New website for KUST led to more online bookings
A smarter suit, smarter technology, and significantly more bookings. When KUST Hotel & Spa wanted to update its digital presence, In The Cold was commissioned to build a new website. A year after the site’s launch, sales through the booking system have increased by as much as 65 percent – and the site is also nominated for the Publishing Prize.
The assignment went to In The Cold was no coincidence. The agency previously developed other websites within the Skoogs group, and Zandra Klasson, communications manager at KUST, was also familiar with the team and their expertise.
– I know how skilled In The Cold is with the web and also appreciate the service agreement with around-the-clock monitoring. For us, the choice felt very clear, says Zandra Klasson.
The design work in focus
The ambition with the new website was clear: it should convey the same feeling as when you step into KUST – luxurious and visually appealing, without compromising on all the important information. The design was created by Andreas Morén at In The Cold.
– Andreas immediately understood how we were thinking and how we wanted the page to feel. When he presented the first design draft, it actually exceeded my expectations, says Zandra.
Even Peter Söderlund, CEO of In The Cold, highlights the design work as one of the project’s highlights.
– It was extra fun to do this together with a local actor. Andreas really got to flex his design muscles, of course within the framework of KUST’s graphic profile. The result turned out so well that we are now competing with the site as one of the nominees for the Publishing Prize, states Peter Söderlund.
First out with In The Cold’s AI translation
KUST became the first website to use In The Cold’s solution for AI-assisted translation. The function automatically translates, among other things, content, web addresses, menus, and alt texts. At the same time, the editor retains control and can review and adjust the translations or exclude specific words and pages.
Unlike a translation that only occurs in the visitor’s browser, real, editable, and indexable language versions of the website are created. This provides international visitors with access to more content in their own language, simplifies the editors’ work, and creates better conditions for visibility in international search results.
– There were a few minor bugs with the AI translation that we needed to solve along the way, but it went very smoothly thanks to good cooperation with the team at In The Cold, says Zandra.
Weekly reconciliations also quickly became an important part of the process.
– Having a reconciliation every week where we could raise questions or simply confirm that we were on the right track was something I really appreciated. Everything also becomes easier when you speak the same language, says Zandra.
Approximately 65 percent better sales
The biggest difference, however, is not only in how the website looks, but in how visitors actually use it. Clearer booking buttons and easier paths from inspiration to booking have made it significantly smoother for guests to take the next step. For KUST, this has meant that marketing has received a better landing place. And the numbers speak for themselves.
– A year after the launch, KUST has approximately 65 percent better sales compared to before the website was replaced, says Zandra Klasson.
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About In The Cold AB
In The Cold is a digital agency that helps companies and organizations communicate and develop their business. We are passionate about finding solutions that have a real impact for our customers, whether it involves an accessible website or smart applications. We are especially proud that many of our customers continue to hire us year after year.
Curious to know more about us? www.inthecold.se