Tracks & Trails
Tracks & Trails (www.tracks-trails.com), located in Grand Junction, Colorado, creates personalized Adventure Kits for road trip and RV enthusiasts that include detailed itineraries, maps, and brochures. These destination-focused kits provide adventurous travelers with first-hand, "field tested" information on where to go and what to do in the West's most beautiful places.
Foraker Design was contacted to conduct a usability audit on the existing home page and other areas of the site. Through conversations with the company's leadership, competitive analyses within the market niche, and a detailed review of current site functionality, Foraker was able to arrive at a deep understanding of the company's goals and target audiences.
Our expert usability specialists then went to work examining each site element and assessing its role and importance to site visitors. A comprehensive report was then written offering suggestions and additions for the improvement of the site.
New home page designs were shaped using the ideas created during the usability audit. Foraker was able to fashion a home page design that more quickly established the deliverables being offered and the value of those deliverables—while also providing more intuitive pathways to purchasing and information request areas. One of the most appealing features added was the Most Popular Trips selector. This new feature allows visitors to flip through several trips, read summaries about each one, and then click through for additional information.
Visitors now confidently explore deeper into the website without feeling as though they are being led into the dark—and bookings are at record levels at Tracks & Trails.