Industry:

Transportation / Ferry Services

Services:

Marketing Strategy Consulting, Website Optimization, Website Project Management

Client:

Palm Island Transit

How Palm Island Transit leveraged a strategic website redesign to increase website traffic and user engagement

As a transportation service connecting the mainland to Palm Island, Palm Island Transit required a more user-friendly digital presence. Their previous website struggled to provide easy access to crucial information like ferry schedules, weather updates, and fare details. This caused frustration among users seeking timely and accurate updates, impacting the overall customer experience.

The challenge included the need for seamless navigation, real-time updates on tides and weather, and a booking interface that simplified travel planning. The goal was to optimize the site for mobile access and create a content management system that allowed for easy, real-time updates.

Palm Island Transit needed a website to engage audiences & boost UX

before

Content Strategy: Enhanced user flow by improving the navigation bar, ensuring quick access to essential pages such as schedules, fares, and weather updates.

Navigation Mockups: Designed a new navigation structure that included a scrolling top navigation bar for real-time updates on weather, tides, and closures.

Website Adjustments: Worked closely with the client daily to implement rapid website changes, ensuring a rapid website launch date.

Post-launch Training: Provided training and a simple content management system, enabling the Palm Island Transit team to make immediate updates.

I implemented a robust strategy to drive meaningful traffic and engagement for Palm Island Transit.

the marketing Strategy

204%

Increase in Organic Search Users

207%

Increase in Total Users

Total users increased by 207.1% in May, reflecting a significant boost in traffic after the launch. This growth came from a combination of organic search users, direct traffic, and social referrals. Organic search users alone saw an impressive 203.9% increase.

User aquisition

The most visited pages were the Rates, Water Taxi, and Parking pages, showing high user interest in essential ferry service information. This highlights the importance of presenting clear and accessible information, especially for a transportation service.

Top performing pages

The site's average session duration remained strong at 2 minutes and 33 seconds in May, indicating that users were spending meaningful time engaging with the content. This engagement shows that visitors were able to find the information they needed, particularly on key pages such as schedules, fares, and weather updates.

Improved Engagement

The Results

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