Friday, 1 July 2011

"A picture is worth a thousand words", or so goes the old adage, and never has this been more relevant than in the world of online marketing / LeadGenerators

LeadGenerators Site Conversion Analysis - 
Caravanning Club

The Graphic Communication Challenge

'A picture is worth a thousand words', or so goes the old adage, and never has this been more relevant than in the world of online marketing. Websites with a good mixture of images, texts and headings more effectively convey what they are offering, whether it's a camping holiday in Spain or a lobster supper in Marmaris. Sadly we too often see pages where this message is unclear, and this is certainly the case with the Landing Page for motorhome holidays on the Camping and Caravanning Club website. To this end we decided to take matters into our hands and give the site a makeover in four simple steps. 

The Client

The world's oldest and largest club for all forms of camping, including caravanning, the Camping and Caravanning Club has over 500,000 members. It provides a wide range of services, from technical advice to access to the best camping sites across the UK and abroad. The club also arranges international camping and caravanning holidays, either by taking members on escorted tours or facilitating independent travel.

Using Graphic Communication to Improve the Site



Show The Product

When creating a graphic for a Landing Page about motorhome holidays, the first task is to actually show pictures of motorhomes. As you can see, we have not only created a header banner featuring motorhomes but also added a few images more below. Then, to make the page's message clear - that these are motorhome holidays in the USA, not just any site relating to motorhomes - we have used a large text heading saying 'Motorhome Holidays across the USA'.

Clarify The Product

What is not clear in the original graphic is that Caravanning Club offers 2 distinct types of motorhome holidays in the USA. The first is for individuals who want to drive around independently, while the second is for those who want an escorted group motorhome holiday. To help make this distinction, we used the 2 column approach, where the individual motorhome holidays are addressed in 1 column and the group motorhome holiday in the other. The simple headings 'Individual Motorhome Trips' and 'Escorted Group Motorhome Tours' ensure that each column's purpose is clear.

Conjure The Product

While graphics, images and headings are very useful for making it clear what is on offer, another area of improving site conversion is the actual copy. Too many sites read like technical specifications and we very much believe that the copy should talk about the experiences, the routes, the dream of a perfect motorhome holiday.

Make It Easy To Buy The Product

On achieving all of the above, the final essential step to improving the Landing Page's effectiveness is ensuring clear Calls to Action. After persuading readers that these motorhome holidays are exactly what they want, it is vital that your contact details are clearly visible so that they won't hesitate to get in touch. In this case, we have included a telephone number and a quick enquiry form.

How does this help improve ROI?

Many businesses spend a lot of money to generate traffic to their sites, through SEO, PPC, and so on. By using graphic communication properly, the same amount of traffic can be converted into a greater quantity of sales. For this reason, implementing site conversion strategies - as we do for many of our clients - is a vital ingredient in the online marketing mix, ensuring that websites work harder for the same cost and thereby increase ROI. 

LeadGenerators has vast experience helping clients improve the conversion rates of their websites, employing strategies similar to the one above and in our other Site Conversion Case Studies. If you would like to find out more about how to make your site work
  harder for you, please give us a call. 

Submit Your Site

Do you want to see how graphic communication concepts and strategies could increase conversions on your site? As part of this series, we're offering a free site conversion analysis for TravelMole readers. Submit your site to - we'll choose one site each month and post our analysis, just like the one above. 

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