The Client
Flockhill is a premium alpine lodge located on Flock Hill Station, in New Zealand’s Craigieburn valley. The property offers suites, newly constructed villas, a homestead, and the outstanding Sugarloaf restaurant, providing relaxed luxury with refined service contradictory to the rugged beauty of their surroundings.
They stand out in the market due to the range of exclusive activities available on the property, their incredible location, and their sustainable practices.
With a discerning clientele, it’s important for their website to deliver a high quality user experience in line with their brand.
The Opportunity
To enhance their profile in 2019, Flockhill partnered with Tomahawk and invested in new branding and a new bespoke website to reflect their unique ‘refined wilderness’ experience.
They recognise that their website is a key asset for driving direct bookings, and needs to be reviewed to continue meeting the best standards of usability.
In 2024, through a UX audit, we identified that areas of their website could be enhanced for a better customer experience.
The Solution
The team at Tomahawk completed the UX audit to identify opportunities for improving the website to guide the customer journey through the booking process.
Key improvements applied included:
- Refinement of the home page content, clickability, and general layout to improve visibility of the main header and menu, ease of site navigation, and acessibility.
- Booking appearance and messaging of CTA buttons across the website were refined for consistency. Additional placement opportunities for the CTA button were identified and actioned.
- Refinement of typography, hierarchy and design elements across the website for consistency, ease of use, and SEO optimisation.
- Increased ease of access to the homepage and accommodation pages.
- Recommended creation of a newsletter subscribe feature and promotions highlight.
The Results
After the UX changes were completed, we reviewed key metrics for 3 months and compared them to the previous 3 months before changes were made. The following improvements in engagement were achieved:
- Purchases increased 500%
- New newsletter sign up pop-up attracted 458 sign ups
- Phone link clicks increased by 130%
- Contact form submissions increased by 124%
- Page views of the accommodation pages increased by 30%
In addition, comparing these 3 months in 2024 to the same period in 2023, we found:
- Average engagement time increased by 50%
- CTA link clicks increased by 578%
- Phone link clicks increased by 79%
- Email link clicks increased by 147%
- Contact form submissions increased by 51%
