Omni Hotels & Resorts has had a mobile presence since 2007. When the company invested in a responsive (RWD) website in 2014, however, it resulted in poor site performance and a significant drop in bookings from the mobile channel. Initial attempts at fixing the problems – implementing a CDN to increase speed and adding a 24-Hour Hold feature to allow users to lock in a rate or hold a reservation across devices – did not achieve the desired increase in mobile bookings.
Usablenet’s responsiveness made the difference
Omni turned to Usablenet to provide a solution. Usablenet’s strategy was to optimize the web layer of Omni’s existing RWD site to improve speed, and inject adaptive mobile content into the site to create a faster, more visual, and more user-friendly mobile experience. Usablenet also designed various UX enhancements and built out features such as an “At-Hotel” mode that offers mobile users browsing from home a unique, contextual experience. In addition, Usablenet consolidated Omni’s previous multi-step and multi-page checkout into a streamlined, one-page booking flow.
Along with higher speed, more traffic
Following the launch of the new and improved mobile site, Omni’s revenues from the mobile channel have doubled; today, mobile makes up nearly 40% of Omni’s overall site traffic. Additionally, new visitors convert at a 25% higher rate and returned visitors’ conversion rates jumped nearly 100%, thanks to Usablenet’s work.
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