The solution was to redesign the customer journey and streamline the process through the site. Within six weeks, Searchlight had accelerated the changes required to address the visitor dropoff issue and increase profits. They worked with Super Camps and their website developers to make significant changes, solving key problems which meant that parents who had been unable to find a Super Camps programme running in their area could go to the new mobile-enabled website and find a local camp straight away. In addition, where pricing and the bookings procedure had been difficult, that was all changed. The actual booking process has been made simpler, pricing easier and the site digitally enabled to interact with the latest mobile technologies so that parents can make bookings on their mobile phones.
Super Camps MD Guy Ker explained: “Understanding what was required of our e-commerce platform was essential; it is the point of contact between the customer and the business. In our case, we needed to give people the opportunity to find out very quickly what camps and opportunities there were for children and whether they exist for up and coming holidays. We were losing a lot of visitors to the site because when they looked for something in their area it wasn’t there. We turned that on its head to make sure there was always a solution when a parent typed in their postcode on the homepage.”
He added: “As a business, it’s easy to prioritise 30 things but in reality, you have to distil this down to three critical business changing things. What Searchlight did was help us understand what those priorities should be. They also set a deadline and got us there. Searchlight’s Chief Digital Innovation Officer was like a football coach. He installed the attitude that it was not a question of whether we would be ready – we had to be ready. He showed leadership, put himself in there and worked very hard. It was great!”
The new site went live on December 15, 2014, and, according to Guy, the return on investment is a massive 400 per cent.