It’s not always easy to choose a hobby. Sometimes a passion is what you choose. That’s exactly how Peter Letts found scuba diving.
In 1992, he began diving. He soon became addicted and jumped in the water. He left his successful corporate career almost 10 years later to pursue his passion for the oceans and start a business. He explains that he had a midlife crisis and decided to leave the corporate world behind.
Peter has retired. Rachael, Peter’s daughter, has assumed the reins of Abyss Scuba Diving. While he is still an active participant in the business, he oversees their marketing efforts. But they are doing more than just keeping the company afloat.
Peter actually produces PPC (pay per click) landing pages and campaigns that have an average conversion rate 35%.
He doesn’t even have to break a sweat while doing it. Why? He’s discovered a smarter way of building landing pages that convert traffic to conversions. More conversions.
How to inspire marketing success AND happy retirement. Easy.
Abyss Scuba Diving, By The Numbers
|Business size:||11 to 20 full-time and part-time employees|
|Marketing goals:||Increased bookings|
|Conversion goal:||Click-through to booking page|
|The company:||Diving training and experiences (shark cage diving, free diving, etc.)|
My daughter and I opened Abyss Scuba together. It has grown to become the second-largest dive shop in Australia over the past 20 years. We do many things today. We teach people to dive and take them out on weekends. Every few weeks, we also organize trips up the coast. Peter Letts (now retired), founder of Abyss Scuba Diving.
Want to go straight to Peter’s landing page strategy. Click here or take a look at this snapshot of some his results:
From Chemist to Founder to Marketing Trailblazer
Peter Letts believed that he was better at marketing than any of the professionals throughout his time in corporate life as a food chemist. He decided to open his own company shortly before he realized he was wrong.
Peter started the website as a hobby for a local dive shop. AltaVista was the primary search engine in those days. Google wasn’t even a thing back then. “If you searched anything in Sydney, this shop was the only one that came up. They tripled their business within six months. When I started my own business, I believed I could do it the same way. That was how I managed our marketing.”
Keep the business afloat in difficult times
Abyss has been a pioneer in digital marketing. In 2020, it was the second-largest Australian dive shop. The company was founded by customers who first visited it 20 years ago. Every year, they flew to Australia and other exotic destinations to dive with their crew. New faces regularly joined them on new adventures.
The team was ready for another great season as 2020 approached. They had no idea what the future would bring.
It is not an exaggeration to say that the years of the pandemic have been difficult. All over the globe, people, economies, as well as businesses, have been affected. Small businesses, particularly in the tourism and travel sectors, have been especially hard.
Australia’s borders were closed for much of 2020 and 2021. It’s been difficult for Abyss, Scuba, which relies heavily on international visitors. The team also experienced the effects of environmental disasters in Australia.
A series of problems have plagued Sydney. We had bushfires in the area three to four months prior to COVID. This blackened the water and prevented us from diving. We had several lockdowns that reduced our customer base to our local council. We’ve recently experienced floods that have again blackened the water. We’ve been struggling for two and a quarter years and are still at the struggle stage. We are finally coming out of the dark waters, and then we will be entering winter which naturally decreases the number.
Abyss Scuba is a unique business model that focuses on returning customers and not looking for a steady stream. Peter says, “Ideally we’re looking to find six to twelve new customers per month.” has been operating at around 40% capacity since the majority of their returning customers are from overseas and local restrictions severely limited their pool of domestic prospects.
With the hope that the world will “return to normal”, Peter is now preparing his marketing funnels in order to welcome back customers to the shop. This is where landing pages come in.
It has been difficult for the business. The main purpose of the landing pages was to allow people to dive again as soon as the restrictions were lifted.
Marketing smarter with a smarter landing page builder
Peter is a marketer whose marketing strategy focuses mainly on reaching new customers through digital advertising campaigns. Peter has found that precise targeting works well for his campaigns. To reach high-intent, international audiences coming to Australia for travel purposes, Peter is currently focusing on people who are applying for the 90-day Australian Visa Program.
He explains that PPC is the best way to get the best results. Just like his ads are targeted at specific people, Abyss’ landing pages are tied to specific experiences or excursions. This is just the beginning of Peter’s story. We’re not talking click-through rates here, but conversions. Peter means that qualified leads are clicking through to the company’s booking system. Leads can either book and pay directly for an experience or inquire about a particular outing.
They are definitely getting qualified leads. Abyss Scuba has a 35% average conversion rate across its live landing page. The median conversion rate in the travel industry is 5.2%. This is amazing considering that Abyss only needs six to twelve new customers per month.
Peter’s amazing landing page strategy. Smarter Marketing with Unbounce’s Smart Builder. This next-generation landing page builder is powered by millions of insights, data points and takes the guesswork out determining what converts. Smart Builder is able to accurately predict which landing pages layouts and headlines will be most effective for each target audience. This allows Peter to spend more time relaxing and enjoying retirement.
It’s hard enough to get people to view a page. Once they’re there, you want them to continue looking at the page and booking something.
Smart Builder, Smart Traffic, and Smart Copy? Oh my!
Peter is a master of smarter marketing. Smart Builder is not only used to build high-converting landing pages but Smart Copy and Smart Traffic are also used to optimize them. All this with the click of a button.
“That’s what attracted me to it in the first instance–the fact that its smart. He says that it makes scientifically based decisions, and not on gut feelings. Smart Copy handles the wordsmithing, while Smart Builder provides a guided building experience that is directly relevant to his industry. Smart Traffic then directs visitors to the variants that are most likely to convert.
Do you spend hours creating the perfect landing page. Waiting for A/B tests run for weeks just to gain a little insight? Ugh, that’s *so* 2020.
You think you have the right answer with A/B testing. But then, three to four months later, everyone says they do. The results are just starting to taper off again. Smart Builder and Smart Traffic make it much easier to make quick decisions and allow you to see how things are moving in real time and adjust accordingly.
It’s that simple. Our data shows that Smart Builder takes less time than a drag-and-drop system to create pages. This results in increased conversions.
The top tip: Smarter Marketing isn’t just for PPC campaigns. Peter uses some of these “smart tools” to perform some heavy-lifting maintenance work on his website Abyss Scuba. Smart Copy is a tool he uses to write blog posts and these are some of the most effective SEO drivers for the site.
A Landing Page Builder that gives you more with less – Just like Peter and Abyss Scuba Diving
Smart Builder, Smart Traffic and Smart Copy all make up the Unbounce Conversion Intelligence platform. We believe that it is important to work smarter and not harder, just like Peter. We have analyzed millions upon millions of conversions and landing pages, so we know what works.
Each tool offers a guided experience, whether you are looking to create landing pages, optimize traffic flow, or create content that will help you get more out of your marketing efforts.
This is the best way to increase your marketing efforts, decrease your effort, and improve the results. It’s all-inclusive, and it works.
Do you want to surpass your expectations like Peter? Turn on the “smarts”, and you’ll be amazed at what happens.
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