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Toad Hall Cottages.

★★★★★ "We were searching for an agency that could deliver a fresh approach to our online presence, moving from an online catalogue approach to more of a destination oriented, concierge experience. Clicky's just had the professionalism throughout and ability to zero in exactly as to our needs and ambitions were for the new site." Larry Alen, ICT Manager, Toad Hall Cottages Ltd

The client

www.toadhallcottages.co.uk/

About Toad Hall Cottages.

Toad Hall Cottages is one of the leading holiday property providers in the South West of England, boasting a fine range of coastal, waterside and rural holiday cottages across the region.

Vertical.

Travel & Leisure

Audience targeting.

B2C

The project

Website type.

Business Websites / Property Websites

Launched.

December 2016

Duration.

4 months

Team

Dawn Jones.

Account Manager

Hayley Sackett.

Lead Digital Designer

Jason Arrowsmith.

Natural Search Specialist

Matt Richards.

Digital Designer

Oliver Yeates.

CEO & Founder

Rhian Williams.

Digital Design Manager

Sam Gadsby.

Managing Director

Toad Hall Cottages is one of the leading holiday property providers in the South & South West of England, boasting a fine range of coastal, waterside and rural holiday cottages across the region.

Their portfolio contains over 650 properties that have been carefully selected by their team of holiday cottage experts, to ensure they reach the high standards that guests expect.

The client approached Clicky to help plan a more intelligent, goal-driven and user friendly website, that focused on the needs of the audience and better reflected the fantastic offering and service that Toad Hall Cottages provide.

The site was in need of both aesthetic and functionality modernisation, to become more dynamic and interactive whilst enhancing the visual to more effectively sell the cottages, locations and holiday types. Marketability and the results achieved post-launch were of the utmost importance, so a research and auditing phase was required to deliver the most effective, results-focused output possible.

What we did

We first entered a ‘discovery’ phase to provide actionable insights to influence an informed approach and style for the design, alongside proposed features and inclusions of each page template across a newly planned and structured sitemap.

We investigated current and previous website results, auditing historic performance to identify areas for improvement whilst aligning this with current and future industry trends, ensuring the website was innovative and at the forefront of digital technology, with the aim of creating a market leading website. This incorporated structural and content audits, analytics reporting, marketability reviews and user interaction testing.

The data and statistics obtained through auditing the website and exploring Toad Hall’s industry provided us with an in-depth understanding of how the website should be designed. This would ensure the user experience was consistently positive in order to achieve the overarching goal of increasing conversions, and creating a website that not only had fantastic design, but ultimately improved performance and direct ROI.

'Our design team used the discovery document to plan the redesign of the site with greatest possible level of detail, whilst working closely with the client to utilise their understanding of the market and existing customer base.'
Sam Gadsby, MD, Clicky Media

With the main aim of the new website being to increase conversions for both people booking holidays, and people wanting to let their properties, it was vital that the booking system was clear. This meant having simple, prominent and clear calls to action.

‘Professionalism throughout all staff and ability to zero in exactly as to our needs and ambitions for the new site’.

Our design team used the discovery document we prepared to plan the re-design of the site in great detail, whilst working closely with the client.

The result

The net result of the project is an industry leading website, that positions the brand effectively and accurately in the market. The site design is fresh, clean and modern whilst also much more results and conversion orientated.

The Toad Hall team developed the website in-house, so our work with the client extended through to supporting the integration of the creative with the website systems in place. We worked closely with the client throughout the project to ensure a strong understanding of the design and the reasoning behind inclusions and the functionality requirements.

Just one month after launch, and without undertaking any additional marketing to what the client was doing pre-launch, some impressive results had already surfaced:

  • 11.9% increase in sessions
  • 63.32% increase in page views
  • 45.95% increase in pages per session
  • 27.57% increase in avg. session duration
  • 13.59% reduction in bounce rate
  • 13% increase in conversion rate
  • 26.45% increase in online Bookings and Revenue
  • 22.09% increase in conversion rate for mobile bookings
  • 76.36% increase in mobile bookings and revenue

These stats alone show the value of investing in a thorough research and auditing process to aid the design and development of a website. Toad Hall’s website is their shop window, and often the first place consumers come into any form of contact with them, which means, impressing them and ensuring they can find what they need at this stage will only increase the likelihood of them converting.

'We worked closely with the client throughout the project to ensure a strong understanding of the design and the reasoning behind inclusions and the functionality requirements.'
Sam Gadsby, MD, Clicky Media

The project was a real joy to work on, and involved team members from various departments within the agency to research, plan and then design a website that would ensure Toad Hall have a competitive advantage in the market.

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