Chatsworth House Trust: Increased Non-Brand Traffic By 95%

Overview

Chatsworth House is a spectacular stately home to the Duke and Duchess of Devonshire. Chatsworth estate offers 35,000 acres of beautiful land and a wide range of events within the house and gardens throughout the year.

Chatsworth began working with Digital Clarity from summer 2013 to promote exciting events and has developed into creating a new strategy to engage visitors to explore the English heritage of Chatsworth House.

The most immediate goal was to move focus from PPC brand spend, to non brand terms with a view to engaging new visitors.

  • Increase non brand relevant traffic
  • Increase ticket sales online
  • Increase awareness of Chatsworth House, gardens and events to families looking for days out

Strategy

Optimising a not for profit account within Google Grant limitation was a challenge. In order to shift the focus to non brand searches we first had to increase CTR’s and quality scores from landing pages in order to allow for lower CPC’s.

PPC Training 

  • To train the team at Chatsworth House to have a deeper understanding of Google Ads and PPC

PPC

  • Reduce brand keywords and focus on specific match types of “family days out” & “days out with the kids” related terms
  • Promote specific seasonal events and exhibitions
  • Localised targeting and bid strategies to optimise within the $2 max bid limit

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Analytics

  • Troubleshooting and supporting the upgrade to Google Universal Analytics
  • Implement enhanced e-commerce tracking to report on ticket sales
  • Implementation of Google Tag Manager to allow Digital Clarity to make code changes hence saving 3rd party costs

Results

Within the last year Digital Clarity have created a strategy to transform Chatsworth’s traffic to their site:

  • 95% of paid traffic comes from non brand
  • Overall traffic increase of 20%
  • CTR increase of 2.55%
  • Conversion increase of 245%
  • Revenue increase of 236%

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