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How We Launched a Jeep Tour Business from Scratch: A Creative Approach to a Niche Travel Product
From Idea to Steady Sales in 60 Days
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
Background
An experienced travel company came up with a fresh idea — to launch a unique travel format in the European mountains.
Not just standard jeep tours where tourists passively observe landscapes through the window, but interactive adventures where guests drive brightly colored 4x4 vehicles themselves and customize the route based on their interests.
The idea was promising. The vehicles had been purchased. Routes carefully planned. The only challenge left: telling the world and starting to sell. That’s when the company reached out to our team — and here’s how we turned a bold concept into a working business.
Not just standard jeep tours where tourists passively observe landscapes through the window, but interactive adventures where guests drive brightly colored 4x4 vehicles themselves and customize the route based on their interests.
The idea was promising. The vehicles had been purchased. Routes carefully planned. The only challenge left: telling the world and starting to sell. That’s when the company reached out to our team — and here’s how we turned a bold concept into a working business.
Rather than jumping between individual marketing tools, we developed a comprehensive promotion system
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Initial Situation: A Unique Product with Unclear Positioning
When we joined the project, here’s what we were working with:
- A brand-new, unknown direction
- Potential clients had preconceived notions of “jeep tours” as generic group trips on standard routes
- The price point was higher than traditional tours
- No website (despite previous failed attempts over several months)
- No clearly defined concept or tour programs
- No social media presence
- A moderate marketing budget
One of our guides for potential clients
Our Approach: A Marketing System Instead of Fragmented Tools
Rather than jumping between individual marketing tools, we developed a comprehensive promotion system that included the following steps:
1. Creating a Clear Concept and Positioning
We repackaged the product and, together with the founders, articulated the key differences between our format — which we called “Jimning” — and standard jeep tours:
Why this worked:
In a highly competitive travel industry, vague positioning is a fast track to failure. A new player must stand out — especially if the product is priced above the norm. Creating a unique category (“Jimning” instead of “jeep tour”) helped us avoid direct comparisons with existing offers and set new market standards. This enabled us to avoid price-based competition and instead emphasize unique value.
- Self-driving stylish off-road vehicles
- A personalized experience instead of large group travel
- The ability to adjust the route during the trip
- A focus on emotional experience and visual appeal
Why this worked:
In a highly competitive travel industry, vague positioning is a fast track to failure. A new player must stand out — especially if the product is priced above the norm. Creating a unique category (“Jimning” instead of “jeep tour”) helped us avoid direct comparisons with existing offers and set new market standards. This enabled us to avoid price-based competition and instead emphasize unique value.
2. Developing a Marketing Model for Promotion
We built a unified model combining content and advertising to address three key objectives:
Why this worked:
We chose a strategy where every element of marketing served a specific purpose within the sales funnel. For a product unfamiliar to the market, a consistent educational content sequence is crucial — not only to capture attention but also to help the potential customer understand the product’s value.
- Attract potential customers
- Keep their attention
- Convert interest into bookings
Why this worked:
We chose a strategy where every element of marketing served a specific purpose within the sales funnel. For a product unfamiliar to the market, a consistent educational content sequence is crucial — not only to capture attention but also to help the potential customer understand the product’s value.
3. Website Creation and Social Media Presence
We developed an informative and emotionally compelling website using the Tilda platform, designed to reflect the uniqueness of the offer and encourage visitors to submit inquiries. Simultaneously, we created and designed social media pages on Instagram*, Telegram, and other relevant platforms.
Why this worked:
Tilda was chosen for its balance of fast launch, attractive design, and affordability. The client had previously spent months trying to launch a site with different contractors without success, so it was critical for us to deliver quickly.
On social media, we focused on highly visual platforms because the product was inherently photogenic, and the vibrant Suzuki Jimnys created a distinctive visual image that resonated on Instagram* and similar channels. Telegram was added as a rapidly growing platform and a direct communication channel with potential clients.
