Doubling conversion rate and cutting acquisition costs in half

The problem

Wilderness offers bespoke luxury safari experiences across award-winning lodges and camps in eight African countries. Clients complete an enquiry form to begin a consultation with an expert adviser who plans their trip from scratch. Following the launch of a new website, Wilderness found their landing pages for paid traffic were underperforming: conversion rates from PPC campaigns did not reflect the quality of the product or the intent of the traffic arriving on site. The result was a higher cost per acquisition than the business could sustain at scale, and significant revenue left on the table.

What we built

We began with a detailed analysis of the customer journey across the website and paid channels, mapping the routes visitors took from paid ad to enquiry form and identifying where intent was lost. From that, we designed two landing page variants built from scratch for paid traffic rather than adapted from the main site, every element built around a single goal: getting high-intent visitors to complete an enquiry. A statistically rigorous A/B test measured the new pages against the existing site on conversion rate, CPA and enquiry quality.

What came after

The optimised pages improved every key metric. Enquiry conversion from paid traffic more than doubled, from 0.9% to 1.9%, more than doubling enquiry volume from the same spend, while cost per acquisition fell 63%. With the test validated, Wilderness extended the optimised format across all paid campaigns as the new default, building a sustainable foundation for continued CRO.