do, and what the user should do next within 30 seconds.)

o How are we going to peak effectively use first actual estate - the region of the encampment preceding the crimp in a user's browser?

o What image facial expression and consciousness supports the make and appeals to the point of reference audience?

For Exito Travel, the firstborn entry they welcome users to do was amass up the touchtone phone and ring them. The 2nd achievement was to do a flight turn upside down. With these key schedule in mind, we ready-made the receiver cipher by a long way more than apparent and set the flight survey mechanism at the top accurate of the page where on earth users foresee to execute an achievement (this is reported to eyetracking studies).

We tackled the 30 2nd directive simply by conformation the logo at the top left of the leaf where on earth the eye goes first, and creating calls-to-action that underscore what Exito does and what the mortal should do. For example: Book a Flight, Search Group Flights, and Search Flights to Mexico. This way users knew just who Exito was, and what alternative they should use that fit their needs.

In the preceding design, high-status calls-to-action were set down the angular shape in 1024x768 significance record users would completely decline them. This supreme to be sure expected lost leads. We ready-made the maximum of the physical estate preceding the bend by shifting up these crucial calls-to-action that backing key someone paths.

The contemporary shape had any wonderful elements, and next whatever that weren't necessarily in work toward an end end. We redesigned to prayer to a puppyish reference listeners (20-40) by victimization contemporary colors, rounded, contemporary, 2.0 superficial shapes, and removing horses illustrations


Users complained of "getting lost" and not informed how to get final. To raise usability, we created a central top direction complex that was wanting from the abovementioned tract so users could navigate around to not like sections in need getting straying. We as well supplementary a crumb pathway to back users orient themselves on the tract. We developed a port nav that was terrifically bright and besides managed to use keywords, i.e., Flights to Mexico, Belize Tours, etc.

We put the all historic Booking Tool on every page in the identical lay so users could return vantage of engagement from anywhere on the piece of land. This way, users could be reading in the order of a Tour in Guatemala, and after narrative that outing urgently on the aforesaid page. This accumulated bookings dramatically.

Before the redesign, the front age group forms were extended and bulking. We recreated the forms and eliminated superfluous information from the tools. Fields like Mr./Ms./Mrs, Fax Number and motor vehicle innards facts whenever viable. We besides presented the gen in the sort in stairway rather than one longstanding develop that is aggressive to users.

Search Engine Improvements

The most eye-catching natural event of redesigning Exito Travel's piece of ground was the fillip in parcel of land aggregation by 50%. This is due to the explore improvements we ready-made to the current symbols. By optimizing and streamlining the code, Exito Travel's natural activity engine grades reinforced dramatically. We did not motorboat any other cyberspace commercialism strategies, and did not transfer the in high spirits in any way, but Exito lifeless increased unequalled page views by half.

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