Project 2024

Evaluating the landing page for two campaigns suggested that SEM focused on business breaks were better performers over seasons than those aimed at the weekend leisure travellers keen to explore the connections of the hotel to its past.

1. The high bounce rate on the home page and long journey to booking indicates a problem with the overburdening of the CTAs, leading to confusion, as well as the branding. 

2. Also, there is a perceived distance between the hotel and what the city of Cambridge has to offer. The owner has therefore decided to focus purely in a single area of expertise, reflecting both the area and available experts. He is seeking a complete refresh.

   The aim is to establish Granta as a Centre for hospitality where the L&D divisions of service sector companies can send staff to learn best practices - utilising the culture of Cambridge that provides for tourists, history buffs and business leaders - whilst leveraging the surroundings to provide a comprehensive rundown in the classroom, on-site and virtual lessons.

   At the same time, Granta wishes to maintain an aspect of hotel business, with the joint purpose of engaging guests better, but also to provide a lesson for hospitality professionals.

Nestled within the tranquil embrace of the Cambridgeshire countryside, Granta - named after the two tributaries of the Cam - emerges as a captivating bohemian haven, ensconced within the walls of a Grade-II listed Georgian building.

With minimalist elegance a business centre for hospitality, as well as a hotel, offers the perfect surroundings for those wishing to avail themselves of its beauty and more sybarite pleasures of the city, whilst providing an essential detour for those looking to build their business in restful perfection

Original website (Granta - the hotel)

High Fidelity Design

Problem

 
The Granta Hotel began life as a boutique hotel, in the 1870s, attracting both business and pleasure-seeking guests intrigued by its history. Traditionally, the hotel has provided short-term hospitality for those wanting a break from large commercial districts, but also executives in need of a neutral space to meet clients travelling into Cambridge ( a technology hub ) – or needing to reach Stansted Airport, twenty-five miles distance.  

Over the past year it has suffered a drop-off of guests by 15%, with reviews suggesting some confusion with a neighbouring period guest house, and some business executives feeling the Granta was too niche to offer a full panoply of facilities. It also appears to lack a connection to the city (priding itself on restful seclusion) and therefore limited in its offering for the business class.  

The owners sense the hotel may have an identity problem.

• User flow through G4 analytics suggests 6 clicks to a purchase, and a primary return to the home page, indicating navigation issues, reinforced by a heat map.  

The saturation of the signature red could be raised if the contrast with black wasn’t so keen, meeting the wishes of the client to maintain the uniqueness of the property. A clean white backing would ensure the visitor is not overwhelmed, however.  

 
The first introduction to the rooms available on the original site was submerged by the historical narrative of “named” apartments, to the detriment of the amenities. The booking system was also minimal in design features, restrictive in choice, and with an unattractive bleaching effect to differentiate the screen from the splash. Clearer outlines of amenities might allow for a full complement of technology to be shown. Both the sports facilities and dining could deemphasize the historical aspect, whilst providing options for leisure spent with an emphasis on the bleisure market: out of hours facilities, high-tech options in the gym/sauna, etc.  

However, in order to focus on a clear pathway and build aesthetic UI around it, it’s first necessary to understand who the guest is, her/his needs and how the market has generally responded to date.

Before getting to work on the persona and user flow, it was important to see whether there were some straightforward practical decisions that might assist stickiness to the site and bring down the bounce rate. First, the blurb introduction on the splash might confuse or alienate a business crowd confused people; it was also too long, distracting from the visuals.  

Further, the three menu system on the splash (a side bar for corporate information; a Reserve button, and a footer menu for various features of the hotel) demonstrated a lack of hierachy, leading to confusion in the User Flow. When a side bar was used, this overlaid the footer and prevented scrolling. A new design might maintain choices, but they should be clearly delineated for different audiences: perhaps the availability feature might address an audience constrained by time, for example – especially commuting business types needing to take an eleventh hour flight, or those already familiar with the hotel. A top banner prompting those searching for one particular feature above others for their stay is one used often by business hotels. Lastly, the scroll should offer a more leisurely, “ambient-led” introduction to the hotel.  

PERSONA

EMPATHY MAP

GA4 Demographics data reveals visitors in a medium income bracket, with an interest in flying; combined with the success of previous campaigns and modelling based on the emerging bleisure market and location of the Scarlet Rooms Hotel, a persona and empathy map can be built.

Page One Goals

1. Strong & Clear Headline (Above the Fold)
Goal: Immediately capture attention and communicate value.

2. Engaging “Solid” Visuals & Call-to-Action (CTA) Section
Goal: Visually reinforce offering, dependability, and encourage sign-ups.
Use a high-quality background image (e.g., a professional chef training students or a networking event).
CTA Button: "Free Trial" (contrasting color against white background, easy to spot).

3. Key Benefits Section (Why Join?)
Goal: Quickly showcase the unique value for businesses.
Use bulleted, bite-sized benefits for clarity, with colour coding to recall the three benefits
✅ Industry-Recognized Training – Gain practical skills from top hospitality experts.
✅ On-Site Learning – Experience real-world hospitality environments.
✅ Networking Opportunities – Connect with industry professionals.
✅ Flexible Learning Paths – Online & class-based resources tailored for success.

4. Social Proof & Testimonials
Goal: Build credibility and trust.
Feature stats near the title, and recommendations further down the page. Industry insiders as well as students.

5. Simple Sign-Up Form (Minimal Fields, various media)
Goal: Reduce friction for businesses to join.
Keep it simple: Name, Business Name, Email, Industry Sector
Offer an incentive: Free Trial

Final Touch: A/B Testing & Analytics
Test variations of headlines, CTA placements, and images.
Use heatmaps (Hotjar, Crazy Egg) to track user engagement.
Monitor Google Analytics to measure sign-up conversion rates.

Competitor Analysis

SITE MAP