Conversion Case Study Dover Downs Hotel & Casino in Dover, DE

NYSE - DDE

History

Dover Downs Hotel and Casino has established a strong presence on the web. After a very successful and profitable website redesign and search engine optimization campaign, Dover Downs contracted WebpageFX to manage all pay-per-click internet marketing.

WebpageFX has taken advantage of this long term client relationship to maximize traffic conversions on doverdowns.com.

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Problems

Google Analytics reports visits from Google Adwords according to the keyword that was bid on, not the actual search term. Occasionally Google matches ads to unrelated or undesirable search terms, but there was no way to pinpoint which clicks were wasting money.

Although maximizing pay-per-click conversions is crucial because of the up-front cost, traffic from PPC campaigns only makes up a fraction of the total traffic to doverdowns.com. An unoptimized conversion experience was driving potential customers away, regardless of their source.

Because you can choose where PPC visitors land after clicking on an ad, an optimized landing page can increase conversions considerably. All visits from pay-per-click were directed to a normal page on the website instead of page designed for conversions.

Solutions

WebpageFX installed a custom filter in Google Analytics that returns the keyword that was bid on in addition to the exact search string. Then we identified and eliminated keywords that were wasting unqualified clicks.

WebpageFX and Dover Downs worked to improve the conversion experience for all hotel visitors by installing buttons at strategic conversion points throughout the site. These buttons make it easy for visitors to enter the booking engine after making a buying decision.

We began to run testing software on various landing pages to determine the best practices to be used for converting visitors into hotel and reduce the bounce rate.

Results

Dover Downs enjoyed the following results of our conversion optimization:

Elimination of 7 non-lucrative keywords
Traffic to booking engine from targeted pages increased an average of 357%
33% reduction in bounce rate of PPC traffic to the landing page

We work continuously with Dover Downs to cut costs and increase online revenues.

Call 888.449.3239 or contact us online to learn more about our conversion optimization services and pricing.