"In the first 3 weeks of the videos going live we had 1,200 views, which is a great result. Not only are we communicating effectively with our customers and potential customers and really bringing the Mark Warner experience to life, we are also providing rich content for Propellernet to work their magic on from an SEO perspective."
How we used video to bring the Mark Warner experience to life and improve conversion rates
Discover.
We recognised conversion as a one of the key areas where we could make an impact on Mark Warner's business. They specialise in family and activity holidays and offer much more than the standard hotel and flight package. Research shows that people are highly influenced by images and video when booking holidays online and we identified video as the perfect way to quickly and clearly explain the benefits of a Mark Warner holiday. We also knew that, when configured correctly, the videos could drive greater visibility in Google and also provide great assets for use in the link building campaign.
Conceive.
We decided that the videos needed to show a mixture of testimonials from Mark Warner customers, action-packed footage of the different activities, and also resort staff explaining the holidays in their own words. We also carried out keyword research to identify opportunities for capturing people searching using relevant search terms, for example "Tennis forehand training" as well as "Tennis holidays."
Wanting to maximise our client's budget, we set to work brainstorming ideas for 12 different videos. The first set were for showcase the different Mark Warner holiday experiences, thereby helping conversion, and the second set were more activity focussed with sporting tips from Mark Warner coaches, designed to pull in more search traffic.
We ensured that all the proposed content was on brand and also that the script was maximised for SEO.
Deliver.
All the filming took place at the Mark Warner resort in Kos and, as a result of our careful planning, took less than a week and kept the costs down for our client. All the preparation paid off and the videos were exactly what the client had imagined, perfectly capturing the essence of a Mark Warner holiday. We then optimised the videos for search and worked with Mark Warner's web team to help upload the content to the site. Once live on the site we created video sitemaps and submitted them to Google to increase visibility.
Prove.
It's early days yet but the first videos have been live for a few weeks. Within the first month they've had nearly 1,200 views, which is a great start. Watch this space and we'll update you on how this has impacted conversion soon!