Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Pier House Resort & Spa, nestled in the heart of Duval was built in 1967 as a small 50-room motel by American developer David Wolkowsky, a Key West native who is responsible for the preservation of Key West and the prevention of high-rise buildings. He previously built the original Sloppy Joe's of Hemingway fame, Pirate's Alley and the Original Cigar Factory. The Resort expanded over the years to 143 guest rooms and suites facing the ocean and became a magnet for celebrities.
Goal 1: Increase overall organic search traffic and revenue by 40%
Goal 2: Increase engagement and sessions on mobile and desktop by over 50%
Goal 3: Increase revenue from organic search by 30%
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Milestone’s strategy was to create a modern, user-friendly website, reinforced with social outreach, a brand-new innovative FAQ module, and dining and event modules. This was inclusive with a website redesign, while focusing on retaining and acquiring relevant traffic, enhancing the overall user experience on desktop, mobile and driving potential customers to the booking engine.
Since launch, the site has shown increased traffic, engagement through page visits, pages per session and a strong impact on less intent to abandon the website. Since the site went live on April 4, 2023, we have been tracking higher search visibility, engagement, and conversions.
Website Launched: April 4, 2023. Performance Period: May 1, 2023, to July 31, 2023, YoY
Goal#1: The website was able to increase organic search traffic and revenue by a significant % with the rebranding of the website.
• Total revenue from organic Search: $1.6M (May 1 – July 31, 2023)
• Organic search sessions increase +116% (April 1 – July 31, 2023)
• Organic search sessions from mobile devices: +235% (April 1 – July 31, 2023)
Goal #2: The website was able to increase engagement on mobile and desktop by over 50%
• +195% Increase in organic users from mobile devices (May 1 – July 31, 2023, YoY)
• Overall, Pages per session increased by 20% (May 1 – July 31, 2023, YoY)
• Overall, Page Views increased by 14% (May 1 – July 31, 2023, YoY)
• Overall Bounce Rate decrease by 37% YoY (May 1 – July 31, 2023, YoY)
o Bounce Rate is 21.9% (May 1 – July 31, 2023, YoY)
Goal #3: Increase revenue from organic search by 30%
The website was able to generate organic revenue since site launch: $1.7M (April 1 – July 31, 2023)
• Revenue from Organic increased 66% YoY (April 1 – July 31, 2023)
• Organic Bookings were 792 with an increase of 95% YoY (April 1 – July 31, 2023)
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Organic Revenue since site launch: $1.7M (April 1 – July 31, 2023)
• Revenue increased 66% YoY (April 1 – July 31, 2023)
• Organic Bookings were 792 with an increase of 95% YoY (April 1 – July 31, 2023)
Entry Title
Milestone Inc helps Pier House Resort and Spa Increase Revenue from Organic Search by 66% and Bookings from Organic Search by 95% After New Website Launch