Holiday Trails Resorts

The new website became a consistent source of qualified leads to the salesteam.

SUMMARY

A re-designed website, an online contest, persuasive content, conversion goal metrics and a visionary team at Holiday Trails Resorts changed the way everyone looked at the internet. By creating an online lead generating website, the Holiday Trails Resorts team developed a new way to "catch" potential members.

CHALLENGE

The challenge for HTR was to move through their online development one phase at a time. They needed a new website design, they also needed to attract the right kind of traffic and they needed to collect data so that they could feed leads to the sales team. HTR hired Stir to help them move through the phases of online business development systematically and strategically.

CAMPAIGN

Phase One: Re-design the website and rank higher in search engines.
The initial website redesign resulted in visitors looking at 5 times the number of pages as they had previously. They were interested in camping memberships and they were researching about it right on the Holiday Trails Resorts website. Stir's efforts to increase search engine ranking resulted in page one ranking in Google for multiple keyword phrases that were core to Holiday Trail's services.

Phase Two: Pay-per-click Marketing
The second phase of Holiday Trails Resorts online business development was to generate traffic through paid advertising in Google. Using PPC landing pages, banner ads and an online contest, Stir was able to drive traffic to the top of the sales funnel. This resulted in a 4.9% of the paid visitors converting to one of HTR's two conversion optimization goals.

Phase Three: Persuasive Content
The third phase of the Campaign was to develop an online sales section of the website. Stir met with the top salesperson and discovered the sales process that she used in order to help buyers understand the product and the benefits. Stir replicated this in a section of the website that continues to produce the most qualified leads to the sales team.

Phase Four: Migrate the Site to StirSuite
When the Holiday Trails Resorts team heard about the integrated StirSuite content management system, email marketing and data collection, it was an easy decision to move the site into the new system. With this came a website facelift resulting in a fresh new look!

RESULTS