Why this worked:
Tilda was chosen for its balance of fast launch, attractive design, and affordability. The client had previously spent months trying to launch a site with different contractors without success, so it was critical for us to deliver quickly.
On social media, we focused on highly visual platforms because the product was inherently photogenic, and the vibrant Suzuki Jimnys created a distinctive visual image that resonated on Instagram* and similar channels. Telegram was added as a rapidly growing platform and a direct communication channel with potential clients.
We established a steady stream of photo and video content, as well as authentic reviews from tour participants — a key element in building trust and boosting conversion.
4. Launching Advertising Campaigns and Analytics
We set up targeted advertising campaigns and collaborated with the client’s team to seed content in thematic regional communities focused on mountain travel. To track effectiveness, we configured analytics tools (such as web metrics and CRM systems), involving CRM specialists as needed.
Why this worked:
Instead of running a broad and expensive advertising campaign, we opted for a targeted approach focused on the most promising channels.
Search advertising captured users actively looking for travel experiences in the mountains, while social ads and placements in local communities reached people already in the region or planning trips. Integrating a CRM system was crucial for tracking each customer's journey from first contact to purchase and for understanding the real performance of every channel.
Why this worked:
Instead of running a broad and expensive advertising campaign, we opted for a targeted approach focused on the most promising channels.
Search advertising captured users actively looking for travel experiences in the mountains, while social ads and placements in local communities reached people already in the region or planning trips. Integrating a CRM system was crucial for tracking each customer's journey from first contact to purchase and for understanding the real performance of every channel.
Results: From Concept to Operational Business in 2 Months
Within 60 days, we managed to:
- Fully prepare the project to receive guests: we launched the website, developed a clear concept, and created structured tour programs
- Launch the first trips in July 2023
- Build a system that ensures steady sales — tours now run weekly
- Over 1,000 Instagram followers in the first month
- 11% website-to-lead conversion rate
- 3 to 6 tour groups per week at launch (meeting internal KPIs)
- Customer acquisition cost ranged from €0 (through organic social traffic) to the equivalent of ~€9
Key Elements of Success
1. Personalization and a Human Face for the Brand
We focused on personal connection with the audience by introducing the guides and instructors as true adventure enthusiasts. For instance, Jimning hosts Nikita and Valera were not just staff members — they were passionate professionals who shared their love for exploration and deep knowledge of the terrain.
This approach proved highly effective — many clients mentioned the guides’ personalities in their feedback as a key factor in their positive experience.
Why this worked:
In the travel industry, especially in the active tourism segment, trust in the brand is directly linked to trust in the people who will accompany the client. We intentionally highlighted the personalities of the guides, their enthusiasm, and their expertise to reduce skepticism toward the new format. This was particularly important for a product where guests are expected to drive the off-road vehicles themselves — potential clients had to feel confident they would receive the right support and guidance.
We focused on personal connection with the audience by introducing the guides and instructors as true adventure enthusiasts. For instance, Jimning hosts Nikita and Valera were not just staff members — they were passionate professionals who shared their love for exploration and deep knowledge of the terrain.
This approach proved highly effective — many clients mentioned the guides’ personalities in their feedback as a key factor in their positive experience.
Why this worked:
In the travel industry, especially in the active tourism segment, trust in the brand is directly linked to trust in the people who will accompany the client. We intentionally highlighted the personalities of the guides, their enthusiasm, and their expertise to reduce skepticism toward the new format. This was particularly important for a product where guests are expected to drive the off-road vehicles themselves — potential clients had to feel confident they would receive the right support and guidance.
We introduced our guides not just as staff, but as passionate experts — an essential part of the adventure.
Each tour is led by a dedicated guide driving a separate vehicle, staying in radio contact with the group and assisting guests through challenging terrain.
Their role goes far beyond navigation — they ensure safety, boost confidence, and create a fun, engaging atmosphere throughout the journey.
