Airstream’s Conversion Rate Optimization Case Study
How focusing on critical engagement points fostered a 13.3% lift in Airstream’s lead generation.
Increase in leads generated from target pages
Increase in traffic to Airstream’s Build Your Own Touring Coach Tool from product page
Optimizing Airstream’s Key Pages to Lift Conversions
Airstream, manufacturer of the iconic “silver bullet” travel trailer, is the longest-tenured recreational vehicle manufacturer in North America. Following founder Wally Byam’s credo, “Let’s not make changes, let’s make only improvements,” Airstream has remained a timeless classic.
As part of our shared commitment to continuous improvement, Airstream and Element Three were looking for opportunities to provide additional entry points and improve conversion rates on key pages without requiring a complete redesign. The team sought micro-opportunities to test the impact of optimization that, if successful, could be applied across larger portions of the Airstream site.
“Element Three helped us realize the potential of using high-traffic pages to drive customers to resources we know convert. They went above and beyond to test and offer real, actionable micro-opportunities that can lead to big wins on our end.”STEVEN HILEMAN – MARKETING MANAGER, AIRSTREAM
A Targeted Testing Process
To get started, we identified and targeted high-traffic landing pages and conversion paths within Airstream’s website to focus on making the biggest impact.
Utilizing multivariate testing techniques and CRO software, our team implemented a series of website improvements that targeted call-to-action buttons for brochure downloads, newsletter signups, and Airstream’s Build Your Own Touring Coach content tool.
By testing critical content modules on high-traffic landing pages, even the smallest conversion rate increases led to a significant increase in leads and engagement.
CRO testing across the target landing pages and conversion paths resulted in significant increases in assisted conversions and user engagement with onsite content resources.
Changes to brochure download CTAs produced a 3.61% increase in click-through rate, which led to a 13.3% increase in leads generated (i.e., brochure downloads) from these pages.
The 5.6% CTR increase from our test on Airstream’s Touring Coach product page resulted in a 24,000% increase in traffic to Airstream’s Build Your Own Touring Coach Tool—one of the most important and effective resources on their site for converting visitors to leads and eventually to sales.
Lastly, by testing variations to the Newsletter Subscription Form on the homepage, we estimate a 375% increase in newsletter sign-ups based on the conversion lift from the test.
Download the Airstream Conversion Rate Optimization Executive Summary from Element Three.