By combining its four sites into one, easy-to-navigate website, Visit Huntington Beach saw a 55% year-over-year increase in both sessions and unique visitors, as well as a hefty increase in organic traffic.
The Visit Huntington Beach website was outdated and suffered from numerous usability and navigational issues, which resulted in an extremely high bounce rate. In fact, they had four separate websites for different audiences, which segmented traffic, frustrated users and were difficult to maintain. Although the bureau previously utilized a well-known content management system, it was cumbersome and not designed for the tourism industry. The bureau also maintained disparate databases for partner data, sales, media and visitors.
Visit Huntington Beach's new web and mobile sites launched on October 15, 2013. By September 2014, just 11 months after the website launched, there was a 55% year-over-year increase in both sessions and unique visitors. Additionally, organic traffic increased from 9,615 in September 2013 to 23,831 in September 2014.