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Call-to-action testing drives a 106% increase in bookings for RV rental company

106% increase in online and phone bookings

Last updated: June 11, 2013

Business: RV Rental & Sales
Sector: Travel & Tourism
Optimized Conversion: Online & Phone Bookings
Test: A/B/n Split Test on Persistent CTA
Website: www.canadream.com
Case study: CanaDream Case Study PDF

Discover how CanaDream RV Rentals & Sales, a recreational vehicle rental and sales company, realized a 106% increase in online and phone bookings by optimizing their site-wide, Persistent Call-to-Action.

The client: CanaDream

CanaDream, in business since 1995, has become one of the largest recreational vehicle rental and sales companies in Canada, catering mostly to an international clientele eager to experience the country. With a fleet of over 750 quality motor homes available through a network of 8 rental locations across Canada, CanaDream has positioned itself as a top-of-the-line supplier of Canadian leisure travel. Custom-built vehicles and superior customer service represent the foundation of their competitive advantage – an advantage recognized internationally.

The business need

CanaDream customers book their RV vacation through one of three channels: (1) via accredited wholesalers, (2) directly via CanaDream.com, and (3) over the telephone.

The CanaDream team knew its website booking conversion rate was below the industry average, and that it needed to generate more direct bookings. CanaDream needed to find a way to increase conversions online and by phone.

CanaDream management contacted WiderFunnel to help them make changes to the website that would immediately improve the RV booking conversion rate.

The challenges

As a business in a very competitive marketplace, CanaDream understood the website had to work hard at differentiating their unique Value Proposition for their web visitors, but it was not doing the job: Visitors could not easily understand their rental options and all the benefits they would receive from booking with CanaDream.

Moreover, on-site surveys conducted by the CanaDream management team indicated that visitors couldn’t easily find pricing for their trip, despite the Persistent Call-to-Action area that existed on all pages. (A Persistent Call-to-Action –or “PCTA”— is a website element such as a call-to-action form or button that appears on all web pages).

The solution

CanaDream turned to WiderFunnel, a full-service Conversion Optimization testing agency, to improve the performance of the CanaDream.com website.

WiderFunnel used its proprietary Kaizen Method™ to plan and execute the CanaDream Conversion Optimization strategy.

Steps undertaken included the following:

  • In-depth Web Analytics audit of the entire CanaDream.com website to understand and evaluate…
    • Business goals and key performance indicators (KPIs)
    • Website metrics
    • Visitor experience and purchase flow
  • Review of identified conversion issues and prioritization of pages to test
  • Analysis of priority high-traffic pages using the WiderFunnel LIFT Framework to…
    • Analyze pages along 6 dimensions: Value Proposition, Relevance, Clarity, Anxiety, Distraction, Urgency
    • Create powerful, scientific marketing hypotheses
  • Wireframing all test variations
  • Design and copywriting
  • HTML/CSS build and Quality Assurance
  • Technical installation instructions
  • Test Round launch
  • Results monitoring, analysis and recommendations
Fig. 1: Original (Control)

The LIFT analysis revealed several areas that were contributing to poor conversion rates. One such area was the persistent call-to-action.
As the critical gateway to the conversion funnel, the PCTA had a major negative influence on overall site revenue-generation.

To solve this website problem and improve the conversion rate, WiderFunnel took into account the traffic levels on the page and developed two Variations of the Persistent Call-to-Action based on the hypotheses in the LIFT analysis. The team then tested the variations plus the original (also called the “Control” variation) with live visitors to the Canadream website.

WiderFunnel ensured each visitor only saw one variation in the experiment regardless of how often it visited to site, and that each visitor was tracked through to online or phone call booking.

Variation 1: “Simple”

This PCTA Variation tested a new layout and graphic design approach that addressed the major eyeflow problems observed on the Control. Changes made included…

  • Increased prominence of headline
  • Aligned input fields to ease eyeflow
  • Changed shape of disrupting angled background area
  • Increased prominence of call-to-action button
  • Changed call-to-action button copy to match form headline

Variation B: “Urgency”

In addition to the changes in the first variation, WiderFunnel decided to isolate a key hypothesis related to the need for Relevance and Urgency messaging in the PCTA area. By changing the headline and button copy, the team was able to understand how important this type of message is to Canadream’s booking results.

Once the experiment received a sufficient number of visitors and conversions to achieve 95% statistical significance, WiderFunnel analyzed both data sources to identify the best performing variation.


Fig. 2: Winning Test Page: 91.4% Increase in Form Fills

Both experiment variations outperformed the Control page in terms of bookings. The winning variation, “Urgency”, more than doubled the online and telephone booking conversion rate.

Canadream now gets 106% more bookings with the same traffic!

To find out how WiderFunnel can help you increase your conversion rate, contact a Conversion Rate Expert now.

Or, get our free conversion rate resources.

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