The challenge
Great Rail Journeys is a leading provider of rail and river holidays across the globe. When the business approached Modo25, they wanted to unify “Rail Discoveries” and Great Rail Journeys into a single cohesive online experience. The primary goal for this was to protect revenue by reversing a multi-year decline in revenue for Rail Discoveries. By utilising Great Rail Journeys strong brand position in the market – we would see an increase in organic performance and market share within the travel industry.
38%
Increase in Organic Search Revenue YoY
The Solution
We started the project with a detailed, developed, step-by-step migration plan that guided each phase of the unification. The plan ensured that key elements from both brands were perserved and integrated. It was also crucial to deliver the work in a timely manner, due to the peak travel periods of October and January. By covering every aspect of the migration, we aligned content, SEO and user experience strategies to strengthen the unified brand and capture increased organic visibility and engagement.
What we did:
- Conducted a detailed audit of both websites’ performance.
- Carried out keyword gap analysis using SEMrush.
- Developed and executed an a/b testing programme to enhance core conversion metrics.
- Redesigned the website to appeal to a broader audience and improve usability.
- Planned and implemented a website migration ahead of the peak travel season and delivered SEO migration checks, before, during and after the migration.
Once the migration was complete and the 2 websites were consolidated, results improved with a 146% increase in organic search sessions year-on-year. We also observed a 11% increase in keyword rankings post migration. And a 37% uplift in organic search revenue YoY.
“Modo25 guided us through a complex website consolidation project with clarity and confidence. Their joined-up approach across SEO, CRO, UX & testing not only protected our performance – it significantly improved it”.
Eoin Keneally, Director of E-commerce | Great Rail Journeys
Key take homes
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