Landing pages tailored to individual international markets.
AlUla Global Brand Campaign
COMPANY
Royal Commission for AlUla
ROLE
Growth PM
EXPERTISE
Conversion Rate Optimisation
YEAR
2024
AlUla is Forever Revitalising…
Measured and improved engagement from ad to page. Aligned creative with landing content and met travel trade partner CTR and VTR goals.
Background
Like most destination websites during awareness-led campaigns, the microsite successfully attracted high volumes of traffic. The objective of this project was to ensure that these visits translated into meaningful engagement, helping guide users from initial awareness into deeper consideration, while preserving the campaign’s strong brand narrative.
Background
Destination websites are often designed with a strong storytelling focus, creating immersive journeys that highlight cultural and brand identity. In this case, commercial elements such as hotel offers and travel trade partner modules were positioned later in the flow. While this structure supported narrative depth, it created an opportunity to optimise visibility for consideration pathways earlier in the journey.
At the same time, there was scope to strengthen the connection between campaign creatives and the landing page experience. Ensuring that ad messaging aligned more directly with on-site content would help reinforce user intent and improve interaction.
Process
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Identifying opportunities
Behavioural analysis highlighted points where users were not progressing smoothly through the microsite. These insights informed where adjustments would deliver the greatest benefit.
Prioritisation with ICE
Potential improvements were evaluated using the ICE framework (Impact, Confidence, Ease), ensuring that the highest-value changes were addressed first. This helped establish quick wins while building a roadmap for longer-term optimisation.
Creative-to-Journey Alignment
Campaign creatives were systematically mapped to relevant on-site experiences, creating consistency between the ad message and landing content. This alignment supported user intent and improved relevance.
Balancing Story and Commercial Objectives
Commercial modules, particularly travel trade partner content, were surfaced with greater visibility across the journey. Tactical KPIs such as CTR and VTR were applied to measure effectiveness and guide further optimisation.
Conclusion
The project illustrates how destination websites can evolve from purely awareness-led experiences into journeys that also support consideration and conversion. By applying structured prioritisation, reinforcing the connection between creative and content, and elevating the visibility of commercial pathways, the microsite was able to deliver stronger engagement while maintaining its storytelling focus.
Results
The optimisation process produced measurable improvements in user interaction. Scroll depth increased by more than 30%, while engagement across key modules rose by 25%. Alignment between ad creatives and landing experiences led to stronger interaction with hotel and travel content. Travel trade partner modules also achieved higher click-through and video-through rates, reinforcing their role as an important conversion driver within the campaign journey.