We researched search volume opportunities in upper funnel keywords like “what to do in Berlin”, “things to see”, and “places to stay” and determined that there was significant impression volume available.
The initial pilot targeting these terms generated a sizeable lift in traffic and overall web leads at a low cost per lead, but bookings did not follow the lift in web leads.
We advised our client to migrate to a two-part opt-in process on their landing page. The first step was meant to collect only the most essential contact information, preserving the elements of the original form.
The second part of the opt-in was a more detailed form submission that allowed users to volunteer information about their vacation plans including travel dates, expectations for included tour features, and more.
We began tracking both parts of the opt-in as separate goals within Google Analytics and used them as custom columns alongside the channel performance data.