Get the Most Out of a Smart Landing Page Builder—Just Like This Business

Typically you select a pastime, typically a ardour chooses you. And that’s precisely what occurred when Peter Letts found scuba diving.

He first dipped his toes as a diver in 1992, however quickly took to the deep finish and have become hooked on the game. Nearly 10 years later, he left a profitable company profession to show his ardour for the oceans right into a enterprise. “I had a midlife disaster, chucked the company world apart, and determined to open up a dive store,” he explains. 

Peter is now retired. His daughter, Rachael, has taken over the reins at Abyss Scuba Diving. He’s nonetheless concerned within the enterprise—answerable for their advertising efforts—they usually’re doing far more than simply staying afloat.

In truth, Peter is churning out PPC (pay-per-click) campaigns and touchdown pages that see a mean conversion price of 35%.

And he doesn’t even break a sweat doing it. Why? As a result of he’s discovered a wiser strategy to construct touchdown pages to show visitors into conversions. Far more conversions.

Inspiring advertising outcomes AND a cheerful retirement? Straightforward.

Abyss Scuba Diving, By the Numbers

Myself, my daughter, and the primary individual I’d ever taught to dive—the three of us opened up Abyss Scuba, and we’ve grown it during the last 20 years to be the second-biggest dive store in Australia. Right now we do an entire vary of issues. We train individuals tips on how to dive, we take them out each weekend, and we arrange journeys up the coast each few weeks. — Peter Letts, founder, Abyss Scuba Diving (now retired)

Psst … Wanna go straight to Peter’s touchdown web page technique? Click here, or begin off with a peek at this snapshot of a few of his outcomes:

From Chemist, to Founder, to Advertising Trailblazer

All through his profession within the company world as a meals chemist, Peter Letts all the time thought he knew tips on how to do the advertising facet higher than the professionals. Shortly earlier than he opened his personal enterprise, it was time to search out out if he was appropriate.

As a pastime, Peter arrange the web site for a neighborhood dive store. In these days, Google hadn’t come alive but, and AltaVista was the principle search engine. “In the event you looked for something in Sydney, you solely discovered this store, which tripled their enterprise in six months. I believed I might do the identical factor after I opened up my very own enterprise. And that was how I ended up operating our advertising.”

Preserving the Enterprise Afloat After Difficult Instances

Abyss’s digital advertising efforts advanced alongside the net. By 2020, the enterprise was the second-largest dive store in Australia. Clients that began visiting the corporate 20 years in the past flew into Australia and different unique areas yearly to dive with the Abyss crew, and contemporary faces from everywhere in the world frequently joined them on new adventures. 

As 2020 kicked off, the group prepped for one more bumper season. However that they had no thought of the difficulties the subsequent couple of years would have in retailer.

It’s an understatement to say that the pandemic years have been difficult. Individuals, economies, and companies have suffered everywhere in the world. Small companies have been hit significantly onerous, especially in the travel and tourism sector.

Australia’s borders had been closed for the higher a part of 2020 and 2021. With Abyss Scuba relying predominantly on worldwide guests, it’s been robust. The group additionally felt the impression from environmental disasters in Australia.

Sydney has been belted by a sequence of issues. Three or 4 months earlier than COVID, we had bushfires across the space, which blackened the water, which meant no dives. Then we had a number of lockdowns, shrinking our buyer base to solely our council space. Now we’ve simply had floods, which have blackened the water once more. It’s been two and a half years of struggling, and we’re nonetheless in that battle stage. We’re lastly about to come back out of the soiled water, after which we’re heading into winter, which naturally reduces the variety of individuals.

Abyss Scuba’s distinctive enterprise mannequin predominantly depends on returning clients somewhat than on the lookout for a gentle stream of latest ones. “Ideally, we’re on the lookout for six to 12 new clients a month,” Peter explains. As a result of most of their returning clients come from overseas, and native restrictions severely closed their pool of home prospects, they’ve been working at about 40% capability for the final two years.

Now, with the hope of the world “returning to regular,” Peter is readying his advertising funnels to welcome new clients again to the store—and that’s the place touchdown pages have come into the sport.

