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Exsportise
— Aug, 2025
From Decline to Growth: The Exsportise Website Transformation
Overview
Exsportise runs premium UK residential summer camps for 9–17-year-olds, blending 15h/week of English lessons with 15h/week of expert-led activities across sports, dance, and music at top boarding schools, attracting students from 65+ nationalities.
I led the full website Migration from SquareSpace to Framer (0 -> 1), Framer development, SEO Optimisation, Localisation and CMS integration.
The redesign is launching soon across all markets and tests resulted in more form submissions (+27%), increased button clicks (+16%) in 2 months.
My role
Web Designer — Visual Design, Framer Development, SEO.
Team
1 Designer (me), 1 Operational Manager
Timeline
8 weeks
Tags
Sports & Development
B2C
SEO
Web / Mobile
💫 Highlights
A quick preview — I will tell you how and why we got there.
🔎 Opportunity
Let's look at the numbers
Before diving into design, we want to ensure we’re fully aligned on the project and clear on how the website will deliver measurable results.
In today’s AI-driven world, creating polished website UIs is easier than ever, which makes it even more critical to focus on real data and the metrics that will truly drive business growth.
Analysis of the previous site revealed:
-17% decrease in website visitors year-over-year.
-4% decrease in bounce rate (a small positive trend).
-32% drop in form submissions, which is a key conversion metric.
🎯 Hypothesis and goals
Measuring impact
While we couldn’t be certain whether UI or UX issues were mainly responsible for the decline, these numbers gave us a clear starting point. We set the following measurable targets:
Micro goals
1
Increase website visitors from search results (+20%).
2
Maintain or further lower bounce rates (+/- 0%).
3
Increase form submissions (+25%) and button clicks (+15%).
Macro goals
4
Increase year-over-year bookings (+10%).
🚀 Problem Space
How can we make impact?
To execute the improvements, we focused on three critical areas:
Homepage Impact
Lacked the “wow” factor to capture attention and communicate Exsportise’s premium positioning.
Clunky navigation
Users were dropping off before reaching booking pages.
Accessibility & SEO
Poor color contrast and missing features meant the site wasn’t fully compliant with the European Accessibility Act, limiting reach and hurting search rankings.
📊 Validating
A/B testing & Deliverables
An A/B test was conducted to compare the new experience with the previous one.
Old Page
New Page
🏁 Outcome
Our findings
After launch, the early results look very promising:
⚠️ Exact numbers are blurred out due to a NDA.
Conversion metrics
Source: Mixpanel data
💭 Retrospective
Macro impact
It’s too early to measure the full impact on bookings. We’ll have a clearer picture once the next camp season begins, but early engagement metrics suggest we’re on the right track toward the +10% YoY booking goal.
💡 If you’re looking to turn your website into a results-driven growth tool, let’s talk.