Made for Spain & Portugal (MfS&P), a custom luxury travel agency, reached out to Good Rebels with an issue: they were receiving too many leads because the premium aspect of their offering wasn’t being perceived. Consequently, their conversion rate was very low. Their goal was to use the website itself as a filter so that only those clients capable of affording their services would convert into leads”
A paradoxical situation.
Made for Spain & Portugal is one of the most esteemed Spanish travel agencies. However, due to its focus on a select, mainly American audience, it’s likely that few people in our country have heard of it.
Their main product is tailor-made trips, offering clients a wide array of luxury experiences (cultural, artistic, gastronomic, etc.).
When they approached us, they needed to reduce the number of leads. Why? This is something that typically happens to a company offering a premium product: most of the leads they were attracting couldn’t afford the price of the service, but this was only discovered after the entire lead generation process.
The simplest and most direct solution for any other business would have been to clearly display their prices on the website. However, that would have detracted from the brand’s elegance and prestige, so the solution needed to be more intelligent and subtle.
MfS&P employees had to spend much of their time on leads that served no purpose.
The website as a filter: a premium look & feel.
Analysing the brand’s character and needs, we concluded that the best way to avoid the torrent of useless leads was to create a website with a design and content that would offer a notoriously premium image to users. This would make it clear that the MfS&P product is not for all budgets and those who, after a glance, already knew they could not afford it, would not continue to advance in the conversion funnel.
Precisely for this reason, in contrast to other website redesign projects, SEO did not play an important role in this case, as MfS&P is made known through other channels (trade fairs, print ads, word of mouth), which also acts as a filter.
Thus, we were able to focus on the experiential aspect of the website and, above all, on how to create a luxury experience.
The real value of a journey.
Our motivation for travelling is the particularly unique moments we hope to live: great experiences, enriching and memorable moments. In this case, moreover, linked to luxury. The structure of the website had to be similar to a travel eCommerce and its effect, the equivalent of reading a luxury travel magazine.
With this idea in mind, we began to work on how to capture these sensations in the design of the new website:
- On the visual side, we redesigned the logo, simplified the colours, eliminated superfluous elements and carefully selected each image. These changes were also applied to the offline material.
- For the UX, we designed a seamless experience, taking care of every element of the navigation to convey and accompany the premium product feeling.
The structural approach should facilitate the presentation and accessibility of the content.
Less is more.
With the idea of simplifying and facilitating navigation on the MfS&P website as much as possible, we created a functional and logical content architecture, minimising the options.
The main menu was reduced to four essential sections: “Spain”, “Portugal”, “About us” and “Contact”, creating clear options to reach the home page from any page. And we designed a content tree with little width but a lot of depth, with interactions and links that allow a simple and natural access to all the information, without saturating the user.
The MfS&P visitor has two exploratory paths: “where” and “how”, and can choose their destinations depending on the destination or type of trip. A third link leads to a small selection of suggested itineraries, giving an idea of the possibilities for personalisation.
Achieving the goals.
Thanks to the new design, the visitor knows, without needing to see the price, whether or not they can afford the service. At the same time, quality leads, without knowing specific itineraries or destinations, can start to savour their own customised travel experience.
Thus, we achieved our initial goal: the new website significantly reduced the number of leads, significantly increasing their quality and conversion rate.