It’s been robust for the enterprise. Once I arrange the touchdown pages, the principle objective was to have them there in order that as quickly as restrictions had been lifted, we might flip the state of affairs round and get as many individuals again diving as potential.

Advertising Smarter with a Smarter Touchdown Web page Builder

Peter’s advertising technique revolves primarily round concentrating on new clients about their choices by means of digital promoting campaigns. Through the years, Peter has discovered that pinpoint concentrating on hits a candy spot for his campaigns. For instance, he’s at present centered on concentrating on individuals making use of for the 90-day Australian visa program to achieve a high-intent worldwide viewers coming to the nation for journey functions. 

“We actually get our greatest outcomes by means of PPC,” he explains. And identical to the adverts are focused to particular individuals, so are his touchdown pages tied to particular experiences and excursions Abyss has on supply. Getting the correct individuals by means of to the touchdown pages is simply the beginning of Peter’s story, nevertheless. In any case, we’re not speaking about click-through charges, we’re speaking about *conversions*. And for Peter, which means certified leads which are clicking by means of to the corporate’s reserving system. From right here, leads both e book (and pay for) an expertise instantly or request extra details about a particular outing.

They usually’re most undoubtedly getting these certified leads. Abyss Scuba’s common conversion price throughout its reside touchdown pages is 35%. (The median conversion rate for the travel industry is 5.2%.) Preserving in thoughts that Abyss is simply on the lookout for six to 12 *new* clients a month, that’s wonderful!

Peter’s nice touchdown web page technique? Smarter advertising with Unbounce’ Smart Builder. Fueled by thousands and thousands of insights and knowledge factors—this next-gen touchdown web page builder takes the guesswork out of determining what will get individuals changing. Sensible Builder can precisely predict which touchdown web page layouts and headlines will work greatest for every audience. And which means Peter spends much less time constructing and optimizing his touchdown pages and extra time having fun with his retirement.

Simply getting individuals to take a look at a web page within the first place is difficult sufficient. When you’ve bought them there, you need to maximize the variety of these individuals who will then go on and e book one thing with us.

Sensible Builder, Sensible Visitors, Sensible Copy? Oh My!

Once we’re speaking about smarter advertising, Peter actually goes all-out. Not solely does he use Smart Builder to *construct* high-converting touchdown pages, however he additionally makes use of Smart Copy and Smart Traffic to *optimize* them—all with the straightforward click on of a button.

“That’s actually what I used to be drawn to within the first place—the truth that it’s good. It makes selections which are primarily based scientifically, somewhat than on somebody’s intestine feeling,” he says. Whereas Sensible Builder affords a guided constructing expertise instantly associated to his trade, Sensible Copy takes care of the wordsmithing. After which lastly, Sensible Visitors steps in to direct guests to the variants the place they’re probably to transform.

Spending hours crafting the right touchdown web page? Ready weeks for A/B checks to run simply to get a tiny perception? Ugh, that’s *so* 2020.

With A/B testing, you suppose you’ve bought the correct reply, and everybody comes up and says you’ve bought the correct reply, after which three or 4 months down the monitor, the outcomes have simply tapered down once more. Whereas [Smart Builder and Smart Traffic] make selections a lot faster and allows you to have a look at how they’re going in real-time and alter issues accordingly.

And it truly is as straightforward as that. In truth, our knowledge exhibits that pages constructed with Sensible Builder take lower than half the time to construct as a drag and drop system—aaaaannd it provides you elevated conversions.

Work Smarter With a Touchdown Web page Builder That Will get You Extra with Much less—Simply Like Peter and Abyss Scuba Diving

Sensible Builder, Sensible Visitors, and Sensible Copy are all a part of the Unbounce Conversion Intelligence™ Platform. Like Peter, we imagine within the worth of working smarter, not tougher. We’ve analyzed thousands and thousands of touchdown pages and conversions, and we all know what works. 

These instruments every supply a guided expertise—whether or not you need to construct touchdown pages, optimize visitors flows, or create content material so you may get extra out of your advertising efforts.

If you wish to enhance your advertising, cut back your effort however enhance the outcomes, that’s one of the best ways to go as a result of it places collectively the entire package deal—and it really works.

Trying to exceed your expectations identical to Peter? Merely activate the “smarts”—and see what occurs for your self.