An intrepid digital journey with Adventure Base, the leaders in mountaineering adventures and beyond

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.

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.