Perth Central Caravan Park

Website Design

We conducted an extensive User Experience (UX) Audit to review the user engagement on the website through the use of session recording software, website heat maps, and Google Analytics data analysis.

Based on the results of the UX Audit, we created a detailed list of recommendations to be addressed by the client’s web designer and the Living Online team. Recommendations include responsive website design, styling, page speed, and site functionality.

We designed a wireframe of the website as a visualisation of the UX Audit recommendations. This was given to the client’s web designer to implement the design changes.

Working with the client’s web designer the web design recommendations were implemented to improve the overall site experience for users.

Conversion Rate Optimisation

To address the low conversion rate of traffic on the Perth Central Caravan Park website, we included a list of conversion rate optimisation (CRO) strategies in the UX Audit.

Included in the CRO strategies were changes to the positioning of the call-to-actions (CTAs), an increase in CTAs, conversion points and relevant content, and optimisation to mobile screens.

The website was migrated to HTTPS to reduce the reduce barriers for users ready to make a purchase. This also had a positive SEO result.

The implementation of the conversion rate optimisation strategies led to a significant increase in reservations, revenue, and channel performance for website bookings.

Reservation System Integration

Integral to the success of the campaign was our ability to integrate website data analytics with the hotel reservation management system, in this case, RMS.

We were required to implement cross-domain tracking to allow us to record conversions and channel attribution for bookings made through the reservation management system’s website.

We enabled Google Analytics Enhanced Ecommerce tracking in the reservation management system to give us granular details on the number of transactions, revenue, average transaction value, marketing channel performance, conversion rate, return on investment (ROI), and return on ad spend (ROAS).

Working from within the reservation management system we were able to add relevant and persuasive content to the booking website to improve the user experience and reduce the rate of users exiting the sales funnel.

Search Engine Marketing

New campaigns were created in Google Ads and Microsoft Advertising to target the search queries near the bottom of the funnel that would lead to online bookings. The campaigns were structure to allow for alignment between search term, advert, and landing page, leading to a higher conversion rate.

We used analytical data on ad group performance and website engagement to optimise the search engine marketing budget to target the highest converting locations, keywords, and devices.

Setting up goal tracking in Google Analytics, Google Ads, and Microsoft Advertising allowed us to track each clicks performance and measure it against the business’ goals, specifically reservations and transactions. From this data, we are able to extrapolate the ROI and ROAS and make strategic changes to improve both metrics.

We worked to increase keyword quality scores to improve ad positions by improving the landing page experience. We achieved top position on highly competitive keywords to outrank competitors, Online Travel Agents (OTAs), and booking aggregators like Booking.com and Expedia.

Organic Social Media

We conducted a Social Media Audit of Perth Central Caravan Park’s social media account to review their current branding, messaging and engagement.

As a result of the Social Media Audit, we identified and presented a detailed list of recommendation that would directly impact direct online bookings.

To aid in the production of organic social media content by Perth Central Caravan Park, Living Online created a social media post and engagement guide, as well as a calendar of organic social media posts.

Due to this organic social media strategy, Perth Central Caravan Park received a 193% increase in organic social media traffic and its first booking generated from an organic social media post.

Content Marketing

A Content Marketing Strategy was developed to address gaps in the website’s copy. Extensive keyword research was conducted to identify content themes with high search traffic and potential to attract users that were in-market to make a reservation.

As a part of the SEO strategy, the new content was planned as silo themes that consisted of landing pages, sub-topic pages, and blogs.

The improvement of the website’s content allowed paid marketing to direct traffic to more relevant landing pages, leading to improved user experience, reduced bounce rate, and higher ROAS.