Sea Darwin Local tour operator converting 20% of Google traffic to their booking button

Project overview

Sea Darwin is a leading provider of eco tours in and around Darwin Harbour. Creating unique harbour cruises and specialty day tours, owners Jim and Heather take great pride in providing interactive experience that showcase the history, habitat and intrigue of the Darwin area.

Understanding the shift in how tourists find, research, and book tours Jim and Heather sought our help in understanding their market and creating a streamlined website that was mobile friendly, aligned with customer goals, and made it easy for tourists to use their online booking system.

Whilst many of their customers come from other parts of Australia and the world, through our strategy discussions we found that the decision to buy actually happens when visitors are already in the local area. Using this insight, we focused on presenting Sea Darwin's tour products as a fantastic way to spend spare time as part of their customer's stay in Darwin.

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Client

Sea Darwin

Our Role

Design, Development, Strategy

Delivarables

Website

Local tour operator converting 20% of Google traffic to their booking button

Results

Super high conversion rates

Aligning the new website with the intent of potential customers certainly paid off. Mobile traffic now accounts for over 60% of website visits, and the ease of pathways from tour pages to the Rezdy booking system drive consistently incredible conversion rates.

Solution

Strong design based on customer intent

In uncovering the clear buying behaviour of Sea Darwin's target customer, we were able to implement design choices that clearly align with what they want.

Tour product presentation

Sea Darwin's previous website included a lot of information about their tour products, but the presentation didn't align with buyer behaviour. The new home page immediately shows visitors the tours they can book today, emphasises that length and topic of tours, and is beautifully presented on mobile devices. With most customers looking for an entertaining way to fill spare time while in Darwin, these choices show the clear fit between the tour products and customer goals.

Making better use of existing content

Heather has been blogging for many years, and had built up quite the collection of content. We audited this content, updated its presentation, and made key onsite changes to improve search engine optimisation. Now, blog content drives significant traffic to the website, with a single blog post accounting for more that 15% of website entrances.

Changing to Rezdy

Rezdy is a powerful booking platform for independent tour operators. The previous booking system was clunky, and didn't provide a good experience on smaller devices. In changing the booking system, buyers now enjoy a fantastic user experience from search, through the website, and into making a booking.


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