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Case Studies - British School of Ballooning

Client Brief

British School of Ballooning(BSB), one of the UK’s biggest hot air ballooning companies, receives 90% of their total sales through the internet. It is therefore a critical element of their marketing mix.

Objectives

  • Improve visibility on search engines
  • Increase flight sales
  • Increase post flight photos and memorabilia

What We Did

The first step was to optimise BSB's Google Adwords campaigns. This eliminated low quality traffic and considerably improved ROI. We then changed the site navigation structure and redesigned internal pages so that information could be displayed more clearly. To engage visitors unfamiliar with hot air ballooning a video was shot and displayed on the home page. To improve visibility on search engines, the site was optimised for high performing keywords.

First Year Results

In the first year of launch BSB achieved record sales during the Christmas period. For ‘Hotair Ballooning’, their most important keyword, BSB are consistently being listed between positions 1 and 3 on the Google search results page.
  • Page 1 Google positions for all chosen keywords
  • 300% increase in organic traffic
  • 100% increase in sales
"Since working with Adaptive we’ve seen a phenomenal improvement in the bookings generated by our website. I’d go as far as to say that I’m not sure where we’d be today without them."