Landing Page Campaigns: Case Study

Client: DirectWithHotels.com for Astoria Plaza Hotel - Ortigas, Philippines

One of our successful landing page campaigns was for Zimplihotels.com, an online reservation company, having a number of hotel clients in the Philippines, Fiji, and Mexico. They provide free web design, web hosting and ppc campaigns for hotels whom are willing to allocate a number of rooms for them and share a 10% commission on every reservation made using there online reservation. It was a good business model and had the potential to partake in the $44 billion dollar online travel industry alongside Xpedia, Kayak, and such providers.

Challenge:

1. Increase the conversion rate on the number of visitors passing thru there "previous landing" page to their hotel reservation system.
2. Provide a tool to measure which call to actions and point of actions actually convert.

Given:

1. Entry pages (index page) where used as landing pages for both there overture and google Adwords campaign.
   This is usually the common mistake web administrators make in launching PPC campaigns in the perception that as long the links are directed to a given page, the job stops there. Most web administrators usually dont have an idea on the need for "well designed" landing page for there PPC campaigns. For most its a fire and forget concept , forgetting that there is an actual cost and expense for such.
2. Basic Content
3. Limited number of images and some are just thumbnail pictures of rooms
   This is amusing since images play a significant role in the decision making process . A visitor would certainly want to see how big his/her room would be. It would never be too subtle to assume on what the visitor expects to see or wants to see.
4. Absence of "trigger" words.
5. 50%-70% bounce rate on the index page alone.
6. 40%-50% abandonment rate on the first step of the "transaction process". Basically the solution

Timeline: 2 weeks . This is for redesign, development , and research on the variables for the new landing page