September 26, 2018

Case Study: Homepage Video Increased Time Spent on Hotel Website by 17%

What’s the problem?

The Grand Ely Lodge, which boasts panoramic views of Shagawa Lake, is located in northern Minnesota and provides a much-needed escape from the hustle and bustle of everyday life. Surrounded by nature, the hotel has a lot to offer their guests including an indoor pool and sauna, a game room, snowshoeing, fishing, kayaking and more.

The lodge needed a way to showcase their lodge and surrounding areas in a visual way in order to engage website visitors and encourage them to explore the website and discover more about the property.


What’s the end goal?

The goals were to drive engagement among key customer segments, increase time spent on the website, increase website traffic and decrease the website’s bounce rate.


How did we solve it?

In order to best display all of Grand Ely Lodge’s offerings to website visitors, the property team created a video with drone footage of the property with highlights of the surrounding area. This video replaced the main image on the homepage which generated engagement and interest leading to increased time spent on the website and users discovering all that Grand Ely Lodge has to offer.


The Proof:

After just one month, the time spent on the homepage increased 17% MoM to 1.35 minutes and the organic bounce rate improved by 5% MoM.

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About HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Auckland. Through its Smart Guest Acquisition Suite, including the smartCMS®, Content Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or


Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425