Bennington Properties Marketing

Transformed Bennington's marketing to reclaim 15% Direct conversions and 45% in transaction fees.

Bennington Properties is a vacation rental and property management company in Sunriver, Oregon.

I transformed Bennington's marketing by:

Writing new video scripts and website copy
Designing new front-end wireframes in Adobe XD
Developing the new front-end of the website using Elementor in WordPress; using plug-ins to set-up and manage redirects and SEO
Directing and collaborating with a freelance Back-End Developer to build and launch a new Booking Engine
Collecting and monitoring heat-map data and qualitative user feedback using HotJar
Creating and managing a quarterly technical roadmap to improve UX through new website and Booking Engine features, bug fixes, and onsite microcopy
Supervising the project timeline and providing feedback to the Back-End Developer for building a custom Homeowner's Portal
Collaborating with key stakeholders to develop journeys (landing pages, lead magnets, personalized videos, email campaigns) customized to business goals
Planning, building, managing, and optimizing paid search campaigns to increase direct revenue and leads

The new Bennington Properties website launched early February 2021. After 90 days, bounce rate decreased and time onsite increased significantly:

Date Range

November 2020 - February 2021

February 2021 - May 2021

By the end of Q1 2022, multiple KPIs doubled YoY:

Date Range

February 2021 - August 2021

September 2021 - March 2022

In January 2022, I took over Bennington’s AdWords management to reprioritize paid search as a Direct channel. Within 90 days, attributed conversions increased 860%+:

Ultimately, the increase in conversion rate and Direct reservations resulted in a positive 15% decrease in marketplace sales and 45% decrease in marketplace transaction fees.

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Last updated 1 month ago