One of the most common challenges for a destination is accurately capturing a visitor’s intent to visit and ensuring that a personalized experience leads to both clicks and goal conversions. Visitor Guides, often referred to as Travel Planners, are an essential way to track intent to visit.
Like many other destinations, Seattle Southside Regional Tourism Authority’s Travel Planner requests remain a critical goal in tracking website engagement. In Fall 2019, the Seattle Southside RTA team saw a decrease in their Travel Planner request conversions, both year-over-year and quarter-over-quarter. Furthermore, the team found that the gap between their Targeted and Default audience increased, highlighting that this goal had become a more challenging conversion point for audiences.
With the intent of increasing Travel Planner conversions, the Seattle Southside RTA team decided to refresh their content with a seasonal focus on their imagery. They first created two versions of Travel Planner content, both with gorgeous Fall scenery highlighting the region’s colorful season.
Launching the content as an A/B test, the Seattle Southside RTA team was amazed at the increased engagement. Within the first few weeks, this new content saw an 8% increase in Click Through Rates (CTRs) over their regular Travel Planner content. Better yet, the team saw a 15% increase in Travel Planner conversions within the first month of the new content running.
Encouraged by this initial response, the team continued to run the seasonal content until the last few weeks of the year. Quarter over quarter, the team saw a 26% increase in conversions, with a year-over-year increase of 43%! Using the new Goal Dashboard, the Seattle Southside RTA team was able to further breakdown the conversion rate for each of the new content pieces allowing them to see that the new content pieces not only had higher CTRs, but also much higher conversion rates vs their original content. The team found a 79% increase in conversions for their Desktop content, as well as a 63% increase for their Mobile content.
Inspired by the results of their A/B test, Seattle Southside RTA plans on launching more tests for goal related content with seasonal imagery. Knowing that the new Goal Dashboard allows for a deeper level of insight into their testing, the Seattle Southside RTA team is better equipped to deepen their visitor’s personalization journey to increase goal conversions and engagement.
Congratulations to Seattle Southside Regional Tourism Authority for a job well done!
Interested in increasing your conversions? Personalization can help you get there. We’d love to chat with you more about making it happen!