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Cases

How to Increase Conversion Rate with a Landing Page — Rawai VIP Villas Case Study

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Service: Online advertising

Subject: Resort Area Rentals.

Period: November 2015 — May 2016.

Why does online advertising not work? Sometimes the reason is not in the settings of the advertising campaign. Online advertising simply leads the user to the website. And it depends on the site in many ways, whether the business will receive a sufficient number of orders and sales. This story is about how the client changed the main expensive (but not very effective) website  to a good one page Landing Page and got the desired result from online advertising.

What was the client's goal?

Rawai VIP Villas — is a website dedicated to helping travellers book villas in Thailand. The main goal of the client is to get the maximum possible number of bookings for a price not more than $15 from residents of different regions: Australia, Britain, Russia, Singapore, etc.

But already at the first stage I was faced with a problem — the website load speed was low, and the booking was slow and complicated. This was pushing most users away.

What we do?

Initially, advertising campaigns used as final URL the old version of website.

Confirm reservation was possible only on a prepayment through PayPal, lead generation forms was absent.

lead generation form was absent

Realizing the complexity of the website, the client asked to make recommendations for its optimization.

In the second stage, with the help of advertising, we attracted traffic to the updated website: was added button and a pop-up window that offered to receive the price of the reservation by e-mail. Thus began collecting leads.

However, the website was still not effective enough, so we decided to try a new approach.

Since March 29, the client has launched a one page landing page, focused on collecting applications for the cost of booking.

landing page is not overloaded with booking functionality

the website turned out easier and faster

The website turned out easier and faster. Why?

  1. Landing page is not overloaded with booking functionality.
  2. Users were not distracted by the pages devoted to the peculiarities of the resort area.

One more important thing. To fully control the effectiveness of online advertising, we carried out the transfer of user data in the web analytics system. This allowed us to compare real sales, made through personal communication with the manager or directly from other devices, with the first source of traffic — cpc.

What results have been achieved?

Advertising was conducted in more than 12 countries, and the best in terms of the number and cost of attracting were Russian-language campaigns targeting Russia. At the same time for other regions there was a full english version of the landing page, but the CPL was above target due to the high cost per click.

What results have been achieved

When the website was slow the conversion to the page of booking from paid traffic was 2.6%.

The conversion rate of the same site with a proposal to receive the price of the booking on the email was 4.94%.

One-page landing page shown an excellent result — 11,24%, because it allowed the user to concentrate on the target action and not be distracted by unnecessary details.

Conversion rate of paid traffic

Desired price per request (and even lower) was reached at the stage of using the created one-page landing page:

Desired price per request

Conclusions

To get the effect of an advertising campaign it is not enough to press the button «Buy traffic in Search». It is necessary to implement a set of measures proposed by specialists, including recommendations for improving the website. If the promoted website is not convenient and make a request / purchase for the user is a tedious process — think about changing the format and do not hold onto the old version of the website. Quality landing page will not dissipate user's attention, and will focus him on the achievement of targeted actions.

In our case, creating a one-page landing page brought a number of advantages:

  • paid traffic conversion rate increased from 2.6% to 11.2%, which means that with 100 attracted visitors the client began to receive not 2-3 applications, but 11;
  • has been increased website load speed;
  • the cost per conversion has decreased even below the desired level — up to $13.73.

Particularly pleased that in this project the client showed initiative to improve the old website, asking for advice on replacing texts, page elements or entire pages, and actively implementing the recommendations of specialists.

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