Smartflyer Website & Portal
A premium travel website and agent portal for Smartflyer, a luxury travel concierge service.
+45%
Conversion rate increase
-60%
Bounce rate reduction
3hrs
Saved per booking (admin)
29%
New bounce rate (from 72%)
Overview
About this project
Smartflyer is a luxury travel concierge agency specialising in bespoke itineraries for high-net-worth clients. Their existing website was built on an aging template that communicated none of the exclusivity their brand commanded — a direct factor in a conversion rate that sat well below industry benchmarks for their tier.
We redesigned and rebuilt the full digital presence: a premium marketing website showcasing their destinations and services, and a secure agent portal for managing client trip requests, itinerary documents, and communications. The result is a cohesive digital experience that reflects the quality of the service itself.
Project Details
- Client
- Smartflyer Travel
- Delivered
- Jul 27, 2025
- Category
- Website
- Technologies
- Next.jsTailwind CSSStrapiPostgreSQLFigmaVercel
The Challenge
An outdated website was failing to convert high-intent luxury travellers, undermining a premium brand.
Despite a strong reputation and a high-value client base, Smartflyer's website generated a bounce rate of 72% and a conversion rate of just 0.8%. The design felt generic, the booking enquiry form was buried, and the mobile experience was unusable. Competitors with inferior service offerings were winning enquiries purely on digital presentation.
Key Challenges
- Full-bleed destination showcase with editorial photography
- Three-step streamlined enquiry flow
- Secure agent portal with trip management
What we delivered
The Solution
Designed a premium, responsive marketing site with an intuitive enquiry flow and a secure CRM-integrated agent portal.
We led the full design process — from brand alignment workshops to pixel-perfect Figma prototypes — before building the Next.js frontend and Strapi CMS backend. The marketing site features full-bleed destination photography, editorial-style destination guides, and a streamlined three-step enquiry form. The agent portal provides a secure dashboard for managing active trips, uploading itinerary documents, and tracking client communications, all connected to their CRM via webhook.
Results
45% increase in conversion rate and 60% reduction in bounce rate within 30 days of launch.
Conversion rate improved from 0.8% to 1.45% within 30 days — a 45% increase that translated directly into additional high-value enquiries. Bounce rate fell from 72% to 29%. Mobile traffic conversion, previously negligible, reached 1.2%. The agent portal reduced itinerary administration time by 3 hours per booking, and the client reported that the new site was referenced positively by clients in introductory calls for the first time.
+45%
Conversion rate increase
-60%
Bounce rate reduction
3hrs
Saved per booking (admin)
29%
New bounce rate (from 72%)
Our Approach
How we got there
Brand Alignment
Ran a brand workshop to extract the visual language, tone of voice, and competitive positioning that should inform the new design.
UX & Prototyping
Mapped the user journey from landing to enquiry submission and designed high-fidelity Figma prototypes tested with target users.
Design & Development
Built the Next.js frontend and Strapi CMS in parallel, with weekly design reviews against the approved prototypes.
Portal Development
Built the agent portal with role-based access, document management, and CRM integration.
Launch & Optimisation
Soft-launched to a subset of traffic for two weeks before full go-live, using heatmaps and session recordings to optimise the enquiry flow.
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