Carden Park is an award winning, independent luxury country hotel based in Cheshire. Complete with two golf courses, spa and extensive leisure and hospitality facilities. Reckless worked closely with Carden Park to develop a new website that not only better engaged with their range of audiences, but also held synergy with the high quality of the brand.
Carden Park approached Reckless when they were returning to being an independent hotel.
Carden Park needed to take the time to understand their audience and what their customers expected from them. This new insight led to the develop of a new digital strategy to better attract, convert and retain their customers.
The brief was geared towards increasing customer engagement with a core focus on revenue generation. To ensure customers were engaged and profitable throughout their life cycle, data capture and remarketing were very important.
The old website did very little to cater for the wide range of customers and this was resulting in poor revenue generation and a reliance upon aggregator websites.
Reckless initially set about identifying Carden’s various audience personas. This provided insight as to how best to design the site to maximise engagement and conversion rates.
Through our workshops we continued to gather data to better understand customer behaviour and expectations, this helped to shape and create effective user journeys, that would ultimately result in conversions.
The new website was built on the very capable WordPress CMS, this gave the Carden Park marketing team excellent control of the new site and allowed them to better adapt to the customer’s ever changing needs.
The new site not only better engaged the range of audiences, but also held synergy with the quality of the brand. Results showed a 24% increase in traffic, 134% increase in site revenue and 120% increase in conversion rate.
Our ongoing relationship with Carden Park is focusing on driving footfall and increasing spend when customers are on the estate. Our on-site apps are boosting data capture and allowing us to better remarket to customers with relevant messaging in the future.
The website has also been nominated on the Awwwards website, rating highly for design, usability, creativity and content when voted for by digital professionals around the world.
The original case study can be viewed on the Reckless website.