For many out-of-town meeting planners and leisure travelers, the VISIT Milwaukee website is their first impression of the city. However, with a dated, difficult to navigate user experience, underwhelming planning tools, and a design and overall creative expression that reinforced a dated perception of the city, the VISIT Milwaukee site did not reflect Milwaukee's modern, thriving reality.
People who visit Milwaukee for the first time are consistently surprised by the many unexpected, wonderfully random experiences they’ve had during their stay, leaving with their image of the city transformed. The wonderfully random spirit of Milwaukee was Hanson Dodge's north star that informed all aspects of the website experience, for both leisure travelers and B2B (meeting and convention) audiences.
Since the launch on March 17, 2018, mobile traffic saw an overall increase of 40 percent compared to last year. Organic traffic has increased by 28 percent, bounce rate from the website has decreased by 24 percent and users are spending 60 seconds longer per session.
In the first nine months, the new website's hotel booking widget has referred 13,366 room nights and $2MM revenue to area hotels.
In addition to positive site statistics, public opinion was overwhelmingly positive, with the site receiving glowing reviews and many positive public mentions.
An interactive homepage allows users to discover more playful nicknames that give a peek into what people can find during their visit to Milwaukee. The large colorful designs take users to featured content.
A virtual slot-machine coined “The Randomizer” gives users a wonderfully random way to find suggestions for unique things to do and discover in Milwaukee.
The interactive neighborhood feature highlights 15 of Milwaukee’s vibrant neighborhoods, allowing users to explore local restaurants, shops, and businesses to plan their trips.
A MadLib-inspired event finder provides an entertaining way to find local events happening around Milwaukee.
A global MyTrip planning tool gives visitors an easy-to-use shopping cart that travels with them as they explore the site, allowing them to curate their upcoming trip to Milwaukee one click at a time.