BIG4 Holiday Parks

Overview

BIG4 Holiday Parks are Australia’s leading holiday park group with 180 parks across the country. They have won several prestigious tourism industry awards for their excellence in camping, caravanning and cabin accommodation.

The Challenge

BIG4 Holiday Parks approached Fastrack Group because they wanted to improve their conversion rates and continue to secure growth in traffic and revenue in an ever-more competitive online space. On top of these core goals, they were seeking new content strategies to optimise customer acquisition as well as the technical expertise to better compete with OTAs in Google’s organic results.

The Solution

BIG4 Holiday Parks appointed Fastrack Group to spearhead their SEO and conversion rate optimisation (CRO) campaigns. The first part of the strategy included detailed technical and content audits of every section of their website, competitor research, visitor behaviour analysis and live tester feedback. On the back of this, technical issues were addressed, new content strategies were implemented and ongoing CRO experiments are being conducted to make constant improvements of conversion rates and therefore overall revenue across all channels.

The Results

This project is ongoing and new conversion rate gains are being made every month. Organic (SEO driven) traffic is on a steady incline, consistently higher year on year.

Key results from CRO include:

  • 11% increase in loyalty club signup conversion rate
  • 10% increase in the rate of bookings from visitors on the homepage

Key results from SEO include:

  • 12% increase in organic traffic YoY
  • 19% increase in organic revenue YoY

Want to see what we can do? Let's have a conversation!