This case study demonstrates how Search Laboratory used advanced CRO techniques to increase lead generation from the client’s websites.
Our client is an award-winning travel company that specialises in creating tailor-made experiences for its clients. Leads generated by the website are converted offline by specialist personal advisers.
We are working with them in the UK and US markets, and are also using technical SEO to target high value keyword searches.
We undertook qualitative and quantitative conversion research and prioritised our efforts on the areas of the website that would drive the most value in the shortest timescale.
We used the keyword insight tools in SEOLab, our proprietary suite of research and reporting tools, to identify destinations, hotels and experiences that had a luxury intent behind the search.
After identifying keywords and content opportunities, we created tailored pages and content to capture traffic for these high-value search terms.
We also migrated their US pages to a subfolder, which ensured that the US site benefited from the authority of the main site. Our US team also localised the keywords and page copy to ensure that conversions were maximised for the US audience.
‘The CRO Manager identified that our key enquiry page was losing valuable leads by lacking clarity and persuasion. By testing an alternative version, he generated a significant increase in conversion rate, which has made a measurable impact on revenue and our business profitability. He has also improved other metrics across the site as we have split tested the next best opportunities.
In addition, Search Laboratory’s account management has been proactive, thorough and always done with our interests at heart. Their understanding of our quite unique business model and ability to find niche opportunities that predecessors couldn’t, has really helped grow our business in the UK and US. I would be happy to recommend each of these services, without question.’
Client contact – Global Head of Marketing & PR