Flight Centre is an Australian travel agency with more than 75,000 customers globally.
For Flight Centre, search engine optimization (SEO) initiatives often took a backseat to projects focused on increasing engagement and moving users through the conversion funnel. This left fewer resources for SEO testing.
With less available time and budget for strategic page improvements designed to improve the search visibility of high-value landing pages at the top of the conversion funnel, Flight Centre was at a disadvantage to competitors that could devote more resources to testing and implementing changes quickly.
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customer success story
The challenge
Before working with SearchPilot, Flight Centre’s SEO team had limited resources. The company’s SEO initiatives often took a backseat to other projects that aimed to increase user engagement and move users through the conversion funnel. For Flight Centre’s product, design, and engineering teams, the main focus was on creating new page elements and improving the website's functionality.
The emphasis on user experience (UX) improvements, while essential to Flight Centre’s goals, left fewer resources for SEO testing. This meant less time and budget for strategic page improvements to enhance the search visibility of high-value landing pages at the top of the conversion funnel. This put Flight Centre at a disadvantage, leaving it to compete for organic search rankings against competitors that could devote more resources to testing and implementing changes quickly.
The solutions
SearchPilot enabled Flight Centre’s SEO team to test and implement winning changes without waiting for long development cycles. SearchPilot found ways to boost organic traffic without taking up engineering and design resources, resulting in gains as high as 26% from a single test.
Using SearchPilot’s SEO testing platform, the team found that 75% of proposed website changes had no measurable impact on organic traffic. By not rolling these out, the engineers saved valuable time and reduced engineering requests.
Driving meaningful website improvements for better UX: Some of the SEO tests with the most impactful results enhanced user experience and helped searchers achieve their goals faster. Bringing critical information closer to the top of the page, making FAQ content visible on page load, and simplifying link blocks all produced statistically significant wins for Flight Centre.
