How Orana Car & Truck Rental increased conversions by 379% in just 30 days
Orana Car & Truck Rental (Orana) is a car rental firm providing better customer service with ever-better deals. The brand is distinguishing itself from its numerous and well-established competitors, as the industry is in the midst of a resurgence of car rental businesses and car sharing start-ups.
Orana approached us with the vision to gain market share and drive leads online using digital marketing. We created a three-pronged strategy including Google Ads, SEO strategy and website, in order to help them boost their brand presence and smash their business goals.
Establish and differentiate the brand as a new player in the industry
Reach their target audience online using Google
Increase conversions and bookings across all platforms
Boost Digital Marketing return-over-investment (ROI)
The Strategy and Approach
The competition is fierce, but with our deep experience in the car rental industry and after engaging with the Orana team, we have implemented solid strategies to increase brand awareness across Google, conversions and bookings across all platforms and boost Digital Marketing return-over-investment (ROI).
Upon onboarding Orana, we initiated a deep-dive discovery into their business objectives and understanding of their target demographic. These insights guided our strategy, which included Google Ads, SEO, and unequivocal support to recover from a website crash.
Google Ads and SEO
Orana had a solid grasp of their customer base, but had not utilised Google Ads Optimisation to target their correct demographic, which had resulted in high CPA conversions. Our first strategy was to conduct extensive primary and secondary research by collating data from the initial Google Ads campaign combined with industry and competitor research. This allowed for a more comprehensive analysis of Orana’s conversion data and target market. As a result, we placed higher bidding adjustments on specific demographic groups in age, household income and gender. Additionally we lowered bidding adjustments to target demographics that were driving high CPA conversions. Complementing these optimisations was how we targeted observational in-market and affinity audiences for car rental and commercial rental campaigns: car rentals, trips by destinations, moving & relocation, full-size & standard car rental, air travel.
The SEO strategy from Orana’s previous agency focused predominantly on backlinking, mostly from low-authority pages; they also targeted broad terms that were difficult to rank e.g. car hire, car hire Sydney. After our initial analysis and audit, we focused on lower-competitive terms with high intent.
Website crash? No problem
In the last quarter of 2019, Orana experienced a website crash which resulted in numerous issues across all platforms resulting in reduced conversions from Google Ads and SEO. Our team responded to this challenge by implementing Conversion Rate Optimisation on their website, incorporating A/B testing on high traffic streams as well as converting their landing pages. We streamlined user flow and introduced booking categories to the website, embedded Google Maps with Marker, implemented call-to-action buttons (on each fold), added booking forms, clickable phone numbers and emails (click to call). These new elements resulted in improved user experience and engagement, with greater conversions. The crash forced us to take one step back, but then we took ten steps forward.
Results So Far
After recurrent optimisations to audience and demographic targeting, we have outperformed our goals. In the period July 2019 to August 2020, we reduced the client’s cost-per-leads by 71%, and increased their conversions and conversion rate by 1,463% and 83% respectively. We also achieved 771.21 conversions per month consistently throughout the period.
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