One of my first projects at Haka was to relaunch its e-commerce website. As the marketing lead and overall project manager it was my responsibility to set the website’s strategic direction. This included documenting business requirements, creating the sitemap, working with our agency partner to define the UI/UX and overseeing the integration with Haka’s custom back-end booking engine.

There were several pillars underpinning the website’s strategy: writing destination-focused content to drive SEO performance, reducing clicks-to-cart as much as humanly possible, increasing social proof through user generated content and authentic online reviews, implementing a fully-automated lead-gen CRM flow, and optimising campaign landing pages to improve the conversion of our digital advertising.

Within a week of launching the website’s bounce rate dropped by 60%. Within a year of launching a number of Haka’s competitors had mimicked its design and approach.

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