And for those who prefer not to drive, we offer a “ride-along” option: enjoy the full experience from the comfort of the guide’s vehicle — no driving required.
Each tour is led by a dedicated guide driving a separate vehicle, staying in radio contact with the group and assisting guests through challenging terrain.
Their role goes far beyond navigation — they ensure safety, boost confidence, and create a fun, engaging atmosphere throughout the journey.
And for those who prefer not to drive, we offer a “ride-along” option: enjoy the full experience from the comfort of the guide’s vehicle — no driving required.
2. A Strong Visual Identity
The vibrant Suzuki Jimnys became the visual centerpiece of all our marketing communications. Their distinctive look and bold colors performed exceptionally well on social media, catching attention and sparking the desire to get behind the wheel.
Why this worked:
Visually striking vehicles became a natural focal point for all marketing materials. Instead of investing in additional visuals, we fully leveraged an existing asset — photogenic cars set against dramatic mountain landscapes. This not only cut content production costs but also created a recognizable visual identity that made the brand stand out and intensified the desire to join the experience.
The vibrant Suzuki Jimnys became the visual centerpiece of all our marketing communications. Their distinctive look and bold colors performed exceptionally well on social media, catching attention and sparking the desire to get behind the wheel.
Why this worked:
Visually striking vehicles became a natural focal point for all marketing materials. Instead of investing in additional visuals, we fully leveraged an existing asset — photogenic cars set against dramatic mountain landscapes. This not only cut content production costs but also created a recognizable visual identity that made the brand stand out and intensified the desire to join the experience.
We got lucky with the cars — their photogenic design became a marketing asset in itself.
The bold, compact look of the Suzuki Jimny instantly caught attention in photos and videos.
Without additional effort, the cars created a recognizable visual signature for the brand — sparking interest, shares, and the irresistible desire to take the wheel.
The bold, compact look of the Suzuki Jimny instantly caught attention in photos and videos.
Without additional effort, the cars created a recognizable visual signature for the brand — sparking interest, shares, and the irresistible desire to take the wheel.
3. Clear Product Explanation
We developed a well-structured presentation of the offering to help potential clients understand:
Since the “Jimning” format was entirely new to the market, we had to do more than just present the product — we had to educate. A clear and comprehensive structure reduced uncertainty and addressed the key questions potential clients had. We paid special attention to outlining skill requirements to attract a prepared audience and avoid mismatches between expectations and reality.
We developed a well-structured presentation of the offering to help potential clients understand:
- What to expect from the trip
- Who the Jimning format is for
- What they’ll see
- Which routes are available
- What driving skills are required
Since the “Jimning” format was entirely new to the market, we had to do more than just present the product — we had to educate. A clear and comprehensive structure reduced uncertainty and addressed the key questions potential clients had. We paid special attention to outlining skill requirements to attract a prepared audience and avoid mismatches between expectations and reality.
This is an example of one of our promotional texts:
5 reasons why travelers choose the “To the Wheels!” experience?
1⃣ An exceptional off-roader. The Suzuki Jimny is a compact, maneuverable, body-on-frame 4x4 with low-range gearing and wheel-lock capability. All vehicles come with automatic transmission, air conditioning, and all-terrain tires (AT).
2⃣ Stunning locations — without the crowds. Discover natural spots far from the tourist lines and overused photo stops.
3⃣ Discreet guidance. Your guide stays in radio contact and steps in when needed — offering tips and instructions to help you tackle more technical sections confidently.
4⃣ Just your people — and your playlist. No strangers, no group tours. Just your crew, your music, and the road ahead.
5⃣ Access to places most vehicles can't reach. You’ll go where tour buses and low-clearance rental cars simply won’t make it.
Got 5 more reasons? Share them with us — and we’ll give you 10% off your next tour!
5 reasons why travelers choose the “To the Wheels!” experience?
