Our focus was on conversion and making it as easy as possible, paying particular attention to the mobile experience, ease of navigation (Rabbie’s have a lot of tours!) and key pages like the homepage, tour details pages, and area-specific landing pages. As well giving the site a visual revamp, we brought in various conversion rate optimisation tactics to counter potential user objections. These included changes such as visually displaying key reasons to choose Rabbie’s, using iconography to draw attention to tour themes and highlights, and providing extra information on the guides. In all, we created a suite of over 25 bespoke pages, and a front-end style guide to assist Rabbie’s own development team in the implementation of the designs.