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Visitstockholm.com

Hola! Hello!Hej!

Anna-Karin Andersson

Stockholm Visitors Board

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Organisation:

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The journeyfrom YellowPages toinspiration

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The powerof users!

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Dare tochoose!

• Globally aware• Looking for new and different experiences in interaction

with nature or a big city environment• Seasoned traveler, both for business and pleasure• Prefers genuine destinations and learning experiences• Is interested in culture• Has a higher than average disposable income and a

higher than average level of education• Better than average English language skills• High computer and Internet literacy

Our target group

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"With cutting edge digital services, based on user needs, we paint the picture of the unique Stockholm, get more people to want to come here and to show their love for our city."

Our digital vision

“Curated, initiated, independent Stockholm expertise"

Our digital offer:

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@visitstockholm

+84% users from mobile and tablets

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• Travel patterns

• Smartphone revolution

• Online patterns

• Responsive VS Mobile Site VS App

User needs in focus at all times!

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Visitstockholm.com

So, howdid it go?

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More qualified visitorsThe visitors are more engaged, more active and buy more Stockholm Cards. The previous site had more visitors in total, but they were nowhere near as skilled and valuable as today.

+27%Percentage of visitors who stay on the site has increased by 27 %. Bounce rate has gone from 44.5% to 29.4 %.+23 sek

Visitors stay an average of 23 seconds longer on the site.Average time 4:40 min.

+7%Percentage of returning visitors increased by 7 %.

Our visitors:

Old Visitstockholm.com

66,3%Andel via desktop

14,0%Andel via läsplatta

19,7%Andel via mobil

New Visitstockholm.com

53,9%Andel via desktop

18,8%Andel via läsplatta

27,3%Andel via mobil

Desktop66%

Tablet14%

Mobile20%

Desktop54%

Tablet19%

Mobile27%

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• Traffic driving activities

• SEO analysis

• SEM mainly using the Stockholm Card to be able toconvert to web sales

• Better integration of our social media channels

• Better campaign possibilites

• Languages

• Export data to other platforms

Focus now:

• Web development is an ongoing process

• Design for the users, not the developers

• Do not try to be everything for everyone – choose yourtarget group and care for their needs

• Dare to take decisions – but be sure they are not alwaysgoing to be the right ones

Key take aways:

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Gracias!Thank you!Tack!

Anna-Karin Anderssonannakarin.andersson@stockholm.se