sky high conversions
Flying Scot are one of the leading providers of airport parking in both Edinburgh and Glasgow, with over five sites across the two airports.
We were asked to improve the efficiency of the booking process in order to make more of the visitors coming to the site already. The client runs both PPC and SEO campaigns with us but we felt that they could be making more from their existing visitors.
Baseline conversion rates were already well into double figures (and we had a hand in the design of the existing process) but you can always improve!
What we did…
The original booking process was multi-step with several elements that required irrelevant information that served only to create friction and purchase anxiety. This is what we like to call a ‘faff’.
Not only that, it also hindered motivated visitors from converting – it was actually driving customers away.
Our test hypothesised that simplifying the process would decrease friction and anxiety thereby encouraging more visitors to convert.
Before: The site before our changes
○ We found that much of the information was requested again at drop-off point so we only asked for information needed NOW
○ We improved the layout and visibility of calls to action – keep it simple.
After: Our formulated test variation
So what happened?
Our hypothesis was confirmed – holy smokes, the variation page performed 39.62% better than the original!
Using historical Google Analytics data we can calculate that this client could expect to generate a six-figure sum in additional revenue in year one from this change alone.
The Analytics Data
This screen grab from Google Analytics tells the story really… The split tests were conducted at the start of the period shown & the new changes implemented within 7 days of starting the test. The conversion rates have continued to climb during this period potentially bringing in more than the 39% increase!
What next? Take a holiday Bill – you’ve earned it!
That’s what your boss will tell you when your conversion rate and revenue start increasing (if your name is Bill). We’ll even guarantee results or your money back!
Are you ready to start optimising your site?