The Missouri website was overly “designed” in a way that inhibited user interaction with the site. The heroes were too big and the filtering was clunky. We needed to determine how the site was resonating with the intended audience and how to go about updating the site to drive more KPIs.

• Inspire people to travel to Missouri

• Overcome stigma that Missouri is not a travel destination

• Provide a place for partners to list events and information

Update the site to utilize web best practices and reduce unnecessary information and visual clutter to drive follow-through on vacation bookings.

Web Analytics Review, Competitive Audit, Website Audit, Content Audit, Sitemapping, Wireframes, UI Design, Post-Launch Reporting, and Iterations.

• Scroll depth across the site increased significantly with the new updates (shown below)

• Bounce rate decreased by 14%

• Time on site increased by 9%