Great Wolf Lodge operates North America’s largest group of indoor waterparks, offering uniquely designed resorts filled with family-friendly activities and attractions.
With 80% of sales coming from web channels, digital customer experience is a major priority for Great Wolf Lodge. By analyzing customer behavior on the Suites section of their website, Great Wolf Lodge recognized an opportunity to improve guests' booking experience. Visitors needed an easier way to explore the different types of lodging available, including the unique features and key differences between the Standard, Themes and Premium lodging options. Great Wolf Lodge set out to redesign the Suites page to enable guests to research their room options as easily and seamlessly as possible.
The Suites redesign was a success. The added sub-navigation to the Suites pages improved the user experience, decreased confusion on the Suites offerings, decreased exit rates for visitors that have clicked through to the booking engine and improved the pages’ load times.
The redesign increased the revenue per visitor by making it easier to upsell guests on the Themes and Premium Suites since they were more visible and easy to access. Great Wolf Lodge estimated that if this redesign was implemented a year earlier, it could have increased incremental revenue by 19.6% and conversion rates by 20% for users who visited the Suites pages of the website.
By condensing key information and content into at-a-glance cards, plus adding a sub-navigation, visitors were able to easily explore and toggle between Standard, Themes and Premium options. This led to visitors spending more time on the site, higher conversion rates and more revenue per visitor.