From Decline to Growth: The Exsportise Website Transformation

🤝 Collaboration: Exsportise x Studio Pengu

⚽️ Industry: Sports & Development

🧩 Deliverables: - Website Migration from SquareSpace to Framer (0 -> 1) - Figma Design - Framer development - SEO Optimisation - Localisation - CMS integration

⏱️ Timeline: 2 months

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.

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.

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:

🛑 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.

After launch, the early results look very promising:

✅ +22% increase in website visitors from search results.

✅ Bounce rate remained stable, with a slight improvement in certain key pages.

✅ +27% increase in form submissions and +16% increase in button clicks.

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.