"Bolser have played a pivotal role in our success to date as we future-proof and expand our digital footprint, working closely with our marketing team to ensure a smooth transition and maintenance of our SEO and organic ranking. We would recommend Bolser to any client looking for an agile, approachable, and knowledgeable agency."

Louise Whitt, Head of Digital Marketing & Ecommerce, Caledonian Travel

The challenge

Navigating the path to excellence 

In a competitive, value driven market, the Caledonian team needed their website to convert more site visitors into customers, so we were tasked with: 

  • Designing an updated look and feel, to outshine competitors. 
  • Increasing user engagement with compelling content, offers and reviews. 
  • Improving the user journey and booking process to ensure a seamless experience. 
  • Maintaining search visibility through effective site migration. 

What we did

Crafting the customer journey

The project commenced with a collaborative discovery phase which included customer journey analysis, target audience analysis, competitor research and persona development.  
Using these insights our designers created compelling new landing pages with an optimised user journey, showcased through high spec workable prototypes. In addition, our comprehensive design system will ensure future updates are aligned and easy to action. 
Our Performance team were on hand to support with the migration to a new domain, benchmarking performance of the existing site, conducting technical audits, and monitoring post-live performance to ensure organic visibility was maintained. 


The results

Steering towards user-centric experiences

In the 3 months following launch of the new design the website analytics showed a significant uplift in user engagement on the site, particularly brochure downloads which are now easier to find. What’s more the increase in organic traffic shows the migration was successful from an SEO perspective with more users able to find the site through Google.

  • 25% increase in engaged sessions
  • 178% increase in brochure downloads
  • 24% increase in organic traffic