Driving Direct Bookings Through Website Optimization and Digital Marketing
Client Overview
Umi Digital’s partnership with One Aldwych began when we took over their WordPress website, which was struggling to deliver the results they needed. The initial challenge was to optimize the existing website to boost direct bookings and enhance user engagement while delivering a comprehensive hosting and optimization package.
The Challenge
When Umi inherits an existing website, there are always technical and performance challenges to overcome. Our goal was to maximize the potential of the incumbent website and gradually improve its performance over time. As One Aldwych transitioned out of a partnership with Leading Hotels of the World, they sought to grow their share of direct bookings and needed a robust digital strategy to support this shift.
The Solution
Our collaboration with One Aldwych has evolved into a comprehensive digital marketing and website optimization project, consisting of the following key elements:
- Website Optimization & Hosting: Umi Digital took control of the existing WordPress website and worked steadily to improve its performance. Through a combination of hosting optimization and gradual refinements, we enhanced the website’s ability to drive direct bookings and user engagement.
- Digital Advertising Campaigns: Initially, our marketing strategy focused on channel shift, ensuring that high-intent users converted on the website. As the partnership developed, we introduced a full-funnel approach, incorporating top-funnel, middle-funnel, and bottom-funnel advertising campaigns across multiple channels. This cohesive strategy links back to specific conversion goals, ensuring that every aspect of the campaign supports direct bookings.
- Website Redevelopment: As the limitations of the existing website became more apparent, Umi Digital embarked on a full rebuild of the site. While the design remained consistent with the brand’s aesthetic, the entire tech stack was modernized to ensure scalability, better performance, and an improved user experience.
- Ongoing Optimization: By aligning our digital advertising efforts with continuous website optimization, we’ve been able to create a cohesive strategy that enhances both the on-site experience and the traffic generation. This dual approach ensures that One Aldwych’s marketing goals are met with measurable improvements in performance and conversion rates.
The Result
Umi Digital’s partnership with One Aldwych has grown into a close collaboration, constantly evaluating and adjusting the source mix, target demographics, and commercial objectives. Through our combined efforts in website optimization and digital marketing, we have successfully supported One Aldwych in increasing their direct bookings and refining their online presence as they continue to grow.
Key Achievements
- Optimized the incumbent website to drive direct bookings and user engagement.
- Developed a full-funnel digital marketing strategy covering top, middle, and bottom-funnel advertising campaigns.
- Rebuilt the website with a modern tech stack to improve performance and scalability while maintaining brand consistency.
- Created a cohesive approach to traffic generation and on-site optimization, resulting in consistent improvements in conversion rates and overall performance.