01
The brief
Peninsula Leisure Pty Ltd is a subsidiary company wholly owned by Frankston City Council, charged with the management of Council’s three aquatic facilities – Peninsula Aquatic Recreation Centre (PARC), Pines Forest Aquatic Centre and Frankston Skate Park – as well as an online platform PARC Your Way.
Whilst PARC is well-known in the mind of consumers – having almost 8,000 members, there was a prominent disconnect with Pines and Peninsula Leisure, with the latter being virtually invisible.
The digital presence of Peninsula Leisure, PARC, Pines, Frankston Skate Park and PARC Your Way needed to align and be seen as a single entity. The existing user experience was quite disjointed, and needed a more seamless flow between sites.
Client
Peninsula Leisure
Type
Project
Industry
Fitness & Leisure
What we did
Digital Strategy
Website Strategy (IA & UX)
Copywriting
Website Design
Website Development
Website Security
Website Maintenance
02
Website
We created a multi-site to house Peninsula Leisure and its subsequent brands, to drive community awareness and enhance user experience.
We developed a comprehensive website strategy and content plan to establish the purpose of each site, and how they would seamlessly align. In the strategy phase, we underwent workshops and market research with key stakeholders, including customers and staff. This helped to identify all key information that needed to be communicated across each department, including open hours, membership and entry pricing, centre updates and closures, class timetables, lap lane availability and more.
User experience and accessibility were key focuses across both desktop and mobile as there was so much much information to convey.
The new multi-site aligns with Peninsula Leisure’s wider digital strategy, considering social media presence, email marketing and their online member portal. It considers every target audience and is inclusive of all user groups.
03
SEO & SEM
We continue to provide website security and maintenance support, as well as SEO and SEM with our partner agency, Digital Insider.
Since launching the new website, we’ve seen a 9.5% increase in user visitation overall from 165,527 users in 2022 to 181,215 users in 2023. Since taking over Google Ads, we’ve seen a 133.7% increase in traffic referrals from 6,144 users in 2022 to 14,359 users in 2023.
We increased the click through rate (CTR) from 8.2% to 42.52%, increased the conversion rate from 7.84% to 14.9% and decreased the cost per click from $3.38 to $0.50.
04
Results
Feedback internally and with customers has been positive with an overwhelming appreciation for the ease of finding information on the site compared to the previous one.
The new website user experience was key in generating 7,284 phone number clicks, 4,298 contact form submissions, 2,287 join button clicks and 1,035 membership enquiry submissions in 2023. Assisting in decreasing cost per conversion from $43.12 to $3.36. Bounce rate was reduced from 49.16% in 2022 to 40.96% in 2023 and pages viewed per session went from 2.32 pages in 2022 to 4.38 pages in 2023. The site continues to show positive growth and results.
