FIRST SERVES AS CATALYST FOR SIMULTANEOUS VISITOR GROWTH AND SITE ENHANCEMENT Since its inception in 2004, Wilderness Motorhomes built a good reputation as a provider of rental motorhomes for the New Zealand market. In 2011, they imported German manufactured motorhomes which came with features and a new level of design and construction expertise never seen before in the industry. Although it had built up a solid fan base over the years, they realised that visitors from organic search had not increased significantly year-on-year and online sales directly attributed to organic search had dropped. They needed to increase the visibility of its website even further and use it to convert visitors and leads into customers. Wilderness Motorhomes turned to FIRST to increase online sales and revenue by growing organic site sessions and improving the user experience and conversion rate of the site. FIRST’S DATA-DRIVEN APPROACH REV UP LEADS AND SALES Better data helps facilitate smarter decisions. Its importance cannot be understated when it comes to growing sales and revenue. Based on the client’s objectives and initial data analysis, below were the focus areas: Set up analytics and measurement framework to effectively measure set key performance indicators important to Wilderness Grow sessions through SEO and further increase site visibility Enhance user experience and improve site conversion to achieve results quicker The summary of each focus area and initial steps taken are explained in this SEO and CRO case study. Within 12 months, Wilderness achieved tremendous results of: 23.8% growth in organic sessions and 43% growth in site conversions. Here's what the client had to say... "Unlike most other rental providers in our market, Wilderness is solely an online business. Therefore, our online capability needs to be second to none. We believe that the online world is such a dynamic and fast moving place that we need the best in the business to inform and drive our online strategy. And that's where FIRST comes in. What sets FIRST apart from the rest is not only their tireless focus on delivering results but the frequency and quality of their communication. That's why I can sleep at night knowing they're taking care of our online world, like their business depended on it." - Mary Hamilton, Marketing Director Want to learn how to drive business growth in a competitive industry? Visit www.firstdigital.co.nz to learn more.

1. Level 4, 55 Anzac Avenue, PO Box 106 357
Auckland 1010, New Zealand
+64 (9) 920 1740
70-72 Commonwealth Street, Surry Hills
Sydney NSW 2010, Australia
+61 (2) 9339 6747
WWW.FIRSTDIGITAL.CO.NZ WWW.FIRST.COM.AU
Wilderness Motorhomes was founded in 2004 by John Managh, who
saw an opportunity to modify late model vans into a comfortable,
practical and fun means of exploring the beautiful land he had grown
up in. Designed on the back of a beer coaster and built in his uncle’s
garage, the first Wilderness campers were a huge hit with visitors.
But it was John’s authenticity and tireless dedication to making
customers happy that really got people talking. Having travelled
extensively himself, he put himself in the shoes of the customer. In fact,
they weren't viewed as customers, but as friends.
John’s sister Mary joined in 2006 adding her business experience and
passion for making a difference to the growing company.
In 2011, they imported a couple of German manufactured motorhomes
to test in the New Zealand market. These came with features and a
new level of design and construction expertise never seen before in
New Zealand rental motorhomes. The German motorhomes were an
outstanding success and as a result, Wilderness rental fleet is now fully
European featuring Bürstner and Carado motorhomes.
OVERVIEW
GETTING ON THE RIGHT TRACK FOR ONLINE SUCCESS
Wilderness Motorhomes had previously been undertaking SEO work with a
service provider, with reasonable results, however wanted to explore other
possible partnerships to reach online revenue and growth targets.
Visitors from organic search had not increased significantly year on year and in
many cases, online sales directly attributed to Organic Search had dropped.
Wilderness Motorhomes turned to FIRST to increase online sales and revenue
by growing organic site sessions and improving the user experience and
conversion rate of the site.
Based off an initial Google Analytics audit and data analysis, FIRST were able
to quickly give context to their site’s current performance, identify areas of
weakness and opportunity, and propose digital streams of effort to make a
measurable difference.
FIRST focused on improving results in three key areas to achieve:
Year-on-Year growth in sessions from organic: +23.8%
Year-on-Year increase in site conversions (bookings + enquiry): +43%
WILDERNESS DRIVES
AHEAD WITH 43%
GROWTH IN BOOKINGS
FIRST SERVES AS CATALYST FOR SIMULTANEOUS VISITOR
GROWTH AND SITE ENHANCEMENT
WILDERNESS MOTORHOMES - CASE STUDY
PRIMARY OBJECTIVES
1. Grow visitors from organic search
2. Grow enquiry and bookings
CAMPAIGN
Measurement, SEO and CRO for
Wilderness Motorhomes
23.8%
43%
growth in
organic
sessions
growth in site
conversions

