Enhancing Content Engagement for Central America ~ El Salvador

UX Projects/Project 1

Overview

Increase content engagement for two digital platforms (Instagram/TikTok) catering to travel enthusiasts by leveraging user-centered design, SEO optimization, and data-driven content strategies.

Duration: 3 months

Role: Lead UX Researcher and Content Strategist

El Salvador Tourism Board

Background

As a certified UI/UX researcher and seasoned content creator with 7+ years of experience in executive content development and marketing, I brought a unique perspective to the Salvadoran tourism board. My content strategy focused on showcasing the affordability of traveling to El Salvador, an underrepresented aspect in mainstream travel media. I leveraged my expertise in SEO-driven storytelling by crafting the compelling title, “How Much I Spent on a 3-Day Trip to El Salvador”, which garnered significant viewer attention and boosted platform visibility. This approach aligned with audience preferences, strengthening engagement and expanding reach within the Central American tourism market.

Impact

- Engagement Metrics:

- Bounce rate decreased from 45% to 10%.

- Average time on page increased from 2 seconds to 20 seconds.

- Repeat visitors grew by 46%.

- Qualitative Feedback:

• Users reported improved ease of navigation and a more personalized experience through localized content.

- SEO Performance:

• Organic traffic rose by 32%, attributed to enhanced keyword targeting and content relevance.

Reflections

This project underscored the power of integrating UX research with content strategy. By deeply understanding user behavior and preferences, I transformed an underperforming platform into a valuable travel resource. My dual expertise in UX research and content creation played a crucial role in these results.

Next Steps

• Expanding interactive features, such as booking details for budget travel to El Salvador.

• Exploring augmented reality travel guides to enhance user experience.

• Encouraging more user-generated content to build a stronger community presence.