NOVA is Alaska's original whitewater rafting company. Their mission is to expose people to Alaska's natural beauty by exploring rare destinations packed with adventure, adrenaline, and characters. They have been in business since 1975 and offer half-day to multi-day river, glacier and wilderness trips in Southcentral Alaska -- “Beginner to advanced, mild to wild, day trips to fly-outs, Class 1 to Class 5 and everything in between."
In 2016 NOVA redesigned their website to: Better reflect the quality and longevity of their brand and tour experiences; grow revenue through through increased leads and tour reservations, and by selling more combo trips and multi-day tours; effectively combine two identities/experiences (they had separate river and glacier product websites); and become the hub of all marketing activity for effective evaluation of marketing R.O.I. Success is measured by increased user engagement (bounce rate, visit duration, etc), increased visitation of multi-date trips and combo tour pages and number of reservation conversions.