Case Study: MyTurksAndCaicos
Type of Site:
eCommerce Travel Site, specializing in custom vacation packages.
As a long-time advertiser in the travel industry, MyTurksAndCaicos.com came to 180Fusion to get help in improving their Adwords profitability. Historically, they had once been very successful in generating new vacation bookings; however, their profitability had decreased dramatically over the last few years due to increased crowding and competition in their industry, and they sought out a fresh set of eyes to help revitalize their advertising efforts. The 180Fusion team suggested that, in addition to professional Adwords Management, they should begin a strategic Conversion Rate Optimizer engagement in order to improve the performance of their existing PPC landing pages.
180fusion began working with their existing PPC landing pages in order to identify areas of the page that were creating unnecessary user friction and anxiety. Because the top 3-5 inches of a website are generally the most important in terms of increasing conversion rates, it was determined that the first landing page test should involve adding a banner area to the top of the page with an emphasis on clearly expressing the company’s “primary value proposition.” A new “masthead” was created, with a new Headline/Sub-headline format designed to improve clarity about their unique business offering, and was then set up to run as an A/B split test versus the Original page.
Image 1 – New Masthead with Primary Value Proposition messaging added to the existing landing page.
The new Variation of the page proved almost immediately to be a significant improvement over the Original page, with the conversion rate during the testing period being improved from 4.1% to 7.1% (an increase of 75.2%)! The improved Headline/Sub-headline has since been hard-coded into the permanent version of the landing page, and has led to increased bookings and profitability for the company.
Image 2 – Landing Page Variation created an 98.9% lift to Conversions.