The Challenges

Following a Google algorithmic penalty in November 2016, Inspired Luxury Escapes’ year-on-year SEO visibility had declined by 51% in less than months. The business was feeling the repercussions of the visibility loss through a decrease in traffic and subsequently sales, however didn’t have the expertise internally to establish what, or why, it had happened, and more importantly how to rectify the issue. As a result, website enhancements and content production had been halted, which had caused a further acceleration in visibility decay.

The Solution

In just five months Inspired Luxury Escapes saw a 400% increase in online conversions and an overall 18.2% increase in tracked luxury keyword positioning in SERPs.

Since the site’s content was updated it has seen a 118% increase in organic visibility and page bounce rates improving by 33%.

addmustard’s SEO improvements resulted in Inspired Luxury Escapes achieving a rapid and total recovery from it’s Google penalty, bringing its visibility back to its original levels.

The Results

At channel level, addmustard delivered an 80% increase YOY in easyJet holidays’ PPC conversions and a 65% increase in overall conversion. This resulted in an increase in revenue of 148%, and a reduction in the cost per customer acquisition (cost per booking) of 74%. A new A/B testing and conversion optimisation platform and programme was successfully implemented, along with training of the in-house team.

The Client

Inspired Luxury Escapes provide hand-picked luxury holidays in some of the most prestigious hotels and resorts around the globe. Nominated multiple times over for their unrivalled specialist operators and professional staff, Inspired Luxury Escapes offer a luxury holiday service that is second to none.