DIGITAL ANALYTICS

After a year of strategizing and planning, the CVB launched the new destination website at the end of September.

The goals for developing a new destination website included bringing our brand personality to the pages with design elements like movement and color, using a mobile-first approach for ease of search and navigation, and increasing member/partner referrals. You will now see partner listings on the top of pages, content supportive of organic traffic and blogs supporting new initiatives.

Through the COVID-19 pandemic, the CVB website has continued to be a driving force in providing resources to consumers, partners and the community, as well as offering important safety messaging and information including our Safer Together, Greater Together Pledge.

Since the website's re-launch, focus on creating engaging blog content to support relevant topics of interest has been a priority. During the months of September through October, six blogs were created, highlighting the best of October in Greater Palm Springs, shopping for face masks locally, what's new this fall, unique dining experiences, celebrating Halloween, and drive-in theaters.

Moving forward, the website is focusing on campaigns including Time to Fly, Holiday, and Love Local.

Year to date, the destination website is down 47% in traffic compared to 2019. This is due to the COVID-19 pandemic, paused media spend and an expected dip from the website launch. With new landing pages and blog content strategies in place and a strong SEO program, we expect to see an increase in organic traffic to the website in the upcoming months. While sessions are lower than planned for 2020, our conversion-per-session rate is exceeding our goal, which includes partner referrals, e-newsletter sign-ups and visitor guide requests. All positive indicators for our destination.

Below are dashboards showing our year-to-date total website traffic, engagement and conversion rates.