How a Business Makes More with Less By Carla Lynn on June 21st, 2022 in Landing Page Optimization | Be the first to comment Sometimes you choose a hobby, sometimes a passion chooses you. And that’s exactly what happened when Peter Letts discovered scuba diving. He first dipped his toes as a diver in 1992, but soon took to the deep end and became addicted to the sport. Almost 10 years later, he left a successful corporate career to turn his passion for the oceans into a business. “I had a midlife crisis, chucked the corporate world aside, and decided to open up a dive shop,” he explains. Peter is now retired. His daughter, Rachael, has taken over the reins at Abyss Scuba Diving.
He’s still involved in the business—in charge of their marketing efforts—and they’re doing way more than just staying afloat. In fact, Peter is churning out PPC (pay-per-click) campaigns and landing pages that see an average conversion rate of 35%. Head over to the Conversion Benchmark Report to learn more about industry benchmarks. And he doesn’t even break a buy email list sweat doing it. Why? Because he’s found a smarter way to build landing pages to turn traffic into conversions. Way more conversions. Inspiring marketing results AND a happy retirement? Easy. Abyss Scuba Diving, By the Numbers Business size: 11 to 20 full-time and part-time employees Industry: Tourism Location:
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Sydney, Australia Marketing goals: Increased bookings Conversion goal: Click-through to booking page The company: Diving training and experiences (shark cage diving, free diving, etc.) Peter Letts, Founder, Abyss Scuba Myself, my daughter, and the first person I’d ever taught to dive—the three of us opened up Abyss Scuba, and we’ve grown it over the last 20 years to be the second-biggest dive shop in Australia. Today we do a whole range of things. We teach people how to dive, we take them out every weekend, and we organize trips up the coast every few weeks. — Peter Letts, founder, Abyss Scuba Diving (now retired) Psst … Wanna go straight to Peter’s landing page strategy?