Website Redesign Drives 9.3% Sitewide Conversion Rate for Black History Walks
sitewide conversion rate
reduction in bounce rate
The Challenge
Black History Walks had built an outstanding reputation through its award-winning tours, talks and exhibitions, but its website no longer reflected the quality of the organisation. Years of adding new content had made the site difficult to navigate, resulting in high bounce rates and visitors struggling to find the information they needed.
As the organisation expanded its online events during the pandemic, the website became even more complex. The challenge was to organise a huge amount of content into a modern, conversion-focused website redesign that encouraged visitors to book events, subscribe, or get in touch.
The Business
Black History Walks has delivered award-winning walking tours, talks, exhibitions and educational events across London for more than 20 years. The organisation is recognised by major publications including the BBC, Condé Nast Traveller and The Guardian.
The Goal
Redesign the website to improve navigation, increase engagement, reduce bounce rate, and create a clearer path towards bookings, newsletter sign-ups, and enquiries without sacrificing existing search visibility.
The Strategy
Step 1: Simplify the User Journey
We restructured the entire website to make it easier for visitors to discover events, talks and tours. Clear navigation, stronger content hierarchy and prominent calls to action (CTAs) helped remove friction throughout the booking journey.
Step 2: Preserve SEO While Rebuilding
Rather than importing a cluttered website into a new design, we rebuilt the site from the ground up. High-performing pages were migrated manually to retain valuable search rankings while creating a cleaner, more scalable website structure.
Step 3: Create a Conversion-Focused Design
The new design balanced SEO-optimised educational content with compelling imagery and strategically placed conversion opportunities. Visitors could quickly find relevant information while being encouraged to book events, subscribe to updates or enquire about private tours.
The Results
Result 1:
The redesigned website delivered an average conversion rate of 9.73%, an industry-beating average measured between September 2020 and March 2021. Visitors were significantly more likely to complete valuable actions, including booking events, joining the newsletter and making enquiries.
Result 2:
Before the redesign, visitors frequently left the website without exploring its extensive content. Following the launch, the bounce rate fell by 23%, from 72.6% to 56%, demonstrating that users could more easily find the information they were looking for.
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