The Cape Town Pass website followed our other successful website launches for the Leisure Pass group which include Dublin, London and New York. We chose to echo the colours of the South African flag in the colour scheme of the website. This entailed of a mainly green, yellow, black and red interface with smaller details in blue (such as logos and icons) and text rendered in white. This took a natural approach and was not forced – instead it served as a subtle and clever tribute to the colours of the South African flag.
As this was a tourist website, it was important to add high quality images of each of the attractions that the pass card allows the user to visit. As such, we implemented slideshows (to minimise loading times) for all of the attractions such as the Cape Point Nature Reserve, the Drakenstein Lion Park and the Kirstenbosch National Botanical Gardens. This element added visual impact to the attractions by showing the website visitors what they can experience if they purchase the pass. As an extra incentive to purchase the pass through the website, smatterings of microcopy were used to highlight extra benefits such as discounted entries, fast track entry and free guides and maps.
While the above mentioned elements provided for a great visually aesthetic website, it was bound together by an expert UX to assist with making conversions. The content filled the webpages to ensure that visitors had easy access to all of the information they may need. A prominent ‘Buy Now’ button was placed in the right-hand corner of the header – this remained in place and floated above the content as the user looked through the website. With this, the option to purchase the Cape Town pass was but a single click / tap away. Lastly, a banner was utilised across the home page to advertise time sensitive offers to promote conversions such as ‘Online Sale! Save 15%!’.