Improved conversion, user experience & web positioning

The Challenge

New website
Novicell previously met with Constance Hotels & Resorts to learn what their needs were and to see how CMS we could create a more visual, functional and concise website in which to capture all the information and, at the same time, would help us to improve our positioning in search engines.

To achieve the objectives that had been set, we created the new web pages on Umbraco (open source content management platform on .Net).

The Solution

Novicell's digital strategy areas for CONSTANCE HOTELS:

• Data traceability and analytics
• Recurrent optimization of technical SEO and On Page
• Usability and conversion improvements
• Umbraco Technical Implementation
• Generating Google Ads campaigns for lead capture

The pillars of our digital marketing strategy were:

• International SEO optimization for hotels

In parallel with the development of the web, we dedicate efforts to optimizing SEO and the website using a CDN (content delivery network) to improve organic positioning of the pages of the different hotels and resorts in the different search engines. The use of the CDN has allowed us improve page load speed, response time, user experience and reduced bandwidth consumption in each country.

For the content SEO part, we carry out a detailed analysis of the competition, the different target markets and the market trends of tourism. Based on the results of this research, we identified series of strategic keywords to position Constance Hotels & Resorts.

We base our international SEO strategy choosing strategic keywords for each phase of the conversion funnel, respecting the user's search intention, without losing sight of branding.

The contents were re-optimized from scratch, prioritizing the SEO actions with immediate impact.

At the same time, we contribute technical SEO improvements: together with the frontend team, we are committed to a client-side solution of pure, modular and component-oriented JavaScript.

This solution, thanks to its light weight and control over the components, makes it possible to give preference to those that are visible to the user and to delay the loading of those that are not visible in this way ensure fast loading of the website and a pleasant sailing experience.

This actively helps SEO positioning since it allows easy implementation, obtaining successful and short-term results.

To push the digital marketing plan for hotels even further, together with SEO, we create international PPC campaigns that helped our client get more views and conversions.

• International PPC Campaigns

Constance Hotels & Resorts trusted Novicell to develop a strategy of international Google Ads campaigns in 4 different languages and in different countries of the world.

The desire emerged to plan a more far-reaching international strategy for paid Google Ads campaigns that could boost the acquisition of new customers, with the objective of increasing revenues and the value of conversions, without losing sight of branding and brand consideration wherever new business opportunities arise.

We developed in three phases our international strategic plan for PPC in 4 languages for increased revenue

• UX/UI improvements

Not only do customers have to feel good during their stay at the hotel, but the experience begins when we visit the Constance Hotels & Resorts chain website. This requires a user experience approach on the website.

The design of the page is modern and welcoming, it contains many visual elements, giving the user the opportunity to learn a little more about their next destination.