Case Studies

Consistently Increasing Conversions Throughout the Year

THE CHALLENGE:

Michigan’s premier tent and party rental supply company, Great Lakes Tent, hails from the Detroit area but serves major party rental needs across Michigan and states beyond. Because their bread and butter is renting party tents and accompanying equipment, demand balloons in the warmer months. It has traditionally been a challenge to bring in quote requests year-round.

THE APPROACH:

Over the last three years, JumpFly has systematically optimized Great Lakes Tents’ entire website – every category, product, and content page. For the most valuable pages that drive the strongest search demand, we consistently re-optimize based on performance data in Google Analytics, Google Search Console, and Semrush. But we pay special attention to products that drive stronger demand year-round, like tables, chairs, furniture, staging, concession, and catering equipment.

THE RESULTS

By optimizing underserved pages as well as the core tent products, we saw a 37% increase in sessions for the organic search channel year over year in 2023. Even more exciting, those sessions yielded 38% more quote requests YoY, Great Lakes Tent’s core success metric. This strong performance improvement was felt year-round as opposed to being localized to the peak season as it had been in past years. In fact, deep in the off-peak season, organic search performance in January 2024 was even stronger, with 60% more quote requests YoY.