Greenland.com is Greenland’s biggest travel site. On the website tourists can find information about Greenland’s culture and natural surroundings, and they can use it to plan their visit.
Previously, the website had won a number of international awards, and the expectations for the new version were great.
Ambitious goals for user behaviour
Visit Greenland was looking for a more contemporary and visually more engaging website. A website that was designed in such a way that it left plenty of room for the many impressive photos that are so important for an experience and travel site.
More significantly, however, the goal of the new version was to move away from pure branding and instead to create a site that encouraged increased conversions among users.
The business model is, amongst other things, based on tracking the traffic that the website sends to external travel providers.