Optimising the User Journey for a Global Travel Hub
Wilde Marketing partnered with a major UK airport to enhance its eCommerce performance, leading a development team to improve conversion rates. By optimising the website’s user experience, refining CTAs, and improving search visibility, we successfully achieved the airport’s quarterly eCommerce targets.
The Challenge
The airport needed to increase eCommerce sales by 14% to align with wider business objectives. However, conversion rates were underperforming, and visitor drop-off at key purchasing stages was impacting revenue. To address this, we conducted a full website review with a team of developers to identify areas for optimisation, ensuring both top-of-funnel traffic and conversions were improved.
Approach
To enhance user engagement and streamline the purchasing process, we implemented several key improvements:
- Call-to-Action (CTA) & Copy Optimisation – We refined CTA placement and messaging, making them more compelling and action-driven. Titles and meta descriptions were also updated to improve search visibility and click-through rates.
- Landing Page Journey Improvements – By removing unnecessary steps in the purchasing process, we created a smoother, more intuitive user journey that reduced friction and improved the overall experience.
- Search Query to Web Visitor Conversion – Adjustments to meta tags and content ensured that users arriving from search engines were better matched to relevant landing pages, increasing engagement and reducing drop-offs.
Conversion rate increase
Results
The optimisation strategy led to a 40% increase in conversion rates and a 17% reduction in bounce rates, enabling the business to achieve its eCommerce targets for the quarter. By improving user experience and search effectiveness, we delivered measurable, revenue-driving improvements for the client.
Wilde Marketing continues to help purpose-driven organisations optimise their digital platforms, ensuring seamless user experiences that drive meaningful results.
