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How we achieved a 105% increase in conversion rate for NST

Vicky Aitken
Vicky is CandidSky's marketing manager and has previously worked within exhibitions and events to drive delegate and exhibitor acquisition.

November 2, 2017

2 minute read

conversion rate

Founded in 1967, NST is the UK’s largest educational travel company, designing custom school trips to destinations across the UK, Europe and worldwide.

Here at CandidSky, we employed a multi-channel approach using search engine optimisation, pay per click and CRO expertise to deliver some excellent results for NST.

The objectives of the campaign were:

  • Increase the number of bookings through the NST website
  • Generate more informational enquiries from schoolteachers
  • Achieve a stronger brand presence in search engine results
  • Account for business seasonality and the need for short-term results

With the three channels we were able to effectively support NST’s marketing strategy. Our tactics included bolstering web page and content gaps so search terms requirements were met. This meant that our keyword rankings were boosted, resulting in a higher SERP position – key for visibility and driving traffic. With A/B split testing we created and tested dedicated landing pages against the existing search results pages and monitored the results for best practise insight.

In addition, we undertook a rebuild of NST’s AdWords account, forming a new segmented structure and creating priority subject and destination campaigns.

Vicky Hope, Marketing Manager, NST, commented, “We’re really pleased with the service we’ve received from CandidSky, the team provide an exceptional level of digital knowledge alongside practical hands-on day to day support.”

At the end of the three month initial campaign we had delivered a 105% increase in conversion rate, 118% increase in enquiries, and 35% increase in non-brand traffic. Impressive results for NST! Happy holidays to all those that booked a trip!

Next steps:

If you are interested in working with CandidSky and seeing how we can help to grow your business online, contact us today to arrange a call.

If you would like to work at CandidSky and grow your career prospects, take a look at our Careers website for available roles and find out what is like to work here.

And finally, take a look at our other blog posts to see what else we have been up to.

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