Case Study

Destination Bloomington Web site

In 2008 the Bloomington Convention Visitor Bureau decided it was time to completely overhaul its web site and create a new site that:

  • Catered to the specific needs of its key target audiences
    – Leisure travelers
    – Business travelers
    – Group/Meeting Planners
  • Engaged these audiences in a way that reinforced the value proposition of Bloomington as a premier destination.
  • Offered a unique online experience by following best practices in user centered design.
  • Offered publishing tools to make the site content more relevant and less costly to maintain.

Visitor Goal

Create an improved online experience for site visitors to help them make an informed decision about traveling to Bloomington.

  • 492% increase in email sign-ups/site registrations
  • 12% increase in site visits
  • 18% increase in organic site search (due to improved site content)

Business Goal

To drive room night sales into Bloomington hotels.

Results:

  • 492% increase in email sign-ups/site registrations
  • 12% increase in site visits
  • 18% increase in organic site search (due to improved site content)
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    Home page features Flash animation that presents multiple messages to site visitors.

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    Home page features the Mall of America.

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    Home page features great deals in Bloomington.

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    Home page features timely promotions.

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    Site offers a dedicated sections for target audiences such as meeting planners.

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    Site offers a dedicated section for business travelers.

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    Site offers a dedicated section for leisure travelers.

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    Site offers a dedicated section for International travelers.

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    Site offers a dedicated section for wedding planners.

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    Site offers a dedicated section for sport event planners.

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    Site offers a variety of information about why Bloomington is such a great destination.

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    Site offers extensive information about the Mall of America.

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    Sample itineraries help visitors make the most of their stay in Bloomington.

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    An interactive guide allows visitors to search activities and attractions by type and location.

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    An interactive guide allows visitors to search nightlife by type and location.

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    An interactive guide allows visitors to search restaurants by type and location.

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    A Deals and Getaways section helps visitors find the best deals in town.

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    An Events section makes sure that visitors know what’s happening to make the most of their visit.

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    Maps and Transportation.

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    The Hotels section allows visitors to search and compare hotels easily from one page.

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    Hotels also be compared based on location on a map.

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    Visitors can research individual properties in detail to find the best choice for their travel needs.

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    Visitors can also view photos of hotels to help them choose the hotel that is best for them.

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