2. Level 4, 55 Anzac Avenue, PO Box 106 357
Auckland 1010, New Zealand
+64 (9) 920 1740
70-72 Commonwealth Street, Surry Hills
Sydney NSW 2010, Australia
+61 (2) 9339 6747
WWW.FIRSTDIGITAL.CO.NZ WWW.FIRST.COM.AU
WILDERNESS MOTORHOMES CASE STUDY | 02
Unlike most other rental
providers in our market,
Wilderness is solely an online
business. Therefore, our online
capability needs to be second
to none. We believe that the
online world is such a dynamic
and fast moving place that we
need the best in the business to
inform and drive our online
strategy. And that's where
FIRST comes in.
What sets FIRST apart from the
rest is not only their tireless
focus on delivering results but
the frequency and quality of
their communication. That's
why I can sleep at night
knowing they're taking care of
our online world, like their
business depended on it.
MARY HAMILTON
Marketing Director,
Wilderness Motorhomes
APPROACH
REVVING UP LEADS AND SALES WITH FIRST’S DATA-DRIVEN
APPROACH
Below outlines a summary of each focus area and initial steps taken.
1. ANALYTICS & MEASUREMENT
Better data helps to facilitate smarter decisions. Its importance cannot be
understated when it comes to growing sales and revenue.
FIRST performed a complete review of how the Wilderness Motorhomes
website was tracked and its success measured.
Based on the defined outcomes, FIRST:
P Implemented tracking requirements to fill any gaps
P Made corrections where needed
P Established a measurement framework to measure set key performance
indicators important to the business
Additionally, FIRST implemented the following:
P Digital Measurement Framework
P Code upgraded to Universal Analytics, via Google Tag Manager
P Various goals (and goal funnels) setup as identified in the measurement
framework to provide meaningful, and actionable metrics
P Different profile views created for the key markets, so data and customer
behaviour can be viewed in context of each market
P Set up dashboards to collate and present important data
P On an ongoing basis, FIRST reviewed the data for insights and made
recommendations to capitalize on opportunities
2. GROW SESSIONS THROUGH SEO
Customers derived from visitors finding Wilderness.co.nz through search
represents the lifeblood of the business. Having a market leading product,
exceptional customer service and raving fan base certainly help fuel growth.
However, what’s critical to their sustainable growth is a steady flow of new
customers from around the world finding out about Wilderness Motorhomes
while searching for vacation options in New Zealand.
FIRST set out to:
P Focus on optimisation for the specific regional countries – via on-page
changes to content and off-page marketing in relevant communities and
sites
P Provide further keyword research (by country)
P Revisit some of the on-page optimisation. In some cases, titles and
descriptions were ‘over optimised’
P Look to target more of the ‘long tail’ search by optimising deep pages
P Address some site speed issues
P Develop a strong content inbound marketing strategy to guide efforts
P Implement distribute of valuable content

3. Level 4, 55 Anzac Avenue, PO Box 106 357
Auckland 1010, New Zealand
+64 (9) 920 1740
70-72 Commonwealth Street, Surry Hills
Sydney NSW 2010, Australia
+61 (2) 9339 6747
WWW.FIRSTDIGITAL.CO.NZ WWW.FIRST.COM.AU
GROWTH IN SESSIONS FROM ORGANIC SEARCH
GROWTH IN SITE CONVERSIONS (BOOKINGS ENQUIRIES)
VARIATION
WILDERNESS MOTORHOMES CASE STUDY | 03
3. ENHANCING THE USER EXPERIENCE AND
GROWING BOOKINGS
By focusing on improving the on-site user experience and conversion of the
site, results would be achieved far quicker than relying solely on advertising
and promotion to increase sales.
FIRST implemented the following tactics:
P A complete review of the booking funnel and using A/B testing to
scientifically improve the conversion rate.
P Conversion funnel reviewed, and weak points identified (as above)
P Additional data gathered e.g. click tracking / videos (crazyegg.com,
inspectlet.com)
P Create hypotheses, and develop alternative pages
P Testing via Optimizely (www.optimizely.com)
P Review results, refine tests, and conduct further tests
MAY 14 MAY 15
APRIL 15 APRIL 16
MAY 16
+23.8%
+43%