Pelago is a travel experience platform created by the Singapore Airlines Group. Think of us as a travel magazine that you can book - highly curated, visually inspiring, and trustworthy - just like Singapore Airlines. Our aim is to connect you with global and local cultures and ideas, so you can expand your horizons.
As part of our 2023 scaling plans, we have identified the need to improve our homepage, as it is a crucial part of our strategic focus on SEO marketing and performance.
The Pelago homepage (below) has excellent potential for improvement. The current design, created during the pandemic, is causing scalability challenges in product conversion, merchandising, and overall user experience.
Our team conducted extensive research on user behaviour across multiple competitor websites.
We discovered that recommendations based on previously browsed or booked product categories could be included for existing users.
For new users, we suggest popular activities based on geo locale. One solution we propose is to provide more indexable and relevant content on the homepage.
This could include displaying recently viewed and wish list items.
Additionally, we ranked things to do near the user based on the distance from their location.
Although we did not have any quantitative or qualitative data to conduct potential discovery research, our team has proposed several solutions that could help improve the homepage's performance.
Our team also suggests including several user-data-generated product carousels on the homepage. The carousels include Popular/Trending in Destination X, Recommended For You, and What's New. These carousels could be customised per destination from Pelago's ops portal, providing users with a more personalised experience.
We have outlined metrics for success in this initiative through Increased conversions, more PDP views, and more GPLP views as potential indicators of success. Other metrics include an increase in keyword searches originating from the homepage, increased organic traffic due to ranking in Search Engine Results Pages (also known as “SERPs” or “SERP”), and greater user engagement.
View Pelago's homepage
