Passes product page usability iterations

The passes page is a key piece of content for revenue generation.  After the year of free admission in 2017, the purpose of the page returned to informing visitors about the annual passes and special promotions. The content was then optimized for search engines and mobile usability.

URL: http://pc.gc.ca/en/voyage-travel/admission

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Improved search results
Keyword analysis showed we were missing important terms in our page title an body content.[/ms_column]

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Better mobile experience
Fully optimized for mobile.[/ms_column]

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Highlighted promotions
Cost saving promotions were highlighted to be more visible.[/ms_column]

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Clear path to conversion
Make it easy to order online or buy a pass in person.[/ms_column] [/ms_row]

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[ms_panel title=”2017″ title_color=”#000″ border_color=”#ddd” title_background_color=”#f5f5f5″ border_radius=”0″ class=”” id=””]

  • [icon name=”minus” class=”” unprefixed_class=””] Single purpose page
  • [icon name=”minus” class=”” unprefixed_class=””] Worked well during 2017 free admission
  • [icon name=”minus” class=”” unprefixed_class=””] The return to pricing required a change in approach

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[ms_panel title=”2018″ title_color=”#000″ border_color=”#ddd” title_background_color=”#f5f5f5″ border_radius=”0″ class=”” id=””]

  • [icon name=”check” class=”” unprefixed_class=””] Clearer calls to action
  • [icon name=”check” class=”” unprefixed_class=””] Buttons for actions
  • [icon name=”check” class=”” unprefixed_class=””] Inspiring choice of visuals
  • [icon name=”check” class=”” unprefixed_class=””] Promotions highlighted

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[ms_panel title=”2019″ title_color=”#000″ border_color=”#ddd” title_background_color=”#f5f5f5″ border_radius=”0″ class=”” id=””]

    • [icon name=”check” class=”” unprefixed_class=””] Search engine optimized
    • [icon name=”check” class=”” unprefixed_class=””] Standardized button microcopy

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[ms_column style=”1/3″ align=”left” class=”” id=””]Who was involved?

      • Promotions team
      • Pricing team
      • Web team[/ms_column]

[ms_column style=”1/3″ align=”left” class=”” id=””]Web team role

      • Keyword research and SEO
      • Improved microcopy on calls to action
      • Mobile-friendly layout

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[ms_column style=”1/3″ align=”left” class=”” id=””]Results

      • Improved page findability in search engines
      • Time sensitive promotions are easy to find
      • Related information on daily admission fees was added

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