Typically you select a passion, generally a ardour chooses you. And that’s precisely what occurred when Peter Letts found scuba diving.
He first dipped his toes as a diver in 1992, however quickly took to the deep finish and have become hooked on the game. Nearly 10 years later, he left a profitable company profession to show his ardour for the oceans right into a enterprise. “I had a midlife disaster, chucked the company world apart, and determined to open up a dive store,” he explains.
Peter is now retired. His daughter, Rachael, has taken over the reins at Abyss Scuba Diving. He’s nonetheless concerned within the enterprise—in command of their advertising and marketing efforts—they usually’re doing far more than simply staying afloat.
In truth, Peter is churning out PPC (pay-per-click) campaigns and touchdown pages that see a median conversion price of 35%.
And he doesn’t even break a sweat doing it. Why? As a result of he’s discovered a better approach to construct touchdown pages to show visitors into conversions. Far more conversions.
Inspiring advertising and marketing outcomes AND a cheerful retirement? Simple.
Abyss Scuba Diving, By the Numbers
| Enterprise dimension: | 11 to twenty full-time and part-time workers |
| Business: | Tourism |
| Location: | Sydney, Australia |
| Advertising and marketing targets: | Elevated bookings |
| Conversion objective: | Click on-through to reserving web page |
| The corporate: | Diving coaching and experiences (shark cage diving, free diving, and so on.) |
Myself, my daughter, and the primary individual I’d ever taught to dive—the three of us opened up Abyss Scuba, and we’ve grown it over the past 20 years to be the second-biggest dive store in Australia. Right now we do an entire vary of issues. We educate individuals methods to dive, we take them out each weekend, and we arrange journeys up the coast each few weeks. — Peter Letts, founder, Abyss Scuba Diving (now retired)
Psst … Wanna go straight to Peter’s touchdown web page technique? Click here, or begin off with a peek at this snapshot of a few of his outcomes:
From Chemist, to Founder, to Advertising and marketing Trailblazer
All through his profession within the company world as a meals chemist, Peter Letts all the time thought he knew methods to do the advertising and marketing aspect higher than the professionals. Shortly earlier than he opened his personal enterprise, it was time to seek out out if he was right.
As a passion, Peter arrange the web site for an area dive store. In these days, Google hadn’t come alive but, and AltaVista was the principle search engine. “For those who looked for something in Sydney, you solely discovered this store, which tripled their enterprise in six months. I assumed I might do the identical factor after I opened up my very own enterprise. And that was how I ended up operating our advertising and marketing.”
Protecting the Enterprise Afloat After Difficult Instances
Abyss’s digital advertising and marketing efforts developed alongside the online. By 2020, the enterprise was the second-largest dive store in Australia. Clients that began visiting the corporate 20 years in the past flew into Australia and different unique areas yearly to dive with the Abyss crew, and recent faces from all around the world usually joined them on new adventures.
As 2020 kicked off, the workforce prepped for an additional bumper season. However they’d no concept of the difficulties the following couple of years would have in retailer.
It’s an understatement to say that the pandemic years have been difficult. Folks, economies, and companies have suffered all around the world. Small companies have been hit notably exhausting, especially in the travel and tourism sector.
Australia’s borders had been closed for the higher a part of 2020 and 2021. With Abyss Scuba relying predominantly on worldwide guests, it’s been powerful. The workforce additionally felt the influence from environmental disasters in Australia.
Sydney has been belted by a collection of issues. Three or 4 months earlier than COVID, we had bushfires across the space, which blackened the water, which meant no dives. Then we had a number of lockdowns, shrinking our buyer base to solely our council space. Now we’ve simply had floods, which have blackened the water once more. It’s been two and a half years of struggling, and we’re nonetheless in that battle stage. We’re lastly about to return out of the soiled water, after which we’re heading into winter, which naturally reduces the variety of individuals.
Abyss Scuba’s distinctive enterprise mannequin predominantly depends on returning clients fairly than on the lookout for a gradual stream of latest ones. “Ideally, we’re on the lookout for six to 12 new clients a month,” Peter explains. As a result of most of their returning clients come from overseas, and native restrictions severely closed their pool of home prospects, they’ve been working at about 40% capability for the final two years.
Now, with the hope of the world “returning to regular,” Peter is readying his advertising and marketing funnels to welcome new clients again to the store—and that’s the place touchdown pages have come into the sport.
It’s been powerful for the enterprise. After I arrange the touchdown pages, the principle objective was to have them there in order that as quickly as restrictions had been lifted, we might flip the scenario round and get as many individuals again diving as potential.
