- UX Research
- UX design
- Cart Design & Build
- Back end integration
- Trust Payments
- Consulting & Strategy
- Content Architecture
- UX & UI Design
- Responsive Web Development
We worked seamlessly with Adventure Base to achieve two clear objectives. Firstly, grow the business beyond mountaineering to include other types of adventures. Secondly, to reach and engage with the corporate market, boldly taking on B2B.
Adventure Base is a daring adventure holiday company, founded by world-renowned adventurer and 14 time Everest summiteer Kenton Cool. They help individuals, groups and businesses experience the mountains like never before, all with effortless organisation.
The plan was to build a brand new website and booking platform to give customers the confidence to book directly through the website, rather than enquiring via phone.
The trips offered by Adventure Base have a high price point and therefore nurturing customers through the sales process is paramount. To tackle this, the previous website had a clear objective, ‘call or email to find out more’.
A call or email was the start of a lengthy process with the sales team to ensure all questions were answered and customers were filled with confidence ahead of a booking. An incredibly time-consuming process which was holding the team back from growing the business further…
During the discovery phase, we did a deep dive into all the concerns, questions and objections that customers typically asked. We profiled all possible target audiences – companies, inexperienced mountaineers, experienced mountaineers, groups and individuals.
FAQs from all possible customers, such as ‘is this the right level for me?’, ‘what’s included in the price?’ and ‘where do we stay?’ were taken into consideration during the design phase. Objection handling all possible questions is key when it comes to conversion on high-ticket items, we want each customer to have enough information up front to want to purchase ASAP!
An innovative addition to the site has been the use of conversational commerce, in the form of the “adventure wizard”, (seen above) a feature designed to convert an uncertain user into a lead. Once the questionnaire, which is written in a conversational tone, is completed, Adventure Base can offer a personalised trip that suits the customer’s needs and ultimately has a higher chance of conversion.
A team effort
It wasn’t just the Strafe team who got creative on this project, Adventure Base was committed to ensuring the content on the site was relevant and engaging. They provided point-of-view videos from each trip, stunning photography and personal bios from each of the guides.
Boldly taking on B2B
A dedicated section shows the offering for corporate and groups. Photos and client logos add credibility.
Interactive Map System
To showcase the routes they take on the adventures, the maps were interactive so the user could click on each point to learn about what happens at that stage.
Mobile first design
We discovered at the initial research stage that 60% of users visit the site via mobile, so it was paramount the user journey was well thought through via this device type.
A change in consumer behaviour
Users are much more likely to buy high-ticket items online compared to pre-pandemic. To maximise this, we redesigned the booking platform to encourage further conversions on the site.
Previously, the Adventure Base payment was powered by Rezdy, a specialist booking platform for tour and activity businesses. Unfortunately, this limited the personalisation options during the checkout process. We redesigned and built a brand new booking platform directly on the website.
This has vastly improved the flow of the purchase journey allowing users to check adventure availability, payment options, add extras and request a bespoke trip. It’s a seamless experience that integrates with the site and links back into Rezdy for the team to manage in the back end.
New Website = Increased Efficiencies
The Adventure Base team can now spend more time designing, creating and delivering trips for all types of customers all year round.
From the moment we got going the process was smooth, transparent and the communication was great. Not only did we receive valuable web design advice we also received great conversion insight and knowledge that we now apply to our business. In fact, in the first month of launching we did £50k’s worth of sales of which we’d like to think a considerable amount is down to the new site. Thanks to Ross, Emma and the whole Strafe team for doing what they do
Since its launch, the website has been nominated for two 2021 Drum awards for ‘Best Website’ (Drum Roses Awards and the Drum DADI Awards) and won Gold for ‘Best Website’ in the UK Business Awards.