Visit Las Vegas - 60% Increase in ‘Contact the Team’ Conversions

Las Vegas is the world’s #1 meeting destination. I worked with the Visit Las Vegas team on a site-wide strategy to hit top KPIs as we redesigned and overhauled the entire website. There were various goals we designed for, but the #1 priority was to get a user to contact the team. The data showed that if a team member talked with a potential customer, the likelihood of the event being booked was 3x greater than an typical RFP submission — ultimately tripling potential bookings and business in Las Vegas.

Design Process

Discovery & Research

Secondary research mapped out the Meeting Planner’s journey in selecting a destination for their event, identifying key points where they are most likely to seek information or engage with a team member. The four stages of the Meeting Planner’s destination and venue selection process are as follows:

1. Establishing. “I understand enough to establish the parameters.”

2. Gathering. “I know enough to gather the options.”

3. Exploring. “I can explore the possibilities.”

4. Narrowing. “I can confidently narrow to find the right fit.”

Credit: R&R Partners

User Research Insights

The website needed to provide comprehensive information across all pages to support every stage of the meeting planner’s journey. This included details on venue spaces, incentives, hotel bookings, and off-site activities for attendees. Stages 3 and 4 were critical, as they marked the points where the website and team member interactions occurred. A cohesive, site-wide strategy was essential to achieving the top KPI—boosting the "Contact the Team" conversion—so that Las Vegas team members could personally connect with meeting planners.

To accomplish boosting the "Contact the Team" conversion, the website required:

• Strategic call-to-action placements in key locations to encourage team contact.

• Seamless contact: Reaching out to a team member had to be effortless, with no barriers.

• Easy filtering: Users needed to quickly find the correct team member for their specific event type.

• Personalized engagement: Team members needed to be presented as approachable and personable, encouraging meeting planners to connect with them.

Design Ideations

In collaboration with Sr. Designer Becca Bratt, we identified every possible location and page across the sitemap that a “Contact the Team” call to action made sense to help drive a conversion. We eliminated some possibilities and also ideated on widgets that could be flexible and used modularly across the site.

We determined that in every instance that allowed, the call to action had to…

• use color strategy - designate a single color (blue) that would be used for all top KPIs

• contain inviting messaging. ie something more inviting than “Contact Us”

• display a photo of a team member so that the user could put a friendly face to the team they are contacting

Visual & UI Design

Click images to enlarge

High Fidelity Prototypes

‘Contact the Team’ placement in navigation take over

If a user is already looking for information, the one place they will definitely access is the site’s main navigation. This key location, along with using the brand blue strategically to guide the user’s eye to the right side of the screen, increased the likelihood of visibility for conversion on this KPI. In addition to color strategy, we made sure to personalize the language to help increase engagement. For example, in instances that allowed for more copy, messaging such as “Have Questions? We’d love to speak with you directly” was used to be more inviting to encourage interaction.

Bridged the gap between venue pages and contacting the venue’s designated team member.

On the previous site for example, the Las Vegas Convention Center (LVCC) Venue page and the About The Team page were naturally in separate locations on their respective pages. But instead of having the meeting planner navigate away from the LVCC page to find the LVCC sales team, we placed an LVCC contacts widget directly on that page. We repeated this strategy across various venues and pages of the website, and still kept a separate comprehensive staff page.

Almost every instance of a “Contact the team” call to action displayed a friendly smiling face of a team member, included within a droppable, modular contacts widget that can be placed on any page.

Personalized bio slider

A slider that represents the team members in an approachable and personalized way with fun imagery and quotes that detail what they love about Vegas encourages users to connect.

A filterable contacts listings widget

An easy way for a planner to find which team member they needed to contact by filtering by industry and sales region. The Visit Las Vegas sales team is very robust with multiple departments based on industry and location. A meeting planner has the option of over two dozen Las Vegas team members to decipher and choose from. In collaboration with our lead developers, we created a comprehensive contacts list that is filterable by industry, type of event, and geographical location. It also offers pop up for bio and contact info.

User Testing

User testing showed that the planned sticky button that sat directly under the menu needed to be removed. This was intended as another prominent opportunity for a user to contact the team by clicking the button and heading to the comprehensive team page. However, 100% of users tested thought this was a chat bot due to the speech bubble icon and it’s sticky placement on the right side of the screen. We ended up removing the button altogether.