Advertising and marketing Smarter with a Smarter Touchdown Web page Builder
Peter’s advertising and marketing technique revolves primarily round focusing on new clients about their choices by means of digital promoting campaigns. Through the years, Peter has discovered that pinpoint focusing on hits a candy spot for his campaigns. For instance, he’s at the moment targeted on focusing on individuals making use of for the 90-day Australian visa program to succeed in a high-intent worldwide viewers coming to the nation for journey functions.
“We actually get our greatest outcomes by means of PPC,” he explains. And similar to the advertisements are focused to particular individuals, so are his touchdown pages tied to particular experiences and excursions Abyss has on provide. Getting the proper individuals by means of to the touchdown pages is simply the beginning of Peter’s story, nonetheless. In spite of everything, we’re not speaking about click-through charges, we’re speaking about *conversions*. And for Peter, meaning certified leads which are clicking by means of to the corporate’s reserving system. From right here, leads both e-book (and pay for) an expertise straight or request extra details about a selected outing.
They usually’re most undoubtedly getting these certified leads. Abyss Scuba’s common conversion price throughout its dwell touchdown pages is 35%. (The median conversion rate for the travel industry is 5.2%.) Protecting in thoughts that Abyss is simply on the lookout for six to 12 *new* clients a month, that’s wonderful!
Peter’s nice touchdown web page technique? Smarter advertising and marketing with Unbounce’s AI-powered Smart Builder. Fueled by hundreds of thousands of insights and knowledge factors—this next-gen touchdown web page builder takes the guesswork out of determining what will get individuals changing. Good Builder can precisely predict which touchdown web page layouts and headlines will work finest for every target market. And meaning Peter spends much less time constructing and optimizing his touchdown pages and extra time having fun with his retirement.
Simply getting individuals to have a look at a web page within the first place is difficult sufficient. When you’ve received them there, you wish to maximize the variety of these individuals who will then go on and e-book one thing with us.
Good Builder, Good Site visitors, Good Copy? Oh My!
After we’re speaking about smarter advertising and marketing, Peter actually goes all-out. Not solely does he use Smart Builder to *construct* high-converting landing pages, however he additionally makes use of Smart Copy and Smart Traffic to *optimize* them—all with the straightforward click on of a button.
“That’s actually what I used to be interested in within the first place—the truth that it’s good. It makes selections which are based mostly scientifically, fairly than on somebody’s intestine feeling,” he says. Whereas Good Builder presents a guided constructing expertise straight associated to his business, Good Copy takes care of the wordsmithing. After which lastly, Good Site visitors steps in to direct guests to the variants the place they’re almost certainly to transform.
Spending hours crafting the proper touchdown web page? Ready weeks for A/B assessments to run simply to get a tiny perception? Ugh, that’s *so* 2020.
With A/B testing, you suppose you’ve received the proper reply, and everybody comes up and says you’ve received the proper reply, after which three or 4 months down the monitor, the outcomes have simply tapered down once more. Whereas [Smart Builder and Smart Traffic] make selections a lot faster and allows you to have a look at how they’re going in real-time and alter issues accordingly.
And it truly is as simple as that. In truth, our knowledge exhibits that pages constructed with Good Builder take lower than half the time to construct as a drag and drop system—aaaaannd it provides you elevated conversions.
High tip: Smarter advertising and marketing is not only for PPC campaigns. Peter is definitely utilizing a few of these “good” instruments to do some heavy-lifting advertising and marketing upkeep work. For instance, on the Abyss Scuba web site, he’s been utilizing Smart Copy to assist write weblog posts—and these are at the moment a number of the best-performing search engine optimisation drivers to the positioning!
Work Smarter With a Touchdown Web page Builder That Will get You Extra with Much less—Simply Like Peter and Abyss Scuba Diving
Good Builder, Good Site visitors, and Good Copy are all a part of the Unbounce Conversion Intelligence™ Platform. Like Peter, we imagine within the worth of working smarter, not more durable. We’ve analyzed hundreds of thousands of touchdown pages and conversions, and we all know what works.
These instruments every provide a guided expertise—whether or not you wish to construct touchdown pages, optimize visitors flows, or create content material so you will get extra out of your advertising and marketing efforts.
If you wish to enhance your advertising and marketing, scale back your effort however enhance the outcomes, that’s one of the best ways to go as a result of it places collectively the entire bundle—and it really works.
Seeking to exceed your expectations similar to Peter? Merely activate the “smarts”—and see what occurs for your self.
