Scaled-up Advertising & Improved Conversion Rate Grows Skyline Hawaii’s Direct Revenue 38%, Outpacing Visitor Growth and Affiliate Revenue Growth.
Results
38%
increase in direct revenue
43%
increase in website conversion rate
67%
increase in digital ad spend while Achieving ROAS Targets
How We Did It
- Website rebuild & ongoing conversion rate optimization
- Search and social advertising re-structure to enable scale
- Campaign development and creative direction on for photo/video shoot
- Growth marketing strategy and consulting
Approach
We leaned into a decade of tried and tested conversion rate optimization best practices to build Skyline’s a new website. The resulting conversion rate improvement, combined with our scaled-up advertising strategy on Google and Meta, has created a sustainable marketing growth engine that has enabled them to outpace the growth of their affiliate partners.
Reporting Methodology & Details
Online revenue: While some of the growth is accounted for by Maui’s continued recovery from the wildfires, the direct revenue growth has outpaced the visitor growth (7.3%), visitor expenditures growth (8.2%), and affiliate revenue growth.
Conversion rate results: For a more useful comparison, we’re looking at non-blog traffic and have excluded Paid Social, Display, and Cross-Network channel groupings. (When you include those channel groupings, conversion rate growth is +46%.) April 5 – July 31, 2025 vs. previous year.
Advertising results: The ROAS number we’re primarily considering is a blended ROAS which looks at last click revenue from ad-sourced traffic. It’s important to note that our approach to Google and Meta advertising here is full funnel—so you’re not looking at an overly inflated ROAS number bolstered by an overly-saturating bottom of funnel ad mix. April – July 2025 vs. previous year.
