---

Aramsa Spas is a well known heartland spa located in Bishan, Singapore. Even before the completion of the spa's construction, they wanted to create a web presence and utilise online channels as part of their marketing strategy.

We were tasked to create their website, within a restricted time and budget, and with limited image and brand-related resources. In order to address the urgency of the project and the as-of-yet unavailable resources, we devised a project strategy that would span 2 phases over the course of a year. We also decided to employ our Evolution* system - where we would track the site's performance and use that information to progressively evolve the site to better suit its market - to shape the site as it matured and as more resources for the Aramsa brand became available.

In the first phase, we set up all necessary web infrastructure, and developed a pilot site that featured a full navigational architecture for what content was available at the time. This first site was meant to be content-heavy - its main objective was to provide information to visitors coming from Aramsa's offline marketing.

When the site had reached 6 months of age, we initiated the second phase of the Evolution system. Using tracking technology that we had built into the pilot site, we compiled information about visitor traffic and surfing behaviour. This information would form the foundation of a complete site revamp.

An analysis of the statistics generated over the past half a year indicated that links related to their offered services, such as their facilities and spa services, received a disproportionate amount of hits when compared to the other sections of the site. Based on this review, we proposed a restructure of the site's navigation design, to offer a stronger orientation on customer-centric information. Among our recommendations was the proposal that 3 sections, extrapolated from the most popular pages of the previous design, would become the primary links on the menu. We also recommended expanding one of the pdf documents - presenting the various spa packages available - into a whole new section on its own, due to its high download rate. This revamped Information Architecture would result in a site that immediately offered visitors a fast and efficient way to get to the most popular information.

In addition, our report also contained several recommendations on how to utilise Aramsa'a online channels to maximise their web presence.

This included a selection of key search terms that were used to find the pilot site from search engines. Increased usage of these terms into the online copywriting was prescribed, to improve the search engine propogation of Aramsa's site.

We also offered initiatives to begin an email marketing campaign. Thinking ahead, we had set up a basic mailing list on the pilot site. In the second phase, we set up a system that could collate, manage and blast email newsletters. The eNewsletter design and management of the mailing list database and blasting were all handled in-house. Specific demographic groupings were created within the database for niche targetting and easier management. Aramsa's monthly average online traffic has more than tripled in volume since the pilot site went live. Our SEO targetting has shown to be responsible for driving a considerable amount of that traffic, with hits coming from Google, Yahoo and spa-related sites ranking high on on the referral list.

The site's informative and targeted content architecture has been receiving excellent feedback, as recent tracking reports indicate that our recommended spotlighted sections rank high on the entry points for the site. Back to Portfolio Home