To increase awareness of the hotel's B2B products, Novicell recommended focusing on the hotel's online advertising through Google Ads.
The goal was to attract more conference guests by increasing traffic to the website with quality visits to the meeting and conference pages. Quality was measured based on visitor behavior on the website, including average visit duration, bounce rate, and page views. Additionally, a series of conversion goals were set up in close collaboration with Hotel Vejlefjord.
At the same time, an intensive SEO effort was initiated, which included content upgrades, resolving technical SEO challenges, link building, and optimizing the website structure. The aim was to generate more organic traffic to the conference section.
The purpose of driving more relevant traffic was ultimately to convert more visits into guests. Therefore, the pages were reviewed to ensure they were conversion-optimized with well-chosen and clear call-to-actions.
Website with a focus on experiences
The optimization of Hotel Vejlefjord's online marketing evolved into a broader collaboration with Novicell for a redesign of the hotel's website. The goal was to create a website that reflects Hotel Vejlefjord's visual identity and supports the hotel's digital strategy with a focus on B2B results.
The web solution was built on Umbraco and prioritized B2B content, with photos, top menu, and text clearly signaling meeting and conference facilities.
To support Hotel Vejlefjord's identity, Novicell aimed to merge the classic expression with modern web design, just as the hotel combines modern wellness and conference facilities with its historical buildings.
Therefore, images of the hotel and its surroundings play a central role in showcasing the many experiences the hotel offers through sliders and image menus. All of this is presented in a responsive design that prioritizes content differently depending on devices and presents it beautifully on all devices.
Conversions are key
An important part of the new Umbraco solution was the integration of a well-functioning webshop, making it easy to purchase products from the spa stay even after the guest has returned home. Gift vouchers for wellness stays are particularly popular products. uCommerce was chosen as the webshop solution, seamlessly integrated with Umbraco.
The next project is already in the works - a new booking system that will make booking your next stay at Hotel Vejlefjord a breeze.
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I use Novicell both as a sparring partner and supplier. The online channel is an increasingly important part of our business, and we are more than satisfied with the results created through a combined effort of development and online marketing.
In addition to Hotel Vejlefjord gaining 30,000 more followers on Facebook and a website that strengthens the hotel's identity, the project has led to the following results.
Measured in the period from 2014 to 2015
The collaboration consisted of
The collaboration with Novicell includes targeted online marketing, a new responsive website with an online shop, and engagement of guests on social media.
Targeted online marketing
Content optimization and advertising of B2B facilities with a focus on conversion optimization.
Modern digital design.
Modern website designed to express the hotel's history and prioritize guest experiences.
New, responsive website developed in Umbraco CMS with a focus on supporting the B2B strategy.