Strategic Seasonal Marketing Grows Direct Online Revenue 45% Through Peak Season for Land of Natura
Results
45%
increase in direct online revenue
24%
increase in website conversion rate
55%
increase in digital ad spend while Growing overall ROAS 31%
Page 1
Moved onto page 1 of Google for the very competitive term “Wisconsin Dells Water Parks”
How We Did It
- Pricing & offer strategy
- Seasonal advertising campaigns
- Ongoing web conversion rate optimizations
- Group/B2B marketing strategy & execution
- Content & SEO strategy
- Growth marketing strategy & consulting
Approach
With the help of the savvy Land of Natura team, we built and executed a strategic marketing plan for Land of Natura. We combined a content and SEO strategy focused on capturing search intent that mattered, an out-of-home marketing blitz including multiple local billboards, a seasonal offer and pricing strategy built to maximize revenue before, during, and after their short 2-month peak season, an ongoing effort to improve website conversion rate through seasonal and demographic optimizations, and a group/B2B marketing engine to help get their group sales off the ground.
Reporting Methodology & Details
Online revenue & conversion rate results: Land of Natura’s session channel mix this year vs last year is very similar, so this year-over-year comparison includes all traffic. When excluding display, paid social, and cross-network traffic, (a common method for getting a more consistent view of conversion rates YoY) the results look even better (+61% online revenue growth, +49% conversion rate growth).
Advertising results: The ROAS number we’re primarily considering is a blended ROAS, which looks at last-click revenue from ad-sourced traffic. When you look at Google Ads and Meta Ads platform ROAS numbers, we also saw a decrease in ROAS of 5% on Google, and an increase in ROAS of 12% on Meta. It’s important to note that our approach to Google and Meta advertising here is full funnel—most of our incremental spend this year went towards increasing demand and was focused on mid to top of funnel users.
SEO results: This result is during the June, July, and August months 2025 vs 2024.
