How ETM Group Improved Booking ROI & SEO During Website Migration

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A laptop with "digital marketing period report" on the screen, representative of our strategy to track table bookings for ETM Group.
PPCSEO

Migrating your website can be a massive task, especially for a restaurant group moving all its brands to a single website. Here’s how we used our years of hospitality expertise to migrate ETM’s website while also tracking table bookings, ROI, and increasing both for hospitality marketing success.

Project achievements

YoY increase in bookings13%
Revenue from £40k spend£1m
ROAS from Google Ads21.8x
Growth in organic search traffic5%
Bar staff serving cocktails to guests on a stylish terrace.

Brief

We'd worked with ETM Collection – a group of prestigious rooftop restaurants in London – for almost 12 months before we were brought in for its website migration, for which there were several challenges.

Brew’s expertise was required to:

• Accurately track bookings and enquiries, and to correctly attribute these to a source and channel – previously ETM had no way of doing this

• Migrate content from 12 separate venue websites into one new ETM-branded site, measuring the impact – both positive and negative

• Undertake paid search, social and SEO activity, and to set up tracking to measure the effect of these – previously ETM were not tracking bookings by source

• Increase the amount and quality of traffic, and to increase bookings – website traffic, bookings, and average customer spend had been falling

An open book of total results across the ETM collection for P2.

Approach

We implemented tracking to:

• Accurately track table bookings, allowing us to assign these to the various brand channels and to specific campaigns – meaning we could also calculate return on investment (ROI) across all channels and campaigns

• Implement Unique Tag Manager (UTM) tags to correctly identify sources, channels, and campaigns

• Work with developers to separately identify and track auto-confirmed bookings and booking enquiries

• Understand multi-channel user journeys and see how channels were working in combination with each other

A stunning glass dome dining area with the London Shard in the background.

• Identify opportunities for new web content and to measure its impact on organic search

• Look beyond standard Google Analytics data to separately track traffic from sources such as Google Business Profile, Apple Business, QR codes, in-venue Wi-Fi and more

• Set up conversion funnels for table bookings, analysing the booking process step by step and identifying drop-offs at each step of the user journey

• Set up heat-mapping and user-journey playback to better understand how users interact with the website

• Bring together different data streams, including Google Analytics, Google Ads, paid and organic social data, and 'real-world' data from the bookings database

• Set up a reporting framework to present all relevant data, with actionable insights suitable for different audiences – from website content writers to board-level reporting requirements

A crowd raising their glasses as a man in a suit carries a large bottle of wine.
A collection of stats and reporting created for ETM.

Solution

Setting up this in-depth tracking allowed us to use data-based evidence to inform and improve:

• Optimisation of the booking journey: Improving signposting, CTAs, and steps within the booking user journey, resulting in a significant increase in conversion rate

• Optimisation of budgets: Allocating them more effectively across channels

• Campaign effectiveness: Using data to learn from previous campaigns and continually improve effectiveness

• SEO traffic: Analysing data to determine the most impactful new content

• Development of a data-driven culture across the business, using learning to make informed decisions and further increase web traffic and conversions

A group of friends clinking glasses at their table.

Because we implemented UTM tracking and multi-source attribution, ETM were able to confidently allocate budget across the best-performing channels – resulting in a 13% year-on-year increase in bookings.

This resulted in £1m revenue from £40k spend, a 21.8x ROAS from Google Ads.

In summary, the results were:

• A robust and accurate reporting platform
• Completely mitigating any negative impact of moving to a new domain, and maintaining the level of traffic to all sites on migrating to the new site
• An increase in the quality and relevance of web traffic, particularly from paid search
• An improvement in website booking conversion rate

Guests drinking wine and choosing from a selection of canapes.

Headlines include:

• Total website traffic volumes maintained despite moving to a new domain
• Growth in organic search traffic of 5% despite the website migration
• Improvement in website booking conversion rate resulting in total bookings up by 13% YoY
• For PPC:
• Total revenue generated was £1,013,822 from an ad spend of £40,273
• That equates to a net return of £21.81 per pound spent, after all costs and margins.

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