Getting the Most Out of a Smarter Landing Page Builder—How a Business Makes A lot more with Less

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Sometimes you choose a hobby, sometimes a passion chooses you. And that’s exactly what happened when Peter Letts found out scuba diving.

He or she first dipped their toes as a anxious diver in 1992, but soon took to the deep end and became hooked on the sport. Almost ten years later, he remaining a successful corporate career to turn his interest for the oceans in to a business. “I had a midlife crisis, chucked the corporate world aside, and decided to open a dive store, ” he clarifies.  

Philip is now retired. Their daughter, Rachael, has brought over the reins at Abyss Scuba Diving. He is still involved in the business—in charge of their marketing and advertising efforts— and they’re doing far more than just staying afloat.

In fact , Peter is churning out PPC (pay-per-click) campaigns and getting pages that observe an average conversion price of 35% .

💡 Head over to the particular Conversion Benchmark Are accountable to learn more about industry benchmarks.

And he doesn’t even break a perspiration doing it. Why? Because he is found a smarter way to build landing pages to turn traffic into conversions . Way more conversions.

Uplifting marketing results AND a happy retirement? Easy.

Abyss Diving, By the Numbers

Business size: 11 to 20 full-time and part-time employees
Industry: Tourism
Place: Sydney, Sydney
Advertising goals: Increased bookings
Conversion goal: Click-through to booking page
The company: Diving training and experiences (shark cage scuba diving, free diving, etc . )
Peter Letts, Founder, Abyss Scuba

Myself, the daughter, and the initial person I’ d ever taught in order to dive—the three of us opened up Abyss Scuba diving, and we’ ve grown it over the last 20 years to be the second-biggest dive shop in Australia. Today we do a whole range of matters. We teach individuals how to dive, all of us take them out every weekend, and we organize trips up the coast every few weeks. — Philip Letts, founder, Abyss Scuba Diving (now retired)

Psst … Wanna move straight to Peter’s landing page strategy? Click here, or even start off with a look at this snapshot associated with some of his outcomes:

From Chemist, to Founder, to Marketing Trailblazer

Throughout his career in the business world as a food chemist, Peter Letts often thought he knew how to do the marketing and advertising side better than the advantages . Shortly before he opened their own business, it was time for you to find out if this individual was correct.

As a hobby, Peter set up the website to get a local dive store. In those days, Google hadn’ t come alive yet, and AltaVista was the main search engine. “If you searched for everything in Sydney, you only found this shop, which tripled their business in six months. I thought I could do the same task when I opened up my own business. And that has been how I ended up running our marketing.

Image: Abyss Scuba Diving

Keeping the Business Afloat After Challenging Situations

Abyss’ s digital advertising efforts evolved alongside the web. By 2020, the business enterprise was the second-largest dive shop in Australia. Clients that started going to the company 20 years ago flew into Australia and other exotic locations every year to jump with the Abyss team, and fresh encounters from all over the world regularly joined them on new adventures.  

As 2020 kicked off, the particular team prepped for another bumper season. But they got no idea of the problems the next couple of years might have in store.

It’s an understatement to say that this pandemic years are challenging. People, economies, and businesses have experienced all over the world. Small businesses have been strike particularly hard , especially in the travel and tourism sector.

Interpersonal distancing anyone? Image: Abyss Scuba Diving

Australia’s borders were closed for your better part of 2020 and 2021. Along with Abyss Scuba depending predominantly on worldwide visitors, it’s already been tough. The team also felt the impact from environment disasters in Australia.

Peter Letts, Founder, Abyss Scuba

Sydney has been belted by a series of problems. Three or four several weeks before COVID, there were bushfires around the area, which blackened water, which meant simply no dives. Then we had multiple lockdowns, diminishing our customer base to only our council area. Now we’ ve just got floods, which have blackened the water again. It’ s been 2 and a half years of striving, and we’ re still in that battle stage. We’ re finally about to emerge from the dirty drinking water, and then we’ re heading into winter, which naturally decreases the number of people.

Gehenna Scuba’s unique business model predominantly relies on coming back customers rather than searching for a steady stream of recent ones. “Ideally, we’re looking for six to 12 new customers a month, ” Peter explains. Since most of their coming back customers come from overseas, and local restrictions severely closed their own pool of domestic prospects, they’ve been operating at about 40% convenience of the last two years.

Masks upward! 😷 🤿 Image: Hades Scuba Diving

Now, with the expectation of the world “returning to normal, ” Peter is usually readying his advertising funnels to allowed new customers back to the shop —and that’s where getting pages have come to the game.

