Indiana Tourism spends 32% less per conversion YOY.
It’s no secret that the more vividly you can represent a fun experience, the more likely people are to try it. So we decided to give Indiana Tourism’s website visitors a sampling, if you will, to increase their chances of visiting the destination they were considering.
The thinking was about shifting the website’s goal from quantity to quality. Rather than spend money on driving as much traffic to the site as possible, let’s find people who are qualified and will interact with the content to improve awareness and engagement.
We implemented features like interactive maps and a quiz so people could learn what destinations might be best for them. Then we provided tools for finding nearby places to eat, things to do and where to stay. We essentially let travelers plan their entire trip.
Ultimately, we added so much fun content to the site that for every dollar Tourism spent driving people to it, the cost per conversion went down 32% YOY.
If you think that kind of smart, efficient thinking is a good destination for you, fill out the form below. We’d love to get you there.