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CITY MAZES select Site Reach for digital strategy

Published on Monday, 12th December 2016, contributed by Site Reach

The UK's leading chain for escape game complexes, City Mazes have appointed Site Reach to manage their 2017 digital marketing strategy. Their decision follows a successful Conversion Rate Optimisation program, which saw their daily bookings double within three months.

After a busy start to 2016, City Mazes found themselves receiving hundreds of visitors to their website each day but comparatively few were converting into bookings. Rather than spending more money on Pay-Per-Click advertising, James Sweetnam, owner of City Mazes, decided to invest in Conversion Rate Optimisation;

“We knew that our web traffic could be converted more effectively, so we tasked Site Reach with an initial 3-month Conversion Rate Optimisation project to help improve the quality of our web traffic as well as the effectiveness of the website”

Starting in July 2016, Site Reach analysed City Mazes’ web traffic and landing page experience before mapping out a Conversion Rate Optimisation plan to improve the quality of their inbound traffic, which was primarily delivered through Organic and Paid Search channels.

As part of the improvements, the PPC campaigns received a full restructure with a harder focus on high-intent traffic; Ad creative was refreshed plus new landing pages were created to cater for different search queries.

In addition, landing pages were tailored for each target audience, clearer Call-To-Actions were positioned in prominent places and enticing sales messages were split tested to see which more effective in converting online bookings.

Within weeks, City Mazes reported a sharp increase in web sales and phone enquiries, with repeat bookings from new corporate clients that include Trip Advisor, British Gas and Samsung.

Three months after starting work, City Mazes’ Bounce Rates had reduced by an average of 20% across all channels – with Paid Search bounce rates reduced by a whopping 54% – indicating a massive improvement in traffic quality.

Site Reach MD Tom Bennison comments:

“The Site Reach team ran a great CRO project, which left the client with a clearer understanding of their primary target audience, where to find them and how to convert them - plus we identifeid a number of growth opportunities, helping the expansion of the business. The project resulted in a massive sales increase, without needing to increase the pay-per-click budget, and a new digital marketing client for 2017…. Happy days!”

City Mazes are now taking Christmas Party bookings, so if you think your team is up to the challenge, get in touch.

This story originally appeared on the Site Reach blog.