Driving conversion growth and
reducing overall cost-per-lead
in the challenging post-covid
German travel market
Performance & PPC
Dreamlines is an Online Travel Agent (OTA) specialising in cruises and operating across several markets, including the UK, Australia, Germany and Netherlands. Their business, like many in the travel sector, was severely impacted by Covid, with cruises cancelled and international travel grinding to a halt.
addmustard started work with Dreamlines in 2021 as they emerged from Covid and looked to revive their business and marketing activities, with a particular focus on re-attracting customers through PPC, SEO & CRM. The German market in particular proved challenging, with market demand remaining significantly down vs 2019 levels (-33% in Sept 2021 vs Sept 2019) and took a further hit from the onset of the war in Ukraine (-26% March 2022 vs Jan 2022).
With demand in Germany remaining depressed, and PPC cost-per-lead (CPL) running at historically high levels (+270% vs 2019), we focused on maximising onsite conversion from clicks to leads through an intensive CRO programme. Working with the internal team and taking a data-driven approach, we identified the priority fixes required to reduce friction on the site and maximise conversion to leads. We then embarked on a series of A/B tests to drive performance, whilst restructuring the PPC accounts to run to a ROAS (Return on Ad Spend) model and adapting the campaigns to the new reality in the market.
The impact from the CRO programme, coupled with a root and branch overhaul of the PPC activity, led to some impressive results:
+84.9% improvement in CR% over a 6-month period
-56.0% reduction in CPL over a 6-month period
Resulting in +23.1% more PPC sessions, whilst spending -8.8% less
That combined with the improved CR% onsite has led to a +107% increase in overall leads, whilst reducing spend.
Increase in Conversion Rate
Reduction in CPL
Increase in overall leads
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