‘A picture is worth a thousand words’ or so goes the old adage, and never has this been more relevant than in the world of online marketing. Websites with a good mixture of images, texts and headings, have an easier job in conveying exactly what they are offering, whether it’s a camping holiday in Spain or a lobster supper in Marmaris. Sadly we too often see pages where it is not at all clear what is being offered, and this is certainly the case of the landing page for motorhome holidays on the Camping Caravanning Club website.
For those who are familiar with our series of site conversion articles, you will know that we at LeadGenerators very much believe that one of the basic principles of graphic communication is to use images, headings and texts to portray to readers what we are offering. To this end we decided to take matters into our hands and give the site a makeover in seven simple steps.
When creating a graphic for a landing page about motorhome holidays, the first task is to actually show pictures of motor homes. As you can see, we have created not only a header banner of motorhomes but also added a few more below.
While it is easy to show an image of a motorhome, it is difficult to show an image of a motorhome holiday or, as in this case, a motorhome holiday specifically in the USA. For this reason, we have used a large text heading for the page saying “Motorhome Holidays across the USA”.
What is not clear in the original graphic is that they offer two distinct types of motorhome holidays in the USA. The first is for individuals, who want to drive around independently, and the second is for those who want an escorted group motorhome holiday. To help make this distinction, we used the two column approach, where the individual motorhome holidays are addressed in one column and the group motorhome holiday in the other column. To highlight the difference we used simple headings “Individual Motorhome Trips” and “Escorted Group Motorhome Tours”
While graphics, images and headings are very useful for making it clear what is on offer, another area of improving site conversion is the actual copy. Too many sites read like technical specifications and we very much believe that the copy should talk about the experiences, the dream, the routes, etc. Simple salesmanship should be used to make the reader’s mouth drool at the prospect of taking one of these holidays and, for this reason, we have given example texts of how we would have written the content for this page.
Once we have achieved all of the above, the last point, when it comes to improving the effectiveness of this landing page is that of calls to action. Again, like a good salesman, after persuading readers that these motorhome holidays are exactly what they want, it is important to get them to make contact with you. In this case, we have included a telephone number and an enquiry form.
Travel, Cat Litter and Infidelity
Site Conversion Study: Caravanning Club
