At Pelago, we strive to provide our customers with valuable content that is both informative and engaging. Our team achieves this by crafting high-quality articles and itineraries that are optimised for SEO and organic search. Specifically, our previous design from 2020 had poor SEO implementation in both design and front-end development.
The team was directed to improve SEO, increase CTR to Product details page (PDP), improve UX structure, and enhance readability. With these guidelines in place, the team conducted a round of competitor analysis and UX analysis on Pelago's previous article designs.
With a primary aim to enhance our SEO and improve search engine listing results when customers search for travel ideas related to our products. The team and I did a UX analysis and tear down for each section of our existing articles template.
Based on the findings, I guided the design team through the prioritisation exercise and we proposed a series of PO priorities and design proposals.
We made various design updates to how our content is laid out and structured to address the above mentioned issues.
In addition, the design team developed ideas and initiatives to improve product merchandising in the new content layout design, enhancing the overall reading experience for users who visit our articles and itineraries. The final approach achieved three key business goals: increasing click-through rate to product detail pages, improving the user experience structure, and enhancing readability.
An Instagram-inspired product merchandising UI provides a strong call-to-action to view the product detail page before the user finishes reading the section. Lastly, the layout's flexibility allowed the content team to retain creative freedom in curating product photos that elevate the overall UX of the articles template.
We believe these improvements will help us attract more visitors to our website and ensure that customers have a positive experience when interacting with our content.
