Rawai VIP Villas PPC Case Study – How to Increase Conversion Rates with a Landing Page

Results: Paid traffic conversion rate increased from 2.6% to 11.2%.

The Client

Rawai VIP Villas is a website which allows travellers to book villas in Thailand. The client's key goal was to get as many bookings as possible for a CPL budget which didn’t exceed $15 from residents of different regions such as Australia, Britain, Russia, Singapore, etc.

The Challenge

The problems were apparent even at the very first stage — the site speed was slow and the process of submitting an application was complicated. This was pushing most users away.

Why doesn’t online advertising work? Sometimes, it’s not about the advertising campaign itself. Online advertising just leads a user to a website. The key factor which affects the number of orders and sales is the website itself. In this particular project, the client changed his expensive and somewhat inefficient primary website to a pretty good one-pager website. As a result of this change, they managed to achieve their desired outcomes from online advertising.

The Solution

Stage 1

Initially, advertising campaigns led to the old version of the website.

The booking confirmation was available only on prepayment basis via PayPal. There was no collection form for leads.

Realizing the complexity of the website, the client asked for our recommendations on site optimization.

Stage 2

Advertising campaigns led to an updated version of the website. A button was added alongside a popup window which offered to send booking prices to the user's email. So, the leads collection began. However, the website was still not efficient enough, so we decided to try a new approach.

Stage 3

On March 29, the client launched a one-pager focused on collecting booking price applications.

As a result, the website became easier and faster to navigate. Why?

1. The landing page was not overloaded with booking functionalities.
2. Users weren’t distracted by pages of the resort area specifics.

The Results

Advertising was targeted at more than 12 countries. The best CPL results were achieved by Russian-language campaigns targeted at Russia. At the same time, there was an English version of the landing page for other regions, but its CPL was above the target CPL due to the high cost per click.

As a result, the landing page enabled us to achieve the desired price per request (and even lower!).

Conclusion

To create efficient advertising campaigns, you have to do more than just click on the «buy organic traffic» button. It is necessary to implement further measures suggested by specialists, such as website improvement recommendations. If a website has low usability levels and an inconvenient purchasing process, consider changing its format. Don’t hold on to the old website version. A high quality landing page won’t divert the user’s attention. Instead, it will encourage the user to be more focused in performing the targeted actions.

In this project, creating the one-pager led to the following benefits:

• paid traffic conversion rate increased from 2.6% to 11.2%, i.e., the client started to receive 11 applications (instead of 2-3 applications) out of 100 driven users;
• website speed increased;
• the cost per conversion decreased to below the desired level — up to $13.73.

We were especially grateful that the client showed the initiative to improve the old website, asked for advice on replacing texts, page elements or entire pages, and properly implemented our recommendations.