The Cook Islands are a collection of 15 islands located in the heart of the pacific, halfway between New Zealand and Hawaii. Our challenge was to create a new website that unified the previous per-market approach. Therefore, creating a centralised site that would persuade more people on the destination so they couldn’t resist booking a trip.
We identified three key roles the website needed to fulfill. The most important was to help visitors discover the destination. With users knowing little to nothing about Cook Islands it was critical that the CX showcased the islands, giving compelling reasons to visit and addressing any inaccurate, preconceived ideas the user may have. It’s only once they’re convinced Cook Islands is their destination of choice, that we can help them plan their visit and then connect them with a retailer to book.
The website is built around a combination of content and video ‘cards’. Being conscious of the high tendency for users to scan destination websites, the cards aim to aid with visual storytelling, so visitors are constantly being shown exciting content in an easy to digest way.
Traffic increased by 177% in the three months following launch, and mobile traffic increased by an impressive 335% in the same timeframe.
The average duration on the site is now above two minutes and a massive 6,513 new email sign-ups occurred since launch.