The challenge for MoreVisibility: Increase reservations and provide tracking solutions.
To help Florida Spirit achieve their goal of increased reservations, focus was put on examining onsite usability, the reservation process funnel, and how the interactive advertising efforts were constructed. To identify tracking solutions, MoreVisibility’s Analytics team examined current measurement issues, traffic and revenue drivers and user behavior flow on the site.
A prioritized task list was then provided to Florida Spirit Vacation Homes to implement. This task list was segmented by direct and non-direct revenue drivers, level of impact to the business, difficulty of implementation and suggested phase of execution (immediate, mid-term, or long-term initiatives).
Florida Spirit tackled the SEM recommendations first. Their existing Google AdWords campaigns were restructured, ad copy optimized and settings, such as daily budget, delivery method, and language, were reconfigured. Within three months of delivering the Digital Strategy Report, Florida Spirit Vacation Homes saw a dramatic change in their interactive advertising results.
The changes included:
18% uplift in reservations.
28% decrease (improvement) in bounce rate.
27% increase in average visit duration.
“We were finishing up the month of February and our numbers were looking really good. One of our best Februarys ever. We increased our CTR [click through rate] and overall conversion rate while decreasing our overall spend. I feel the recommendations made by MoreVisibility were the driving force. I was going to make changes to the website but after seeing these results, we are sticking with MoreVisibility’s plan. We are now moving forward with the Analytics recommendations and look forward to seeing those results.”