Visit Las Vegas - a website redesign increased event booking leads by 60%

Challenge
Las Vegas is the world’s #1 meetings destination. But in 2023, event and meeting bookings were declining. The goal? Prioritize getting users to contact the team, since direct contact triples the likelihood of booking compared to standard RFP submissions.

Role
UX Design Lead: responsible for UX strategy, UI direction, stakeholder presentations, and project management.

Strategy & Execution

User Journey Optimization
Solving the problem started with dissecting the Event Planner user journey

I focused on stages where event planners are most likely to engage with a team member, Exploring (“I can explore the possibilities”) and Narrowing (“I can confidently find the right fit”). Strategically placed CTAs and messaging on content directly related to these stages.


Key Design Enhancements
Where do the do the lead gen CTAs sit in the site structure and UI?

  • Strategically placed CTAs to encourage contact

  • Streamlined contact flow with no barriers

  • Easy filtering by industry, event type, or region to match users with the right team member

  • Personalized CTAs: consistent brand color, friendly messaging (“We’d love to speak with you directly”), and team member photos


Interactive Features
The Vegas team is robust - how can a user easily find the team member they need?

  • Modular contact widgets placed contextually on venue pages

  • A filterable contact directory with pop-up bios for over two dozen team members


What Didn’t Work…
A sticky “Contact the team” speech-bubble button under the menu was removed after user testing; testers mistook it for a chat bot. It was replaced with modular widget strategy.

Impact

The optimized strategies and placements effectively boosted the top KPI of contacting the team, leading to a 60% increase in user inquiries via phone or email in one year from launch.

40%+ increase in the team being contacted by email.
20% increase in the team being contacted by phone.

dotComm Awards, Gold:  Las Vegas Convention and Visitors Authority, B2B Website