Project Overview
Bookly needed a dedicated landing page for tour operators to showcase their fixed-fee pricing model against commission-based competitors. The project included building a complete marketing landing page from wireframes and developing an interactive pricing calculator widget.
The primary audience is existing operators who are feeling the pain of commission fees and administrative overhead from other booking platforms. The goal was to clearly demonstrate how Bookly's fixed SaaS pricing saves money compared to commission-based platforms like FareHarbor, Rezdy, and Cobber.
Project Details
Project Context
Bookly is a booking system for tour operators, and they were launching a new marketing push targeting operators who are tired of paying commission fees on every booking. The marketing team provided finalized wireframes and copy, and I was responsible for implementing the complete landing page and developing a custom pricing calculator from scratch.
The hero messaging deliberately leads with cost savings and commission avoidance, speaking directly to operators who are feeling the financial pain of percentage-based booking fees.
Landing Page Implementation
I implemented the landing page using WordPress and Divi Builder, translating the wireframes pixel-by-pixel while ensuring responsive design across all devices. The page features a hero section emphasizing cost savings, a "3 Easy Steps" section, feature showcases with supporting imagery, customer testimonials, and multiple CTAs strategically placed throughout.
Pricing Calculator Widget
Interactive Comparison Tool
I developed a self-contained pricing calculator widget that helps prospective customers compare Bookly's fixed SaaS pricing against commission-based competitors. Users can enter their bookings per month and average booking value to see real cost comparisons.
- • Front-end only - no backend, database, or integration work
- • Compares Bookly, FareHarbor, Rezdy, and Cobber
- • Tiered Bookly pricing: $75 (up to 200), $135 (201-1,200), $285 (1,201-5,000)
- • Commission-based competitor calculations with editable rates
- • Clear disclaimers for pricing accuracy
Technical Implementation
The calculator was built with vanilla HTML, CSS, and JavaScript for maximum compatibility with WordPress. I prototyped the code locally first, then embedded it using Custom HTML blocks in Divi.
- • Default competitor rates stored in HTML data- attributes for easy WordPress editing
- • Users can use typical rates or override with custom values
- • All pricing shown in AUD, excluding GST
- • Responsive design for desktop and mobile
- • No conflicts with existing WordPress scripts or styles
The calculator makes it visually clear how commission costs scale dramatically compared to Bookly's fixed monthly fee - the core value proposition.
Development Process
Wireframe Review
Received finalized wireframes and copy from the marketing team. Reviewed with stakeholders to understand the messaging strategy and conversion goals for tour operators.
Calculator Prototype
Built the pricing calculator as a standalone HTML/CSS/JS prototype first. Tested all calculation logic including Bookly's tiered pricing and competitor commission calculations.
WordPress Implementation
Implemented the landing page in WordPress using Divi Builder, translating wireframes to a fully responsive page. Embedded the calculator using Custom HTML blocks.
Testing & Refinement
Tested across devices and browsers, verified calculations, checked for script conflicts, and made styling tweaks for visual consistency with the Bookly brand.
Technical Specifications
No Backend Required
Deliberately designed as front-end only - no lead capture, no data storage, no API calls. This simplified deployment and eliminated security concerns.
Editable Defaults
Competitor commission rates are stored in HTML data- attributes so the marketing team can update them directly in WordPress without touching JavaScript.
User Control
Users can accept pre-filled typical rates or override with their own bespoke rates for more accurate personal comparisons.
Clear Disclaimers
Pricing comparison notes clearly state figures are for direct online bookings only, exclude GST, and may vary by contract and location.