Return is...finding new revenue streams in a competitive niche.
London Luton Airport is an international airport located in Bedfordshire, on the outskirts of London. Just 30 miles north of the Capital, as the fourth largest airport in London it sees around 10 million passengers pass through its doors each year. With over 100 destinations and a continued expansion planned, it’s the UK’s fifth largest airport in regards to footfall.
London Luton Airport approached Return on Digital with one objective - to increase the sales of London Luton Airport's car parking bookings.
The team at Luton felt they were losing the battle against the airport parking affiliates and needed a stronger presence on Google’s organic search results.
They needed to compete against cheaper offsite alternatives around London Luton, and improve the opinion and perception of their onsite parking options.
We approached London Luton Airport’s problem with a solution of content optimisation and local search strategies.
Our Content Team carried out an analysis of London Luton Airport’s existing onsite content and researched user intent in order to identify areas that could be improved upon. This included ways to provide more relevant information and better assist users throughout the booking journey.
From this, we amended existing content elements that were currently impeding the customer journey, revising instances of duplicate content, improving ‘Calls To Action’, and adding new content to target relevant search traffic and boost conversion rates.
The Local search campaign had to cover all three of London Luton’s official car parks and was operating in a very competitive niche.
By ensuring the client’s car parks were optimised correctly and uniformly across the web, we helped London Luton increase their foothold in the market.
After Google’s latest local algorithm update, Pigeon, was released in late 2014, the site saw further improvements in Local ranking, taking up all local result spaces for relevant search terms.
Based on the results of our content recommendations, technical audits and local search optimisation, we’ve improved keyword rankings, bounce rates and conversions on a number of search terms that London Luton Airport were targeting.
We are now working with the team to increase sales of their other services and collaborating with them on the creation of their new website.
50% year on year revenue increase for /parking pages.
5% increase in conversion rate.
40% increase in organic traffic.
The Client's own words...
"Working with the team at Return On Digital has enabled London Luton Airport to add value to its online car parking sales, help drive traffic to the website and increase the number of bookings made. Their strategy and recommendations were well thought out and thoroughly explained. They have devised excellent suggestions for content and the development of our customer journey through the website and ensuring best practice in an ever changing online world".
Paul McNulty - E-commerce Manager
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