The Situation

Budget Rent A Car came to Exceed frustrated with the way their advertising agency was managing their online business. Budget’s online advertising was costing more than the revenue it created, and Budget’s online revenue targets simply weren’t being met.

The Solution

The first step was to install and customise Google Analytics to gain vital insights to how visitors were interacting with the site. A Conversion Rate marketing campaign was created to maximise revenue yet minimise spend, combining Search Engine Optimisation (SEO) with an optimised Pay Per Click (PPC) campaign. Dedicated Landing Pages were created, and numerous Multivariate Tests (MVT) employed, to improve the relevance of the website to visitor’s needs.

The Results

After just four weeks Budget’s conversion rate increased by 23%. Their bounce rate (the number of visitors who arrived on their website but left straight away without selecting another page) reduced from 55% to less than 10% for Budget’s key landing pages (anything under 20% is impressive).

The biggest turn-around was seen in Budget’s costly PPC campaign. From an original media cost of revenue of 120%, Budget now consistently average under 4% every month. The average position of their advertising remained unchanged, yet Budget’s Cost Per Click (CPC) decreased by 25% on average.