Travel Marketplace
Positioning and growth for a travel marketplace across paid and organic channels.
Owned product marketing for a travel marketplace — positioning, paid acquisition, landing pages, and funnel analytics.
Traffic was growing but conversion was flat. The funnel leaked between landing page, search, and booking.
Used GA4 and Microsoft Clarity to map drop-offs. Ran user interviews and reviewed 100+ session recordings.
Leisure travelers comparing destinations and price, plus repeat travelers looking for curated experiences.
Studied OTA copy, paid landing pages, and onboarding flows. Found a gap in destination-specific positioning.
- —High-intent vs. browsing traffic mixed in one funnel
- —Generic landing pages diluting paid spend
- —Attribution across Google, Meta, and organic
Match landing page to ad intent. One destination, one promise, one CTA. Move comparison logic deeper in the funnel.
- 1.Cluster campaigns by destination and intent
- 2.Build a landing page per cluster
- 3.Track funnel events end to end
- 4.Iterate weekly on the worst-performing step
- 1.Click ad with specific destination
- 2.Land on matched, promise-led page
- 3.Browse curated options
- 4.Book with minimal friction
- —Destination-specific landing pages
- —Unified event tracking
- —A/B testing framework
- —Funnel dashboard for ops
Rebuilt the paid funnel, rewrote ad creative and landing copy, and instrumented every step in GA4 and Clarity.
- —Higher landing-to-search conversion
- —Lower CAC on top destinations
- —Clearer attribution for the marketing team
- —Message-match is the highest-leverage growth lever
- —Clarity recordings beat opinions every time
- —Marketing and product are the same funnel
Digital Marketing Agency
A productized digital agency: websites, SEO, and growth for early-stage brands.