Throughout my time with Crystal Ski Holidays I’ve always tried to improve the performance of our merchandising banners, either through selecting the right image or, in this case adding design for greater impact.
From initiating design based web banners to drive greater click-through over the base content management system banners and adding pricing to banners to make savings clearer to using illustration in place of imagery to create more variety on the home page, I’ve always tried to push for trying something new.
Scope
- Graphic design
- Digital design
Outcome
Click-through gains
After introducing the idea of more designed banner graphics and A/B test was performed agains the standard content management system banners. The designed graphics saw a +90% click-through increase and an improvement in click to book, as a result designed hero graphics are now the standard and have evolved with design guideline updates.
Taking advantage of opportunities
More recently we were given a last-minute opportunity to be featured on BBC’s Children in Need, so we were able to capitalise on the air-time by creating a newsletter sign-up banner on our homepage with graphics that were inspired by Pudsey’s eye-patch to tie-in to the CiN theme and give those that came to the site from seeing the Crystal feature a recognisable action to take.