Morey's Piers, Largest Seaside Attraction in Western Hemisphere, Launches New Website to Showcase Guest Experiencee Your Headline

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Web users viewing 38.24 percent more pages on new site

In an economy where amusement and attraction providers are competing for limited discretionary dollars, Morey's Piers (http://www.moreyspiers.com), the largest seaside attraction in the Western Hemisphere, is enjoying increased attention thanks in part to the launch of their new website that showcases the guest experience.

Based in Wildwood, NJ, the amusement provider's leadership team engaged .Com Marketing to conduct a usability study of their existing website and guide development of a more aggressive online marketing strategy.

"We clearly found that a large number of our guests were turning to the Internet to evaluate their amusement options and plan vacations," said Norris Clark, director of sales and marketing for Morey's Piers, Beachfront Waterparks & Resorts. "But beyond providing ticket information, our challenge was to build a site that conveys the Morey's Piers experience. We wanted them to see, feel and hear what it was like to be a guest at our park."

Through a series of in-depth customer interviews, Sharon Swendner, president of .Com Marketing, discovered the keys to a successful Morey's Pier sites, including: a more intuitive navigation bar; an easy-to-use, interactive calendar; a consolidated area for pricing information; integration of amusement, hotel and resort information into a single website; and strategic use of tools that bring the visitor experience to life.

Swendner said, "From years of experience in the travel and amusement industry, we know that purchase decisions are based on two key factors - price and emotion. While we cannot influence price, we can create a sensory experience that helps sell the venue and strengthen the brand.

By ensuring that the virtual tours are prominently displayed on the site; providing 360-degree views of key rides; allowing users to customize their Web experience by selecting day, night and thrill views; including interactive games; and integrating sounds from the boardwalk and beach; we virtually transport visitors to the park, said Swendner.

A two-week comparison of the new site compared to the previous site reveals significant increases in four key areas:

Previous
Website    New Website    Percentage Increase
Page Views
(More people are viewing more of the pages)    
143,466    
222,315    
54.96%
Pages/Visits
(More pages are being viewed per visit)    
4.02    
5.56    
38.24%
Bounce Rate
(Fewer people are leaving or "bouncing" from the site)    
32.07%    
27.57%    
4.5%
Time Spent on Site
(People are spending more time on the site)    
4:11 min.    
4:41 min.    
12.15%

Clark, who compares launching their website to building a new home, said, "Don't underestimate the commitment it takes to develop a website. There are many bumps along the way, but the results are priceless." His advice to others in this area includes:

1. Allow users to define your website. Corporate leaders and site visitors often have very different ideas when it comes to websites, so it's important to remember who you're building the site for and seek their input first. Remember, customers will tell you how to sell them if you just ask.

2. Strike a balance between the "bells &whistles" and SEO.While flashy graphics have a high "cool factor," they don't fare well when it comes to search engine optimization (SEO), the ability for search engines like Google to locate your site on the Internet. When in doubt, err on the side of simplicity…with a creative twist.

3. Integrate a good CMS (Content Management System) for flexibility and cost savings.As a site owner, you need to maintain some degree of control. A good CMS allows you the flexibility of changing copy and swapping photos yourself in a timely manner, without incurring additional maintenance costs.

4. Accept the fact that it's never going to be perfect. Work as hard as you can to perfect your site and make it accessible by as many browsers as possible, but at some point, you just have to hold your breath and launch. Remember, websites are always a work in progress.

About .Com Marketing
.Com Marketing is an award-winning Internet marketing agency specializing in online strategies like search engine optimization, email marketing, social media and Web design. Founded in 1997, the Orlando-based firm provides strategic, customized and integrated solutions that help companies and organizations achieve their marketing and financial goals in a highly targeted, cost-effective manner. To learn more about .Com Marketing, visit http://www.commarketing.com.

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Sharon Swendner
Com Marketing
407-774-4606 ext. 206
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Liyya Hassanali
Com Marketing
407-774-4606 ext. 205
Email >
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