Website redesign case study
A website with five-star reviews that still couldn't convince customers to book. Through user behavior tracking, customer interviews and usability testing, we uncovered the real causes of the problem and reworked the user journey.
The starting point
Brno-based OROOM offers luxury experience rooms for couples — from mysterious Japan to the passionate atmosphere of Havana. Despite earning top five-star ratings, its online presence was in poor shape.
The website confused visitors and, instead of convincing them to book, it pushed them away. The goal was to unlock the website's potential and turn it into a powerful sales tool.
Problem analysis
First, we needed to understand what users actually wanted. We tracked user behavior with Hotjar and Google Analytics, ran interviews with prospective and existing customers as well as the OROOM owner, and carried out real-world usability testing.
Prospective customers didn't understand OROOM's offer or its higher price. There was no clear explanation of what the stay involves and why it's an exceptional experience.
Because of the bolder photography and unconventional concept, the website felt more like an untrustworthy service than a premium experience.
Our solution
We realized that a surface-level redesign wouldn't be enough. The user journey had to be rebuilt so it matched the experiences OROOM truly offers.
Added value — we positioned OROOM as a one-of-a-kind getaway for couples.
Building trust — we strengthened the credibility of the website through reviews and transparent information.
We focused on visual elements that evoke the feeling of the experience from the very first visit.
Each room got its own page with a concise description, gallery, CTA buttons and reviews.
We rewrote the copy so it tells the brand's story authentically and naturally drives bookings.
We added a banner with five-star Google reviews that helped turn doubt into bookings.
Results
Testing proved that the changes led to a substantial increase in bookings. The new elements held up aesthetically and users confirmed a major improvement over their previous experience.
After the successful redesign, OROOM expanded to Milovice near Prague, Karlovy Vary and Hronov.
We designed a clear hub page to guide visitors between locations.
"As the founder of OROOM.cz, I can say that FreelanceCore helped us improve our sales funnel. We now have not only happier customers, but more of them — at lower acquisition costs. FreelanceCore delivered what they promised. On time and in excellent quality!"
Services and tools used
FAQ
The original website confused visitors, failed to explain the value of the experience stay clearly enough, and did little to build trust.
We used Hotjar, Google Analytics, customer interviews and real-world usability testing.
The redesign reworked the user journey and added dedicated room pages, CTA elements, reviews and copy that drives bookings.
The conversion rate increased 6.4×, engagement rose by 44%, and the usability score improved from 5.15 to 8.85.
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