Sometimes you choose a hobby, sometimes passion chooses you. And that’s exactly what happened when Peter Letts discovered scuba diving.
He first dipped his toes in as a diver in 1992, but soon took the deep end and became addicted to the sport. About 10 years later, he left a successful corporate career to turn his passion for the oceans into a business. “I had a mid-life crisis, put the corporate world aside, and decided to open a dive shop,” he explains.
Peter is now retired. His daughter Rachel has taken over the reins abyss scuba diving, He’s still involved in the business—in charge of their marketing efforts—And they’re doing a lot more than just floating around.
really, Peter is building PPC (pay-per-click) campaigns and landing pages with an average conversion rate of 35%,
And he doesn’t even break a sweat doing it. Why? because he found a better way to build a landing page traffic In conversion, Too many conversions.
Inspiring Marketing Results and a Happy Retirement? Easy.
Abyss Scuba Diving, By The Numbers
|Business Size:||11 to 20 full-time and part-time employees|
|Marketing Goal:||increased booking|
|Conversion Goal:||Click-through on booking page|
|company:||Diving training and experience (shark cage diving, free diving, etc.)|
Me, my daughter, and the first person I ever taught to dive—the three of us opened Abyss Scuba, and we’ve grown it over the past 20 years into the second largest dive shop in Australia. Today we do many types of things. We teach people to dive, we take them out every weekend, and we organize shore excursions every few weeks. – Peter Letts, Founder, Abyss Scuba Diving (now retired)
Shh… Want to go straight to Peter’s landing page strategy? click hereOr take a look at this snapshot of some of its results:
From Chemist to Founder to Marketing Trailblazer
Throughout his career in the corporate world as a food chemist, Peter Letts always thought he knew how to do the marketing side better than the pros, Shortly before starting his own business, it was time to find out if he was right.
As a hobby, Peter set up a website for a local dive shop. In those days, Google had not yet come to life, and AltaVista was the main search engine. “If you searched for anything in Sydney, you only found this shop, which tripled its business in six months. I thought I could do the same thing when I opened my own business. And that’s how I ended up running my marketing.,
keeping the business afloat through challenging times
Abyss’s digital marketing efforts evolved alongside the web. As of 2020, the business was the second largest dive shop in Australia. Clients who started visiting the company 20 years ago travel to Australia and other exotic locations to dive with Abyss Crew every year, and new faces from around the world regularly join them on new adventures Were.
As 2020 begins, the team gears up for another bumper season. But he had no idea of the difficulties he would face in the next few years.
It is an understatement to say that the years of the pandemic have been challenging. People, economies and businesses all over the world have suffered. Small businesses have been hit particularly hard, especially in the travel and tourism sector,
Australia’s borders were closed for the better part of 2020 and 2021. Abyss Scuba is mainly dependent on international visitors, this has been tough. The team also felt the impact of environmental disasters in Australia.
Sydney is beset by a series of problems. Three or four months before COVID, we had bushes around the area which turned the water black which meant no diving. Then we had several lockdowns, restricting our customer base to our council area only. Now all we have is the flood, which has turned the water black again. It’s been two and a half years of struggle, and we are still in the phase of that struggle. We’re going to be out of dirty water eventually, and then we’re going into winter, which naturally reduces the number of people.
Abyss Scuba’s unique business model relies primarily on returning customers rather than seeking a steady stream of new ones. “Ideally, we’re looking for six to 12 new customers a month,” explains Peter. Because most of their returning customers come from abroad, and local restrictions severely limit their pool of domestic prospects, They have been operating at around 40% capacity for the last two years.
Now, with the hope of the world “returning to normal”, Peter is building his marketing funnel to welcome new customers to the shop—and that’s where landing pages come into play.
It’s been tough for business. When I set up the landing pages, the main goal was to have them there so that as soon as the restrictions are lifted, we can turn things around and get as many people back into diving as possible.
Better Marketing with a Better Landing Page Builder
Peter’s marketing strategy primarily revolves around targeting new customers about his offerings through digital advertising campaigns. Over the years, Peter has learned that precise targeting is a great place to place his campaigns. For example, it is currently focusing on targeting people applying for the 90-day Australian visa program to reach the high-interest international audience coming to the country for travel purposes.
“We really get our best results through PPC,” he explains. And just as ads are targeted to specific people, their landing pages are linked to specific experiences and proposed excursions into the Abyss. However, getting the right people through to landing pages is only the beginning of Peter’s story. after all, We’re not talking about click-through rates, we’re talking about *conversions*, And for Peter, that means qualified leads that are clicking through to the company’s booking system. From here, either book (and pay for) an experience directly or request more information about a specific excursion.
And they’re definitely getting the leads they deserve. Abyss Scuba’s live landing pages have an average conversion rate of 35%. (The Average Conversion Rate for the Travel Industry 5.2%.) Considering that Abyss is only looking for six to 12 *new* customers a month, this is amazing!
Peter’s brilliant landing page strategy? smart marketing with Unbounce’ Smart Builder, Driven by millions of insights and data points—this next-gen landing page builder takes the guesswork out of finding out what converts people. Smart Builder can accurately predict which landing page layouts and titles will work best for each target audience. And that means Peter spends less time building and optimizing his landing pages and more time enjoying his retirement.
Getting people to visit a page the first time is hard enough. Once you’ve got them there, you want to maximize the number of people who will go on to book something with us.
Smart Builder, Smart Traffic, Smart Copy? Oh my god!
Peter really goes all-round when we’re talking about smart marketing. he not only uses smart builder to *build* high-converting landing pages, but he also uses smart copy And smart traffic To *customize* them—all with the simple click of a button.
“That’s really what I was attracted to in the first place—the fact that it’s smart. It makes decisions that are scientifically based, not based on one’s feelings,” he says. While Smart Builder provides a guided building experience directly related to its industry, Smart Copy takes care of the word building. And then finally, Smart Traffic steps in to direct visitors to the variations where they’re most likely to convert.
Spending hours building the perfect landing page? Waiting weeks to run an A/B test only to get a handful of insights? Uh, it’s *so* 2020.
With A/B testing, you think you got the answer right, and everybody comes out and says you got the answer right, and then three or four months later, the results are down again. whereas [Smart Builder and Smart Traffic] Makes decisions much faster and lets you see how they’re going in real time and adjust things accordingly.
And it really is as simple as that. In fact, our data shows that pages built with the Smart Builder take less than half the time to build as a drag and drop system—Aaaaaand This gives you increased conversion.
top tip: Smart marketing isn’t just for PPC campaigns. Peter is actually using some of these “smart” tools to do some heavy-handed marketing maintenance work. For example, on the Abyss Scuba website, he is using smart copy To help write blog posts — and these are some of the best performing SEO drivers on the site currently!
Work smart with a landing page builder that gets you more for less—just like Peter and the Abyss scuba diving
Smart Builder, Smart Traffic and Smart Copy are all part of this Unbounce Conversion Intelligence™ Platform, like peter, We believe in the value of working smarter, not harder. We’ve analyzed millions of landing pages and conversions and we know what works.
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If you want to improve your marketing, reduce your effort but improve results, this is the best way to go because it puts the whole package together—and it works.
Want to exceed your own expectations like Peter? Just turn on “SMART” – and see what happens for you.