- A website that promoted the unique selling propositions that are represented by the seven distinct locations
- Took that business from the bottom of search results to dominate first position that befitted the profile of the business
- Took the website from being a glossy online brochure to a lead generation and sales funnel
- Provided for online reservations that previous management had been slow in pursuing
- Integration with the property management system with the online booking engine and channel manager allowing allocation of accommodation units to third party website such as wotif.com and needitnow.com
- Was easily updateable by staff of the business that didn’t necessarily have skills in website programming code
The result is a website that
From a web site design and structure perspective, positions the book now button to exploit logical consumer path of travel
- Complements the business’s yield management strategies
- Allow consumers to easily research their chosen destination based on the characteristics they seek in a holiday
- Subscribe to a monthly newsletter allowing the business to develop sophisticated customer retention strategies
- Includes a blog particularly important for search engine optimisation
A long form domain name is used to direct type in traffic. The former www.gctp.com.au has been retained with a simple redirect to the new website.
Web analytics is used to provide regular executive reporting including various online booking conversions both in gross value and cost per conversion and tracks monthly newsletter sign-ups.
Business goals obtained included:
Website travel has increased by over 40% in the past twelve month
- Newsletter subscribers that total over 4,232 at July 2010
- Reservations through the online booking engine of $
- A targeted google adwords program that resulted in sales of $398,274 for the 2010/2011 representing a return on investment of over 100%!