Saxony - spring campaign 2017: Achieving an Impressive 74.8% Conversion Rate from a Single Landing Page!
Story by DP Press Team
4 min read
Direktpoint is managing the digital marketing campaign for Saxony and, following the success of last year's edition, we are taking the same path.
Our team is taking care of the spring 2017 digital campaign promoting Saxony in Poland. We have already achieved the KPIs set just one week after the activation of the campaign! And we're still working to improve the results!
Direktpoint has designed, developed, and deployed a landing page that allows visitors to order free printed brochures and maps about this destination. We are also responsible for the official Facebook fan page, as well as Instagram & SEM ads.
After 10 days since we launched the campaign we received 2772 orders for free packages. This counts as a 74.8% conversion rate (3,319 UU visits on the LP after 10 days). And all of this with only a very little media boost. Saxony is happy with the result, as are we proud of this project!
Scroll down to read more about this project.
What is the key to providing such results?
- Good product-to-market/sell strategy
Saxony is a great destination to work with and to market. It would not be easy to deliver such results in a financial market campaign. But it's important to focus on the goal - in this case, it was the tourist package. Visitors will be more likely to order the package when all of the content you present on the site will be connected with conversion. In our scenario, we were talking about hiking/cycling/walking paths around Saxony. The free map we are offering to anyone is an active map filled with trails, camps sites, etc. So the more time you spend on the campaign site - the more likely you will like our giveaway freebie.
- Good timing in your target audience
The beginning of May is a national holiday in Poland. People who travel during this time seek new places to visit and Saxony is not a well-known destination yet. All in all - lots of visitors have a 5-day vacation on their minds so they are more interested in travel topics.
- The landing page/campaign outcome has to offer real value to the users
In this campaign we are sending free printed materials about the destination - and they are truly very useful for tourists. Having a cool freebie is always a conversion rate booster.
- You need to precisely choose your audience
It's all about custom targeting, and reaching the proper users on social channels and Google Network. We spend hours selecting the right people in Adwords and Facebook. It's also good to work with blog influencers - they always provide a solid high quality traffic.
We believe that good Facebook ads can make a big change when it comes to the results of the whole campaign. We have set up a small photo shoot and based on the results we have created one of the most clickable Facebook ads in Direktpoint history...