Dover Downs Hotel and Casino Case Study Casino and Hotel in Dover, DE

Overview

The new Dover Downs website needed to

• Appeal aesthetically to the hotel's clientele
• Facilitate the operations of the hotel's employees
• Attract and convert more customers

Nearly all of WebpageFX's services are used to optimize the Dover Downs website.

Design / Development

WebpageFX, in a partnership with McMahon Design, created an award-winning new appearance for doverdowns.com. The new design features state-of-the art graphics, an interactive flash header, and body images that accurately portray the excitement of a stay at Dover Downs.

The back end of Dover Downs features a custom-build content management system. Any changes employees make to the site are automatically submitted to managers for approval before publishing.

A 40-year-old IBM mainframe houses all casino data. WebpageFX created a process to translate that data into a useable web application so customers can their points online.

Internet Marketing / Promotions

WebpageFX manages all of Dover Downs’ Internet Marketing initiatives, including:

• Search engine optimization
• Pay per click management
• Local search listing optimization
• Conversion analysis and maximization

If you search for “dover de hotel” on Google, you will see no less than 3 listings (local, organic, and paid) for Dover Downs Hotel and Casino.

Results

The combination of website redesign, search engine optimization, pay-per-click internet marketing and conversion testing over the span of 1 year has led to:

• 24% increase in overall traffic
• 16% decrease in bounce rate
• 31% increase in search engine traffic

Visitors to the website are more numerous, more engaged, and stay on the site much longer than the past.