Bennington Properties Marketing
Transformed Bennington's marketing to reclaim 15% Direct conversions and 45% in transaction fees.
Last updated
Transformed Bennington's marketing to reclaim 15% Direct conversions and 45% in transaction fees.
Last updated
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:
New Users
36,449
38,562
Bounce Rate
50.29%
37.70%
Pages / Session
3.75
6.68
By the end of Q1 2022, multiple KPIs doubled YoY:
Conversion Rate
0.45%
1.08%
Reservations
540
1,204
Direct Revenue
$1,363,604
$2,827,520
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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