CRO | Case Study
Westgate Resorts
Redesigning a high-volume landing page to restore trust and drive conversions
CRO | Case Study
Westgate Resorts
Redesigning a high-volume landing page to restore trust and drive conversions
Role:
Lead Product Desginer
Timeline:
10 weeks
Responsibilities:
Research, UX Strategy, Wireframing, Prototyping, Stakeholder Alignment
Overview
Westgate Resorts is one of the largest resort companies in the U.S., with more than 10,000 employees, 22+ properties, and over $1B in annual revenue.
I joined the team to improve the performance of a nationwide vacation offer landing page.
Despite heavy ad spend and a very attractive price point, conversions were declining month over month.
The Challenge
Conversion rate was dropping even with high traffic and low price.
Users clicked the ads, arrived on the page, but left before taking action.
Goal: Redesign the landing experience to clarify the offer, reduce uncertainty and increase conversions.
Research Approach
To identify why users were abandoning the page, I combined quantitative data with qualitative insights:
Funnel and bounce analysis
Heatmaps and session recordings
Call-center reviews and call listening
Empathy mapping to capture emotional triggers
This helped reveal exactly where confusion, doubt and friction were happening.
Key Insights
Analytics & Heatmaps
High bounce
Low scroll depth
Clicks on “terms/fees”
Weak engagement with the hero
User Reviews (Five9)
“Is this real?”
“Why is it so cheap?”
“Where exactly is this resort?”
Agent Interviews
Most calls started with the same fear:
“Is this a scam?”
Pain Points
I grouped findings into five areas of friction:
Trust & Credibility
Unclear pricing, no reviews, no social proof.
Offer Clarity
“$59 per package” didn’t match hotel mental models.
Cognitive Load
Too many destinations inside a single page.
Context Gap
Users couldn’t see how close resorts were to major attractions.
Weak Visual Storytelling
Image gallery didn’t showcase the resort value.
Instead of confidence, the landing experience
created doubt — causing users to exit before converting.
Instead of confidence, the landing experience
created doubt — causing users to exit before converting.
How Might We
To transform research insights into actionable opportunities, I ran a short “How Might We” workshop.
The goal was to shift the team from discussing solutions to clearly defining opportunity areas based on evidence.
Before & After
The redesign directly addressed the key opportunities uncovered during research.
By improving pricing clarity, trust cues, location context, visuals, and form flow, the new experience removed friction and aligned with how users evaluate travel offers.
Impact
After launching the redesigned experience through an A/B test, every key metric improved.
The new page performed better not only in conversion, but also in engagement, trust signals, and user confidence.
+65%
+65%
Conversion Increase
Conversion Increase
+$450k
+$450k
Incremental Revenue
Incremental Revenue
100%
Drop in “Is this real?” Calls
Drop in “Is this real?” Calls
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© 2025 All right reserved
Made with ❤️ by Renan.
Want to discuss a potential fit?
© 2025 All right reserved
Made with ❤️ by Renan.
Want to discuss a potential fit?
© 2025 All right reserved
Made with ❤️ by Renan.