FHR Airport Parking
Lead Success Metric
Decreased the average bounce rate of the core 17 airport parking pages by 15% within 2 months.
Client Need
FHR offers airport parking and hotels – a heavily competitive space online. Having worked with some major digital agencies in the past they wanted an agency that could work closely with them to increase search-engine visibility, as well as quality traffic to the website.
Their past experience of working with agencies had given them a sound understanding of how competitive their relevant search terms are and so wanted to look at both rankings and other factors that could be improved – an approach aimed at optimising traffic and conversions.
How We Transformed the Client
With the specific objectives set we focused on in-depth analysis to identify relevant opportunities. In doing so we decided on four core objectives:
1. To reduce bounce rates for users coming in through search
2. To offer multiple conversion paths through these pages, rather than relying on the booking form in the top right-hand corner of the website home page
3. To improve user experience in both the price comparison stage and the booking process
4. To increase the conversion rate
The Solution
No Pork Pies identified some key recommendations to improve the information architecture within the page and try to increase the route through other sections of the site, with a focus on the booking engine.
We identified four key areas:
1. Split the page into separate tabs so we still had optimised copy on the page, but also showed the user a choice of options
2. Display options with price information and a best-price guarantee
3. Offer an improved user experience on the booking form by making it easier to input the date required for booking airport parking and accommodation
4. Allow search results to show a customer’s chosen request, while also offering other cost-based options
The Result
Back in June 2011 No Pork Pies looked into the average bounce rate for the 17 key airport pages within the FHR site. The changes were implemented on the site on 21st July 2011 decreasing the bounce rate in July by 10%. The decrease continued during the full month of August 2011 resulting in an average bounce rate fulling by 15%.
Conversion rates also improved well – by 22.66% between June and August – and showed a further improvement of 28.09% for the following month.
Client Story
FHR was established in 1986 and is one of the leading companies that provide UK airport hotels with rates inclusive of holiday parking available to book online. The company’s range of products also includes secured airport parking, holiday insurance, executive airport lounges, car hire, overseas transfers, private jet charters. More recently they have added theatre bookings, overseas accommodation and holiday representation services, all at highly competitive rates.
FHR is a highly customer-focused, market-driven organisation and has achieved consistent year-on-year growth. The company has utilised new technologies to increase the efficiency of the booking process whilst ensuring that the high level of customer service expected from FHR is maintained.
FHR provide services to Tour Operators including Virgin Holidays as well as many smaller tour companies with whom FHR have worked for many years. FHR also has affinity programs with major corporations including the Royal Bank of Scotland.
FHR enjoys a high media profile and is regularly recommended by travel writers in various national publications.