Background
Richardsons Boating Holidays are part of the Norfolk-based family owned Richardons Group. When the company first appointed Further it was to drive traffic to their former site, which only allowed online booking enquiries as opposed to actual bookings.
Historically Richardons could only take bookings via the telephone and would rely on 'agents' to take any online bookings for them for which they paid a commission.
Further created a new digital strategy which encompassed the creation of a new online booking site and the search marketing to help it deliver visitors.
It was expected that the new site would be a higher converting one as it had been specifically planned with the user in mind. However it was envisaged that ongoing conversion analysis and testing using Further's in-house experts would be used to improve the conversion rate further.
The new site had the advantage of being on the domain to which Further had been building links to over the previous months, so traffic should not be problematical.
Results
21 weeks after going live;
• 940 online bookings
• 2313 email submissions of which 1976 (84%) requested brochure
• 1st position Google for 'boating holidays' and other core terms
Taking the total value of bookings through the site gained through search, against the costs of new terms/positions, the new site build and ongoing search marketing spend, this equates to a 2,094% return on marketing spend.
Search engines have accounted for over 75% of all site visitors.
We'd love your organisation to become our next successful case study. If you are interested in what Further could do for your search marketing,
contact sales@further.co.uk