Search Strategy Increases Online Sales by 420% |
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Photocreator is an innovative service that offers a unique opportunity to create personal and bespoke photo gifts from your digital photos. The brand boasts an extensive range of products from wedding albums and school yearbooks, to photo calendars and canvas prints.
As Photocreator’s trusted digital partner, Alienation Digital manages a search marketing strategy in line with the client’s aims. This strategy switched the organisation’s focus from a paid to a natural search and has reaped some fantastic results in the last 6 months.
Results Driven by Organic Search
One of the client’s main aims was to reduce its overall spend on paid search and move to an organic search strategy. We provided consultancy to assist in fulfilling this objective; re-focused the brand’s online marketing and developed copy which was both search engine and user-friendly.
Consequently, the number of visitors from organic search has almost trebled whilst conversion rates have doubled. Above all, this has increased revenue by 420%.
About the Client
Photocreator is a subsidiary of Elanders; a global printing organisation that offers a vast range of printing solutions.
Founded in 1908, Elanders has long been an established and trusted brand, providing comprehensive services for all printing needs. Whilst Photocreator produces individual, unique creations for its customers, the Elanders group as a whole can offer anything from global packaging production to database publishing, and everything in between. |
Pitlochry Festival Theatre Website Launched |
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In the picturesque Victorian town of Pitlochry you will find one of Scotland’s most popular theatres, a leading Scottish tourist attraction with a restaurant, bar and café, set within a stunning location with a fantastic view.
Alienation Digital won a competitive tender to develop an expansive web presence for all of the attractions that the Festival Theatre comprises. A central web presence presents the theatre’s main attractions within a rotating interactive banner, which dominates the ‘above the fold’ real estate of the homepage with engaging and enticing imagery.
Beneath the banner, a calendar feature, dropdown search menu and scrollable event flyers provide multiple paths to descriptions of the shows and event booking. The ecommerce booking system utilises the tessitura facility to allow visitors to select exactly the seat they want for the show, generating a live update so staff and customers have live information on seat availability.
Integration between the booking system and website pulls all booking system updates through to the public area of the site in real time. Tessitura is the future of online ticket booking, and Pitlochry Festival Theatre, assisted by Alienation Digital, has become one of only around 35 theatres in the UK to utilise the technology. Even more impressive, working in partnership with the team at Pitlochry and Tessitura, we were able to fully implement the technology in only 6 months, whilst management at Tessitura had predicted that new adopters of the software should expect this to take in excess of one year.
A partnership between the theatre and local sound and light show, The Enchanted Forest, has seen the Pitlochry Festival Theatre’s Tessitura technology put to further use. And the beauty of it all it is the seamless nature of the innovation: Customers are diverted to the Pitlochry Festival Theatre website to make their booking, but the user interface remains consistent with The Enchanted Forest and customers are unaware of the transition.
Alienation Digital also implemented its multi site manager, which allows multiple websites to be managed within a single content management system. Explorers Garden is an addition to Pitlochry Festival Theatre’s main attraction: Visually stunning grounds, perfect for weddings, days out or just a leisurely ramble. The garden has a fascinating history, too, and a secondary website was set up to inform, inspire and invite the public to discover Explorers Garden’s beauty.
Giles Conisbee, Head of Sales and Marketing
“We’ve been hugely impressed with Alienation. Their technical competence and the robustness of the solution, coupled with their creativity has resulted in a cracking new website and online ticketing system. The new website reflects our brand values and high standards in everything we do: on stage, off stage, and now online.”
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Online Revenue Rockets 73% for Top Hotel Chain Following Alienation Website Launch |
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Alienation Digital has implemented an Internet Marketing campaign for a leading hotel chain that has increased online revenue 73% for a suite of 35 websites.
The number of unique visitors rocketed 24% within three months of launch, and the number of room nights booked was up by an impressive 38%.
This increase in bookings and revenue is a stark contrast to the current downturn across the hotel industry: the PricewaterhouseCoopers UK Hotels Forecast predicted revenue per available room (RevPAR) to fall 12.1% overall in 2009.
Individual websites within the suite were given a boost through a combination of search engine optimisation (SEO), web copywriting and good design. For one of the hotels in the group, an intensive programme of digital
marketing work on the website led to a 40% increase in monthly unique visitors and a 50% increase in the number of pages viewed. 70% of all visitors to the website came from the search engines, illustrating the impact that good SEO has on website performance in a competitive market.
About the Client
Somerston Hotels is the owner of 33 Express by Holiday Inn, Holiday Inn Express and Hampton by Hilton hotels across the UK. Alienation Digital launched a new suite of websites in March 2009 after Somerston identified a desire to engage with its customers, highlight the benefits of its hotel properties, portray a professional online image and ultimately drive incremental revenue growth in a competitive market.
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Page Views Boosted 60% for RSAMD Dramaworks |
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Alienation Digital has helped the Dramaworks programme at the Royal Scottish Academy of Music and Drama (RSAMD) to enhance its online footprint and increase the number of pages viewed per month by 60%.
Following consultation with the client Alienation provided in-depth competitor and keyword research, web copywriting and a managed pay-per-click campaign. The research concluded with recommendations about how the RSAMD can broaden its content, enhance search engine optimisation and provide an engaging and interactive resource for its audience.
The pay-per-click campaign drove qualified traffic to the website and raised the attendance of the summer Stagecraft course, filling the remaining 50% of places. Landing page optimisation enhanced the accessibility of the section for web visitors as well as search engines to support the PPC campaign.
Head of Dramaworks, Eona Craig said:
"Dramaworks at the Academy is a brilliant but relatively unknown quantity. The programme exists in a busy building, in a busy city and in a very busy marketplace.
"Alienation helped us understand our place in those three settings and how best to position ourselves to allow more people to know what Dramaworks at the Academy is all about.
"These results, achieved in a short space of time, have demonstrated how a simple intervention with a knowledgeable partner can have real impact."
About the Client
The Royal Scottish Academy of Music and Drama is a cosmopolitan institution, which recruits students from around 40 countries worldwide. In September 2009 it became the United Kingdom’s first conservatoire of Dance, Drama and Music, offering exciting opportunities for artistic collaboration across all of the performing arts.
The Dramaworks programme welcomes students from around the globe for short and part time courses. Research within the Academy has shown that around two thirds of customers look online first for course information. |
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