“Several hundred thousand dollars of additional income” for travel company HotelGuides
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HotelGuides is an online travel agency based in South Carolina. The company has limited resources for IT development, a legacy data structure, and fierce competition, so increasing its conversion rate was an interesting challenge—with a successful outcome.
A short video interview with the client
A transcript of the video
“With Conversion Rate Experts, I would say that our conversion rate has gone up somewhere in the neighborhood of 20% to 25%. Throughout the year, that would mean several hundred thousand dollars in additional income, with very little extra expense. So that money goes to the bottom line.
“Our conversion rate has gone up somewhere in the neighborhood of 20% to 25%”
“My company is HotelGuides.com. We’re based in Charleston, South Carolina. HotelGuides is a company that sells hotel reservations. We have been in business since 2002, and we have 20 to 25 employees.
“Our income had been declining since about 2007–2008 simply because of increased competition from large companies. We’re pretty dependent on how we rank in the search engines. And we hired a lot of consultants to help us with search engine optimization. But really not much of that helped.
“Our income had been declining since about 2007–2008 simply because of increased competition from large companies.”
“So we decided to try something new. Well, if we increase our conversion rate, we simply increase our income, which increases our profit. And that’s nice to have. We’d always paid attention to conversions, but most of it was our guessing. We knew we needed something that was more systematic, more experimental.
“We saw several conversion companies, but they basically were shooting from their hip. That quickly didn’t go well. Conversion Rate Experts, they had some pretty good references. And so we decided we’d give them a try. That turned out to be a lot more worthwhile than all the money we spent on search engine optimization.
“Conversion Rate Experts … turned out to be a lot more worthwhile than all the money we spent on search engine optimization.”
“They had some ideas to make some changes that I don’t think we would have ever have thought of. It made us more sensitive to conversion and the value of testing. And that’s a continuing value.
“They had some ideas to make some changes that I don’t think we would have ever have thought of.”
“We, ourselves, now spend a lot more time thinking about conversion, because it’s just proved to be worthwhile. Our conversion rate has increased around 20% to 25%. That would mean several hundred thousand dollars in additional income, with very little extra expense.
“Several hundred thousand dollars in additional income, with very little extra expense.”
“They have two versions of the product: One is you buy their ideas, their consulting. But the other is you buy their actual testing, making images, doing the coding. And for us that was essential. We would have gotten very little done if we had had to do it ourselves. So buying the more expensive version is worth it. It’s been successful. And I think it helped us increase our return on investment.”
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