The Results

121% increase in direct online revenue in one year

48% increase in revenue from mobile | 120% increase in revenue from tablet

87% increase in conversion rate

33% increase in organic revenue

The Brief

To design a website solution that performs well on mobile and desktop devices in multiple languages to capture a wider audience, supported by a digital marketing programme to increase direct bookings through the online channel.

Profile: Luxury 4 Star Resort near Marbella, Spain, offering self-catering apartments, townhouses and penthouses.

Online Turnover: 49% room revenue is generated on the website

Services: Design| Business Strategy | Digital Marketing | Email | PPC

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Aró have designed and managed websites at Park Place Apartments, Killarney, Ireland and Colina Del Paraíso resort, Benahavis, Costa Del Sol, Spain. These two 4 star self catering properties place importance on style and substance and try to offer a relaxed welcome to our guests. The Aró team, have, throughout the years, worked in collaboration with me to arrive at the final design that both promotes sales and image. Aró have also managed our online marketing. Our properties have consistently performed well on Google. I would recommend Aró as a one stop website shop.

Paul O' Neill

Chief Executive

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The Approach

The fresh website design showcases the superb Spanish coastal location of Colina del Paraíso, its wealth of amenities and the luxurious accommodation options with high quality, enticing imagery. The open booking panel on all pages facilitates easy booking on the website, while the responsive booking engine displays the accommodation and date options clearly on all devices. In four simple steps, the user can book their self-catering apartment without confusion or frustration, which has undeniably contributed to positive revenue results.

A digital marketing programme was initiated following the website’s launch to ensure that positive improvements could be further maximised. The Aró team monitors search engine positions for keywords and makes suggestions for new content that can effectively boost ranking and traffic. This is a recurring exhaustive process, given the highly competitive nature of international markets. New meta data is routinely tested to improve the Click Through Rate (CTR), i.e. the percentage of people who see the search result and click through to the website, which raises incoming traffic. Simultaneously, technical SEO efforts support the performance of the website, ensuring that the user has the best experience in terms of speed and usability. The domain authority is continually maintained, in part by capturing links from good sources that mention Colina del Paraíso and making sure that there is a hyperlink directed to the website. This raises the profile of the property, generates referral traffic and signals to search engines that the website is legitimate and of high quality.

The team noted increased interest from Belgian, French and Dutch audiences and strategies to capture traffic from these countries, both organically and through paid advertising, were implemented. All brand PPC campaigns are frequently optimised for lower spend, resulting in improvements in Return on Investment (ROI). By managing the budget correctly: reducing bidding on local locations that will not result in a booking, analysing which devices the ads perform well on and scheduling the ads to run at times of the day likely to convert, the budget was directed towards more relevant audiences. Such targeting helped cut the Cost Per Click (CPC) by 25% (comparing year on year).

With the digital marketing programme, PPC efforts and the design of the website working harmoniously, Colina del Paraíso’s online progression is set to continue on an upward trend.

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Colina del Paraíso

The Results

The Brief

The Approach