Peter Letts, Founder, Abyss Scuba

It’s been hard for the business. While i set up the getting pages, the main objective was to have them there so that as shortly as restrictions had been lifted, we could convert the situation around and obtain as many people back diving as possible.

Marketing Better with a Smarter Squeeze page Builder

Peter’s marketing strategy centers mainly around focusing on new customers about their offerings through electronic advertising campaigns. Over the years, Peter has learned that pinpoint targeting hits a nice spot for his campaigns. For example , he’s currently focused on targeting people applying for the 90-day Australian visa program to reach a high-intent international audience coming to the country for journey purposes.  

“We really get our best results by means of PPC, ” he or she explains. And just like the advertisements are targeted to specific people, so are his landing pages associated with specific experiences and excursions Abyss has on offer. Getting the right people through to the getting pages is only the start of Peter’s story, however. After all, we’re not speaking about click-through rates, we are talking about *conversions* . And for Peter, that means qualified leads which are clicking through to the particular company’s booking system. From here, leads either book (and pay out for) an experience straight or request more info about a specific getaway.

And they are most definitely getting individuals qualified leads. Abyss Scuba’s average conversion rate across its reside landing pages is definitely 35%. (The median transformation rate for the travel industry is five. 2%. ) Keeping in mind that will Abyss is only looking for six to twelve *new* customers a month, that’s amazing!

It’ ersus a simple process: Landing pages send visitors to the Abyss Scuba booking page, and following that leads become customers.

Peter’s excellent landing page strategy? Smarter advertising with Unbounce’ Intelligent Builder. Fueled by millions of insights plus data points—this next-gen landing page builder requires the guesswork away from figuring out what will get people converting. Smart Contractor can accurately forecast which landing page layouts and headlines works best for each customers. Which means Peter spends less time building and optimizing his landing pages and more time enjoying his pension.

Peter Letts, Founder, Abyss Scuba

Just getting people to take a look at a page in the first place is difficult enough. Once you’ ve got all of them there, you want to maximize the number of those people that will then go on and guide something with us.

Smart Contractor, Smart Traffic, Clever Copy? Oh My!

When we’re talking about smarter marketing, Peter really goes all-out. Not only will he use Intelligent Builder to *build* high-converting landing pages, but he also uses Smart Copy and Smart Traffic to *optimize* them—all using the simple click of the button.

“That’ s really the things i was attracted to within the first place—the fact that it’ s intelligent. It makes decisions which are based scientifically, rather than on someone’ ersus gut feeling, ” he says. While Wise Builder offers a led building experience straight related to his sector, Smart Copy takes care of the wordsmithing. After which finally, Smart Visitors steps in to immediate visitors to the variants where they’re probably to convert.

Who says creating beautiful landing webpages has to be hard? 🤩

Spending hours crafting the perfect landing page? Waiting weeks for A/B tests to operate just to get a tiny insight? Ugh, that’s *so* 2020.

Peter Letts, Founder, Abyss Scuba

With A/B testing, you think you’ ve got the right answer, and everyone comes up and says you’ ve got the ideal answer, and then three or four months down the monitor, the results have simply tapered down again. Whereas [Smart Builder and Smart Traffic] make decisions much quicker and lets you look at how they are going in real-time plus adjust things accordingly.

And it really is as simple as that. In fact , our information shows that pages designed with Smart Builder take less than half the time to construct as a drag and drop system— aaaaannd it gives you improved conversions.

Top tip: Smarter marketing is not just for PAY PER CLICK campaigns. Peter is actually with a couple of these “smart” equipment to do some heavy-lifting marketing maintenance function. For instance , on the Abyss Scuba diving website, he’s used Smart Copy to help write blog posts—and these are currently some of the best-performing SEO motorists to the site!

Work Smarter With a Landing Page Constructor That Gets You More with Less—Just Like Peter and Abyss Scuba Diving

Smart Builder, Clever Traffic, and Sensible Copy are all area of the Unbounce Conversion Intelligence ™ System. Like Peter, we have confidence in the value of working better, not harder. We have analyzed millions of getting pages and conversion rates, and we know what functions.  

These tools each offer a guided experience—whether you wish to build landing web pages, optimize traffic moves, or create articles so you can get more from your marketing efforts.

Peter Letts, Founder, Abyss Scuba

If you want to improve your marketing, reduce your hard work but improve the results, that’ s the easiest method to go because it places together the whole package—and it works.

Looking to exceed your expectations just like Philip? Basically turn on the “smarts”—and see what happens for yourself.

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