DigitalWerk

Crafting Strategies

What makes a great website?

With over 2 million visitors each year, Schönbrunn Palace is the number one Austrian tourist hotspot. A fancy palace also needs an appropriate online presence to fit the royal picture.

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STEP 1: ANALYZE IT AND SET THE GOALS RIGHT

Let's take the Schönbrunn-example: While it is tempting to set all focusses on the start screen and other apparant design features, it is even more important to dig deeper: In the royal palaces case, there was an issue with the usability of the online ticket shop which did not draw a sufficient audience from the teaser concept. This was a crucial issue that needed to be solved. In order to do so, it was necessary to define prio 1 goals of the new webpresence: to enhance UX to the max and to smoothen out UI.

STEP 2: DEFINE THE COMMUNICATION PROCESS

schoenbrunn

To guarantee an effective workflow, it is crucial to now define all communication processes and responsibilities. A scrum-oriented workflow ensures realistic deadlines and a professional project management tool tames all tasks. This way, transparency is ensured all the way to Go-Live. Guidelines are introduced and agreed upon. At a productive kick-off meeting, experienced project managers set the tone for the next steps.

STEP 3: THE TECHNICAL GET-DOWN

A technical challenge in means of editorial usability and performance was the fact that seven websites associated with the project had to be connected in the same backend-system. A central content hub with custom workflows now makes sure that all content managers are able to work at a highly connected rate and with utmost effectivity.

STEP 4: KNOW YOUR AUDIENCE

cta

A user-centric web design with reduced elements and a clear CTA concept soon showed its effects: ticket sales rose by 10%, visits by 50%, the number of pages per visit by 40% and the visit time could be improved by 22%. We created a high-performance website with a balanced information-branding-ratio to fit the audience of Schönbrunn.

Effects of New Website Expressed in %, T=120 days

Page Visits +40%

Before Relaunch
After Relaunch

Online Ticket Sales +10%

Before Relaunch
After Relaunch

Visit TIme +22%

Before Relaunch
After Relaunch

STEP 5: EVALUATE FURTHER POTENTIAL

From the beginning of the project, it was important to us that all programmed modules should be usable for other future projects of the Schönbrunn group. As this standard effected seven different websites, it was crucial to keep in mind how the potential of current elements can further be used and developed.