| Chan Brothers Travel |
 |
|
|
| Singapore's Leading Travel Agency Sees Increased Site Traffic with Digital Marketing and WebTrends. |
| About Chan Brothers Travel |
| Chan Brothers Travel Pte. Ltd. has the strongest foothold and most established travel operations of any travel agency in Singapore. Chan Brothers serves a broad spectrum of customers, from leisure to corporate. Corporate customers include small and medium-sized enterprises and multinational corporations.
Chan Brothers was recently named the Winner for Outstanding Branding Effort (Local). Chan Brothers was also named the Best Travel Agency (Singapore) in 2005, Singapore's Top 100 Brands & Number 1 Online Travel Agency in 2004 and Tourism Host of the Year (Travel Agency) in 2003.
|
| The Challenge |
| As part of their ongoing strategy of using the Internet to acquire and retain new customers, Chan Brothers wanted to raise the profile of their website at www.chanbrothers.com and increase website traffic. Cost per click for the travel industry is extremely high, so Chan Brothers wanted to focus on organic search, with higher rankings for targeted keyphrases on the major Search Engines.
In addition, Chan Brothers wanted detailed reporting and analysis of website visitor behaviour, with a focus on content accessed and conversion scenarios, so that they could refine their website based on real-world data and so increase their conversion rates. In particular, Chan Brothers wanted to be able to assess the performance of the regular promotions they run on their website, and so be able to judge which offers and destinations are the most attractive to particular audience segments. |
| Inetasia's Solution |
| Inetasia's Digital Marketing team implemented an ongoing program of Search Engine Optimization, targeting listings in the first two results pages of the major Search Engines (Google, Yahoo and MSN) for high-value keyphrases. Inetasia's services included keyphrase research and analysis, Search Engine Registration (on-site optimization), Search Engine Optimization (off-site optimization and link building), paid directories submissions, online press release submissions and Web 2.0 media syndication. Inetasia also rebuilt the hotel booking section of the Chan Brothers website.
To meet Chan Brothers' tracking requirements, Inetasia implemented its Asian WebTrends Hosted Solution, a hosted version of WebTrends, the world's leading web analytics solution for accurate and actionable business intelligence. Inetasia's WebTrends Professional Services team inserted WebTrends SDC tags on the Chan Brothers website and set up custom reports showing key metrics and conversions. With WebTrends Hosted Solution, Chan Brothers is able to access detailed, accurate reporting online, without the need for any investment in hardware or software.
Inetasia also supplies Chan Brothers with Monthly Summary Reports covering Digital Marketing results and WebTrends statistics, as well as ongoing Internet Consulting.
|
|
|
 |
|
 |
|
 |
| Digital Marketing, WebTrends |
|
|
|
|
 |
|
 |
|
|
|
|
| Key Phrase Positioning |
 |
| Chan Brothers Travel now enjoys significantly higher Search Engine
rankings, including numerous high-value keyphrases in the top positions on Google, Yahoo and MSN. Digital
Marketing results within the first 5
months included:
|
 |
317%  in listings in the first position. |
|
500% in listings in the top 5 positions. |
|
138% in listings in the top 10 positions. |
|
106% in listings in the top 20 positions. |
|
|
|
|
|
|
|
|
|
|
|
|
|
| Technologies and Services Applied |
- Search Engine Registration
- Search Engine Optimization
- Paid Directories
- Press Release Submissions
- Web 2.0 Media Syndication
- Asian WebTrends Hosted Solution
- Monthly Summary Reports
- Internet Consulting
|
|
|
|
|
|
|
|
|
|
|
|
| Conclusion |
Inetasia's Digital Marketing campaign has greatly increased the visibility of the Chan Brothers website, with many new keyphrases now listing in the first two results pages of the major Search Engines. Within six months, the following Digital Marketing results had been recorded:
- 50% increase in listings in the first position.
- 833% increase in listings in the top 5 positions.
- 880% increase in listings in the top 10 positions (first results page).
- 957% increase in listings in the top 20 positions (first 2 results pages).
This increase in Search Engine rankings has had a significant effect on website traffic, with the number of page views quadrupling and the number of Search Engine referrals rising by over 900%. The following increases were recorded within 6 months:
- 208% increase in visits.
- 186% increase in visitors.
- 354% increase in page views.
- 901% increase in Search Engine referrals.
Inetasia's Asian WebTrends Hosted Solution gives Chan Brothers easy access to detailed WebTrends reports online, including drill-down geographic reporting allowing ready analysis of the most profitable promotions, markets and visitor segments. Inetasia's Monthly Summary Reports provide Chan Brothers management with the most relevant statistics in an easy to understand format, giving them the information they need to make informed decisions about the online offerings.
|
|
|
