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The Starting point

Sybaris Chauffeurs operates a successful professional chauffeur service serving clients based in Bristol and Somerset. ie initially developed Sybaris Chauffeurs first website in 2011, when in 2013, Sybaris expanded the company following significant investment in new vehicles, ie was asked to develop a completely new website and review the company’s corporate identity.

The primary aim of the new website was to position Sybaris as a luxury chauffeur service; a company which focused entirely on the needs of the customers with an obsessive focus on client comfort. Before embarking upon designs for the website, ie conducted a thorough review of the market place and Sybaris’s proposed customer base.

The Intelligent Approach

By spending time researching the market ie identified three very different target audiences, each of which had specific needs, yet all whom needed to be addressed through the website. By using imagery and copy that resonated with each of the three core audiences we developed a customer journey that felt bespoke to each target market and answered their needs.

Our research also highlighted how many of Sybaris’s enquiries to their existing website were made by customers ‘on the move‘ researching the service from a mobile device. To ensure the optimal user experience regardless of how the visitor viewed the site ie recommended investing in the development of a responsive web design.

The Results

By representing each of the three-different customer groups on the home page and encouraging visitors to self-select according to their needs, ie developed a logical flow to the website. This targeted approach has seen more of the right type of clients booking trips through Sybaris Chauffeurs thereby increasing the company’s profitability by 100%.

Since going live in March 2015 the website has formed the main stay of Sybaris’s marketing and continues to attract the right customers. Organic traffic to the site accounts for over 60% of the website traffic. The number of visitors accessing the site on mobile devices continues to grow, as does the length of time they spend which as seen an increase from 1.15 minutes to 2.16 minutes. In short, the site has helped position Sybaris as the premier provider of luxury chauffeur travel in well-equipped and scrupulously maintained Mercedes-Benz cars.

Undergoing ie’s Discovery Process helped us to focus on who are core clients are and what their specific needs are. As a result we have tailored the website specifically for this market by identifying common themes and seen a substantial rise in internet enquiries

Simon Harnaman - Absolute Wealth Management

 

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