Destination pages are the bread and butter of Lonely Planet's website. They inform and inspire people about great places all over the world. We set out to redesign some key aspects of these pages, with a focus on page performance and user conversion.
Our old destination pages were slow to load, extremely long, and the conversion funnels were buried. We found that users were only scrolling to around 30% of the page depth. This presented a multitude of problems. Any sponsored elements below that scroll threshold were being lost to the user. We also were seeing our conversions flatline because the users were not finding a way to get to our booking views for experiences, hotels, and points of interest.
We set out to make these pages load fast, and provide a sticky header nav that would allow the user to quickly jump to views which could help them plan a trip, and book via Lonely Planet. We also used LP's vast data resources to surface relevant information about the location to the user at the top of the page.