Natural Selection is a collection of owner-operated safari camps and lodges with the aim to provide guests with unique and exceptional safari experiences. Initially, each safari camp was housed under a unique domain with disjointed branding and no brand authority. The client’s goal was to combine these one-of-a-kind safari camps into a single website that highlighted camp experiences and wildlife, and outranked the individual camp websites. With the large galleries of images, the website needed to load quickly and be optimized for search and mobile browsing.
Our primary focus with the new website was to build an emotional connection with users through persuasive copy, high-quality imagery, and interactive features like maps, galleries, 3D walkthroughs, social feeds, and a date availability checker. We developed a custom trip selection and filtering tool to assist visitors with finding the ideal camp or safari to fit their goals. We optimized the camp templates and images for minimal impact on load speed and growth for the company.
The accumulation of camp information has boosted brand recognition and online bookings. Since the launch of the website in 2017, email subscriptions have skyrocketed, and Natural Selection safaris are routinely booked out for months in advance.