better feature Rapid City lodging and attractions on June 7, 2010. The website improvements make
components of the site easier to use and encourage visitors to explore VisitRapidCity.com to find
vacation packages, upcoming events and attractions.
“The purpose behind the redesign was to improve usability for people planning a trip to Rapid City.
Putting helpful information and planning tools at travelers’ fingertips was our goal,” said Jared Trask, the
CVB’s multimedia marketing manager. “We also wanted to make the site have greater visual appeal.”
Now when visitors view locations and attractions, VisitRapidCity.com suggests other nearby attractions
and dining options. A potential traveler can also view vacation packages from the CVB that include a
particular attraction they are researching on the site. Updated photo and video galleries showcase
attractions such as Bear Country USA, the Black Hills Chuckwagon Show and Mount Rushmore. An
improved events calendar also highlights upcoming entertainment, sports and cultural events.
Another major goal of the VisitRapidCity.com redesign was to simplify the online vacation booking
process. Visitors to the site now see featured vacation packages displayed prominently on the home
page. The booking widget has also been made more accessible, so securing lodging is more convenient
for site visitors.
Analytics show that the website upgrades have been successful. The site’s bounce rate has decreased by
12.87%, meaning visitors are finding what they need on the site and taking the time to explore it further.
The site’s average page visit time has also jumped 4.22% from 2009.
“One of the Rapid City CVB’s goals is to assist visitors in planning an enjoyable trip to Rapid City.
Improving the usability of our site was a natural step toward that goal,” said Michelle Lintz, Executive
Director of the CVB.
The Rapid City CVB is a division of the Rapid City Area Chamber of Commerce. The CVB’s mission is to
market the Rapid City area as a convention and leisure destination and to promote economic growth
that will enhance the area for visitors and residents.
