Customer Insight in Action: Unlocking a 50% Boost in Conversions for The Natural Adventure

Optimising for customer preference helps smash through targets for The Natural Adventure.

Activity period: 2024

Challenge

Q1 is a crucial time in the sales calendar for Launch’s client The Natural Adventure, a tour operator which specialises in hiking and cycling tours in more than 50 countries. In 2023 they anticipated a sales drop due to the cost-of-living crisis. To offset this, they asked Launch to build their brand profile ahead of the peak period. The aim was to connect with a new customer base primed to book. This would be an integrated campaign, drawing on Launch’s experimentation skills to find weak spots in engagement and booking across their website so that new leads would be both inspired and enabled to see their bookings through.

51%

uplift in purchase conversion rate

4%

increase in revenue YoY

Our approach

We knew we had to learn from our best customers if we wanted to connect with those who would complete a booking. So, we centred our efforts on creative experimentation – testing what worked, tweaking and learning.

This began with a customer research project based on the Natural Adventure’s ICP. We conducted interviews to uncover:

• Primary motivations, goals, needs and pain points
• Typical customer cycle phases including triggers, exploration, evaluation and experience.
• Where the Natural Adventure sits in relation to its competitor set
• Validating the company’s value proposition from a customer perspective

This improved customer understanding, plus detailed competitor research, helped inform decisions around the restructure of key pages on the site and changes to messaging. We A/B tested redesigns of the home page, tour pages, search page, checkout and the main navigation menu.

Speaking directly to users also taught us what kind of language is most likely to engage them. Armed with this knowledge we orchestrated copy changes across The Natural Adventure site and its paid advertising.

Results

Optimisations based on customer preference helped us smash through The Natural Adventure’s targets.

The A/B tests revealed a 51% uplift in enquiry form conversion rate with our new navigation layout, and our headline and image changes lead to a 13% uplift in the same metric, as well as a 4% uplift in purchases.

This was coupled with a more than 50% increase in purchase conversion rate, and an increase of 2% in average purchase revenue.

Overall our efforts led to a 4% increase in revenue YOY (2024 vs 2023).

By mapping out a clear path to reaching their ideal customers, we helped set up the Natural Adventure for business success far beyond Q1 2023.

Testimonials

“

We started working with Launch, expecting to improve performance, but ended up completely transforming our website. The work helped us better understand our customers, address their needs and strengthen our brand image. The results achieved are phenomenal! Working with the team is always a joy, and every project so far has been a success. Huge thanks to Joe, Josh and Amy!

NERINGA RACKAUSKAITE, MARKETING DIRECTOR, THE NATURAL ADVENTURE

”