At a glance
Wilderness, an award-winning provider of high-end safari trips, faced a challenge after the launch of their new website. Wilderness identified the need to optimise their landing pages and conversion rates from paid traffic which were underperforming to unlock potential revenue opportunities.
Wilderness offers bespoke luxury safari experiences tailored to individual preferences. Their clients seek personalised trip planning support, involving the completion of a form for an adviser to organise their dream safari adventure.
Wilderness believed that the lack of optimised landing pages for paid traffic was hindering their conversion rates, leading to missed revenue opportunities.
How Ratio Partners approached the project
Ratio Partners began by conducting in-depth customer journey analyses on Wilderness’s website, paid channels, and the routes customers took to complete the call to action. With a team of experts in design, development, and optimisation, Ratio proposed and implemented A/B tests on two newly designed and highly optimised landing pages
The objective was to assess the effectiveness of these landing pages, and if successful, to roll out the format across all Wilderness’s campaigns.
The results
Ratio Partners developed a robust business case highlighting the potential value that could be generated by optimising traffic from paid channels. This involved a comprehensive analysis of the current state, market trends, and potential returns on investment.
The outcome of the optimisation efforts surpassed expectations. The newly optimised landing pages demonstrated significant improvements over the existing website.
These results not only validated the effectiveness of the optimisation strategy but also showcased the tangible impact on Wilderness’s bottom line.
With the initial success of the A/B tests, Wilderness is poised to extend the optimised landing page format to cover its future campaigns. The focus is on consistently improving conversion rates and reducing the cost per acquisition across the board.
