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Revamping FC's Tour Company Bios
Project type
UX Copywriting, Landing Pages, Digital Copywriting, Content Strategy, Proofing & Editing
Date
May 2016
Location
Brisbane, Australia
The Insight
Flight Centre Australia wanted to provide a richer and more informative experience for online customers searching for guided tours. The company wanted content added to its tour company landing pages that would both inspire and inform potential customers.
The Idea
We came up with a simple yet effective format for getting the required information across while also sprinkling in copy that would engage and persuade people to travel with Flight Centre.
We created detailed tour company bios each with its own introduction, 'Reasons Why' section and 'Did You Know' trivia at the bottom to further sell the company or experience. We also found relevant videos online to add to the pages for a richer customer experience.
I helped ideate the format of these landing pages and wrote copy, including headings and body content, for many of the tour company landing pages. This copywriting was driven by UX and we conducted A/B testing to see how it worked best for converting visitors into customers.
The Impact
Flight Centre's guided tours saw a 17% year-on-year increase in bookings after we completed this project. Many factors led to this increase in bookings, including the copy we provided on these pages and the improved user experience as a result.
