Wilderness Destinations
Doubling conversion rate and cutting acquisition costs in half.
Increase in conversion rate
Enquiry conversion from paid traffic
Reduction in cost per acquisition
CLIENT
About Wilderness Destinations
Wilderness offers bespoke luxury safari experiences tailored to individual preferences. Their clients seek highly personalised trip planning — completing an enquiry form to begin a consultation with an expert adviser who will organise their safari adventure from scratch.
With award-winning lodges and camps across eight African countries, the quality of the product is exceptional. The challenge was ensuring that the paid media investment bringing visitors to the site was converting at a rate that reflected the intent of that traffic.
THE WORK
Landing pages built for paid traffic.
The two landing page variants were designed from scratch — purpose-built for paid traffic rather than adapted from the main site. Every element was built around a single goal: getting high-intent visitors to complete an enquiry.
THE CHALLENGE
Strong product. Underperforming paid channel.
Following the launch of a new website, Wilderness identified that their landing pages for paid traffic were underperforming. Conversion rates from PPC campaigns were not reflecting 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 a significant volume of revenue left on the table. With paid media representing a meaningful share of total acquisition budget, every percentage point of conversion rate had a material effect on commercial performance.
"Conversion rates from PPC campaigns were not reflecting the quality of the product or the intent of the traffic arriving on site."
THE APPROACH
Map the journey. Design for intent.
Analogiq began with a detailed analysis of the customer journey across Wilderness's website and paid channels — mapping the routes visitors took from paid ad to enquiry form completion, and identifying the points where intent was lost.
From this analysis, we designed two highly optimised landing pages purpose-built for paid traffic, with A/B tests structured to measure their performance against the existing website pages. The test was designed not just to validate the approach but to build the evidence base for a full rollout across all Wilderness campaigns.
Customer journey audit
Mapped the full paid-to-enquiry funnel across all active PPC campaigns, identifying where high-intent visitors were dropping.
Landing page design
Designed two dedicated landing page variants, purpose-built for paid traffic — stripping friction from the path to enquiry.
Structured A/B test
Ran a statistically rigorous test comparing the new pages against the existing site, measuring conversion rate, CPA and enquiry quality.
Validated rollout
With results confirmed, extended the optimised format across all Wilderness paid campaigns as the new default.
THE OUTCOME
Results that surpassed expectations across every metric.
The optimised landing pages demonstrated significant improvements across every key metric. With the initial test validated, Wilderness extended the optimised landing page format across all paid campaigns — building a sustainable foundation for continued CRO improvement.
Conversion rate doubled
Enquiry conversion from paid traffic increased from 0.9% to 1.9% — more than doubling enquiry volume from the same spend.
Reduction in cost per acquisition
Transforming the economics of Wilderness's paid media investment at scale.
Campaign rollout
Following test validation, the optimised format was extended across all Wilderness paid campaigns.
Wilderness landing page — lodge detail and experience design
DISCIPLINES
What the engagement covered
The Wilderness engagement brought together customer journey analysis, conversion rate optimisation and paid media strategy — combining analytical rigour with practical landing page design to produce measurable commercial results.
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WORK WITH US
Got a paid media or CRO challenge?
If your conversion rates from paid traffic don't reflect the quality of your product or the intent of your visitors, we would be glad to take a look. We work with a focused number of organisations at any given time.