Case Study - RIHGA Royal Hotels Group
With HubSpot COS’ distinctive template, we’ve succeeded at usage optimization.
About the Client : RIHGA Royal Hotel Group
RIHGA Royal Hotel Group is developing 11 luxury hotels throughout Japan with the RIHGA Royal Hotel Osaka, which welcomes guests from Japan and abroad, as its flagship. RIHGA Royal Hotel Group, after tackling a variety of challenges from the standpoint of the latest technology, usability, and design, has entrusted HubSpot partner 24-7 with a fully-fledged renovation of its website.
Our client, RIHGA Royal Hotel Group, wished to increase the number of reservations at its restaurants and stays at its hotels through its own website. However, their website at the time suffered from sluggish performance and indifferent traffic numbers from mobile devices. They were not able to distinguish the origins of repeat traffic or grasp the fluctuations in the numbers of reservations made through the website or the number of calls generated by it. It was unclear what they needed to focus on to improve these numbers.
The Problem of Mobile Usability
Access by mobile devices (smartphones/tablets) had yet to exceed 30% of traffic overall at the time of their last website renovation, in April 2012, so the optimization of page display was incomplete. To be more specific, pages below the third level were displayed in PC view only, even on mobile devices. Then, while reservations booked via the website steadily increased, the proportion of usage by mobile devices did so as well; by April of 2016, it had come to consist of 70% of traffic overall. The need to improve this inconvenient situation was self-evident.
How Best to Measure and Analyze Results
Their former website’s structure held no mechanism for grasping where the challenges lie. They were unable to accurately measure important values such as their number of conversions (e.g. the number of booking calls generated). As analysis tools like Google Analytics are highly functional, aggregation is complex and sharing is difficult. The challenge of SEO: On multiple pages, the content of title tags was redundant, creating the possibility of penalties from Google. Additionally, they had not established the themes of each page or attempted to select pertinent keywords; thus, they were unable to raise their search rank.
The Intricacy of a Website Update
Their former website was constructed using dual CMS (MODX and WordPress) side by side. Because of this, the system created a stressful situation for the supervisor to make daily updates in. Not only was the MODX management screen non-intuitive and hard to use, the workflow for updating side-by-side CMS was intricate and difficult to understand. RIHGA Royal Group’s site had individual pages for each base of its national expansion, and so there were a multitude of pages and sub-pages, ultimately numbering in the hundreds. And while the pages for each base were of the same type and could use a common template, the components and content to be posted were all different. The structure and environment of the old website turned making updates into an impenetrably convoluted task.
In November of 2016, 24-7 began work on a full renovation of the site using HubSpot COS to tackle these various challenges. This was no simple matter of swapping out CMS tools: we needed to put together a plan that would unravel all the issues and redesign the site from the ground up to implement continuous G.D.D.
Responding with a User-Friendly UI/UX
24-7 devised its improvements to the UI/UX based on the concepts of visibility, comprehensibility, and straightforwardness for visitors. To provide optimum views for the increasing numbers of existing mobile devices as well as future mobile devices, we applied responsive web design with HubSpot COS to every page. Additionally, we considered how best to provide a comfortable experience for mobile users by constraining the volume of information presented as the first impression.
Then, we ensured a smooth path to “Book a Reservation” by placing it regularly in the header. We also performed design improvements such as switching to a pale color scheme and alleviating visual weightiness.
To increase traffic through organic search, 24-7 implemented internal measures for SEO. We defined themes for each page, rearranged information, had a specialist rewrite lead text, and otherwise polished up each page carefully for a simple appeal. We paid close attention even to link texts, adjusting them to the most suitable descriptions of the pages they led to. This served not just to increase the amount of time visitors spent exploring the site, but also facilitated correct evaluations from search crawlers. Additionally, we corrected title tags to appropriately reflect the content shown in the editing screen of the settings tab to eliminate negative factors.
Development of a Unique Template to Enable Effective Usage
We unraveled the intricacies of side-by-side usage of two CMS through HubSpot COS’s integrated management. On the other hand, 24-7 carefully considered template design that would be able to display different content for each of the pages that served as a base for their national expansion. As a result, we deployed a template developed in-house by 24-7. We designed this template to have clear-cut modules while maintaining a balance with improvability and flexibility. The developer, when able to manage one type of page with just one template, is better able to handle necessary updates and additions flexibly.
Furthermore, this template guaranteed expandability using sections containing flexible areas, the number of which can be increased or decreased as needed. Through the custom modularization of principle blocks, pages can be created simply and flexibly by combining sections and custom modules.
Thus, even if the company introduces new bases, they can easily mass-produce pages simply by creating several files, campaigns, and blog posts, whether they need several dozen pages or several hundred pages. In other words, with the template, they won’t have to go through the effort of cloning pages en masse. (See diagram.)
For convenience, the template is split into a Content Template layer and a Page Publishing Template Layer. In the Content Template, content unique to each base or common among bases is stored dictionary-style. Conversely, the Page Publishing Template essentially does not store content, as there is a separate structure (HTML/HubL) provided for storing it.
Taking the header as an example, the internal structure of the file is very simple. Thanks to this, the application of updates is simple for the webmaster, who doesn’t have to look over complex HTML. Furthermore, by isolating the content from the structure, even if the supervisor of one base were to make a mistake, it would have no impact on other bases or the overall site. While it is the role of the Page Publishing Template to accurately distinguish the Content Template, receive the values, and output the page, the various bases may need to alter the Content Template that they import, and for this distinction, we used the value of Campaign. For example, if the string “Osaka” is included in the Campaign, the Content Template to be imported will be “vars-osaka.html”.
Through this mechanism, the developer can create a page and, simply by selecting Campaign, obtain an output result that is optimized for the base which they wish to update. And since Campaign can be used for its original function in analysis, the developer can kill two birds with one stone. This also has the effect of preventing slip-ups, such as the developer forgetting to set the Campaign option when creating the page and being unable to perform an analysis. These designs are not only applied to shared components such as the header and footer, but in all parts of the website. For example, on the top page for restaurants, there is an area for the automatic display of blog posts, and these posts are separated by each base, i.e. for Osaka, for Tokyo, etc. Here, too, the developer can save effort on fiddling with other configurations by simply setting the Campaign option.
With this precisely designed template, we’ve made it possible for RIHGA Royal’s webmasters to focus on the substance of their content.
Visualization and Sharing of Analysis Data becomes Possible
Through the introduction of HubSpot, we’ve created an environment for individual page performance and reliable measurement of overall efficacy. RIHGA Royal Group’s webmasters can now access needed numbers and data worry-free and instantaneously, and conduct in-house information sharing with ease. We’ve ended the previous era in which developers had to rummage through multiple CMS and analysis tools to scrape together data, and set RIHGA Royal on the path to efficient operations.
Broad Optimization of Site Application and Update Operations.
By integrating what was a dual-use CMS (MODX, WordPress) with HubSpot COS, we’ve dramatically optimized RIHGA Royal Group’s website updating operations.
- 1. Thanks to the integration of the test server and production server under COS, the workflow between reviewing content at a preview URL and the publication of updates is more pleasant.
- 2. As HubSpot’s editing screen is intuitive and easy to understand, we’ve made it possible even for managers who are laymen in IT to update the website (e.g. updating texts, trimming images, or modifying layouts). As a result, RIHGA no longer has to rely on outside production companies; instead, the environment allows their own staff to rapidly handle updates.
- 3. As a result, they can make use of a website built in accordance with the ideals of Growth Driven Design.
RIHGA Royal Hotel Group
The prestigious and leading hotels in Japan
|Number of Employees||1,189名 (as of June 29, 2017)|