Anchored Web is focused on the objective, and in the case study of this haunted house's Website, it was to convert terror into ticket sales. In order to achieve this goal, we managed not only a Website and its content, but a YouTube channel, advertising channels, and even sales calls. Fright Night Scream Park went on to triple its online sales from the previous year because the Website made it possible for customers to buy tickets ahead of time, and with strong competition in the area during a peak Halloween season, that was crucially important.
The project was all-encompassing, but our custom programming of a virtual admission ticket system worked well for the company. With a special code generated at the online checkout point of sale, and printer-friendly emails with the sdame code, a ticket buyer had everything they needed to be confident their online experience would translate into a great experience at the attraction. That confidence is what converted users into ticket holders.
By the end of the season, we had fully immersed ourselves in the impact of spooky words -- because we had to learn how customers were responding to every word in a Google Adwords placement. By fine-tuning the advertising, we brought more customers to the site where we could track their behaviors and get them to the sale page faster with more reasons to buy.
The attraction generated revenues that exceeded our expectations significantly. Compared to the previous year, the business generated three times as much revenue (316% increase when compared to a base of $13,805). There was a 30% increase in revenue from the previous year.
Google Adwords was a very successful source of income for the Web site. According to its reporting, the service generated a total 250 purchases for that season. That was $18,750 in additional revenue for a total expenditure of $2,074.95.
The return on investment was due to the effectiveness of the Google Adwords campaigns. We reduce the cost-per-click (CPC) of the ads being displayed while simultaneously increasing the number of clicks to the site.
The efforts were noticed by none other than Google, Inc. Its Adwords division was holding a competition that year and Anchored Web's owner, Adrian Rodriguez, was selected as a finalist -- one of only 5 in the Americas. Read the Google announcement of our win here.