DEVISING A STRATEGY
Core were asked to work with the team to create a strategy that would attract direct business, focusing on the international visitor with an emphasis on morning, afternoons & off-peak times.
-> CONVERSION RATE OPTIMISATION
Before we started to invest in delivering traffic to the website for conversion we needed to rework the website. One of the main areas that stood out on our analysis is that the mobile device was the highest number of users (57% Of Users) yet the conversion rate was lower than that on desktop. We completed a full analysis and presented our recommendations to help drive the mobile sales YOY.
We worked closely with the web developer and the team at Cliffs Of Moher to apply the changes to the website while maintaining the brand look and feel. We also developed informative pages to help drive education while maintaining the sales approach from each page. Developing and optimizing pages across the site organically to help increase revenue through this channel
-> TARGETED PAID SEARCH ADVERTISING
Building out niche campaigns per country and applying the best audiences to these campaigns to help decrease the cost per click getting a better return for the spend. We also applied detailed bid adjustments on device, demographics, location broken down per city etc. We targeted each country with specifically tailored ad copy changing our language, tone of voice and messaging to be more relatable to the visitor’s needs based on location.
-> REMARKETING CAMPAIGNS
We built onto our campaigns with detailed remarketing. This strategy involves not just re-targeting the masses but using very specific targeting and messaging for the audience. We analysed the drop-off on the path to purchase and would re-target anyone within this group reinforcing the reasons for booking direct, for example:
“Save Up To 50% Off Ticket Prices.”
Audiences were then built using key indicators of interest such as the length of time on the top-performing pages, age groups, non-converters, people who have visited the site more than once and a number of other segments. We found that by applying these audiences our campaigns converted at a higher rate.
-> DISPLAY CAMPAIGNS
Traditionally we would approach display campaigns with caution as they can help increase your overall traffic but not produce conversions. However, as a well-established tourist attraction, this was ideal for the Cliffs Of Moher to increase brand awareness and generate new business coming to the market. Having to work within a budget we needed to use this channel with a strategic approach. Again we layer our remarketing campaigns with display campaigns and they produced conversions for Cliffs Of Moher at a low cost per conversion.