The Easton Porter Group
Client The Easton Porter Group via Wallop (Agency)
Date 2021-2023
Project Overview
The Easton Porter Group, a beacon in the luxury hospitality industry known for its dedication to creating authentic and indulgent experiences, enlisted Wallop's expertise to develop a suite of websites for its expanding portfolio.
The challenge was to design a digital framework versatile enough to showcase the group's diverse offerings—from chic restaurants and boutique cooking schools to opulent hotels—while capturing the essence of their newly renovated spaces and exceptional services. The overarching goal was to create compelling, engaging, and user-friendly websites that not only tell the unique story of each property but also drive conversions and support future growth.
The Solution
Embarking on this creative journey as Wallop's Lead Designer, I had the unique opportunity to immerse myself in Easton Porter's world. Visiting their properties across Virginia and South Carolina, I engaged in discovery sessions that offered invaluable insights into the successes and shortcomings of their existing online presence. This firsthand experience, combined with the client's detailed feedback, informed the design of both the overarching website framework and the individual property sites.
Leveraging the elegant brand guidelines provided by Easton Porter, I crafted digital experiences that reflect the luxury and authenticity at the heart of each property. The design was focused on a clear, smart user experience (UX) and a scalable framework easy to replicate across various types of properties, ensuring ADA accessibility and connection with both local markets and travelers.
Impact
The outcome of our collaboration is a collection of captivating websites that not only weave the individual narratives of each Easton Porter property but also drive meaningful engagement and conversions.
Notably, the Pippin Hill Farm & Vineyards website saw a significant uplift in performance post-launch, with a 156.51% increase in goal completions and a 51.67% increase in ecommerce conversion rate within just four months. These results underscore the effectiveness of the new designs, featuring a clean, intuitive user experience and a flexible framework that can easily adapt to and support Easton Porter's future ventures, ensuring their online presence is as dynamic and expansive as their portfolio.