1⃣ An exceptional off-roader. The Suzuki Jimny is a compact, maneuverable, body-on-frame 4x4 with low-range gearing and wheel-lock capability. All vehicles come with automatic transmission, air conditioning, and all-terrain tires (AT).
2⃣ Stunning locations — without the crowds. Discover natural spots far from the tourist lines and overused photo stops.
3⃣ Discreet guidance. Your guide stays in radio contact and steps in when needed — offering tips and instructions to help you tackle more technical sections confidently.
4⃣ Just your people — and your playlist. No strangers, no group tours. Just your crew, your music, and the road ahead.
5⃣ Access to places most vehicles can't reach. You’ll go where tour buses and low-clearance rental cars simply won’t make it.
Got 5 more reasons? Share them with us — and we’ll give you 10% off your next tour!
4. Emphasis on an Exclusive Experience
Unlike mass-market jeep tours, we highlighted the opportunity to visit places “where group tours don’t go — without tastings, crowds, or noise.” This message strongly resonated with our target audience, which had grown weary of typical tourist formats.
Why this worked:
Market research revealed that the standard jeep tour segment was oversaturated, with many offers featuring repetitive routes, tastings, and souvenir stops.
We intentionally positioned Jimning in opposition to this model, focusing on authenticity and exclusivity. This not only justified the higher price point but also attracted a more discerning, higher-spending audience that values unique experiences and is willing to pay for them.
Unlike mass-market jeep tours, we highlighted the opportunity to visit places “where group tours don’t go — without tastings, crowds, or noise.” This message strongly resonated with our target audience, which had grown weary of typical tourist formats.
Why this worked:
Market research revealed that the standard jeep tour segment was oversaturated, with many offers featuring repetitive routes, tastings, and souvenir stops.
We intentionally positioned Jimning in opposition to this model, focusing on authenticity and exclusivity. This not only justified the higher price point but also attracted a more discerning, higher-spending audience that values unique experiences and is willing to pay for them.
From the beginning, we designed the marketing system to be manageable in-house once the initial phase was complete. Our role was to lay the foundation and train the team to confidently manage the tools and processes we built.
Irene Kirillova
AK Marketing
Handover to the Client’s Internal Team
After the successful launch and fine-tuning of all core processes, we carried out a planned handover of marketing operations to the client’s internal team.
By that time, all key tasks had been completed:
From the beginning, we designed the marketing system to be manageable in-house once the initial phase was complete. This not only reduced long-term marketing costs, but also enabled the client to adapt more quickly to changing business needs. Our role was to lay the foundation and train the team to confidently manage the tools and processes we built.
Today, the project is evolving under the client’s internal team, which continues to use the system we developed.
By that time, all key tasks had been completed:
- A marketing strategy was developed and tested
- Core marketing platforms were launched and filled with content (website, social media)
- Initial advertising campaigns were up and running
- Analytics and CRM systems were set up
- A practical knowledge base with recommendations was delivered
From the beginning, we designed the marketing system to be manageable in-house once the initial phase was complete. This not only reduced long-term marketing costs, but also enabled the client to adapt more quickly to changing business needs. Our role was to lay the foundation and train the team to confidently manage the tools and processes we built.
Today, the project is evolving under the client’s internal team, which continues to use the system we developed.
Project Takeaways: What Your Business Can Learn
1. Don’t Be Afraid to Create a New Category
Instead of entering an overcrowded jeep tour market, we launched a new category — “Jimning.” This helped us avoid direct comparisons and stand out.
Why this works:
Creating your own category lets you define the rules and set pricing based on value, not on existing market expectations. It’s especially effective for premium products that offer something unique and cost more than standard alternatives.
Instead of entering an overcrowded jeep tour market, we launched a new category — “Jimning.” This helped us avoid direct comparisons and stand out.
Why this works:
Creating your own category lets you define the rules and set pricing based on value, not on existing market expectations. It’s especially effective for premium products that offer something unique and cost more than standard alternatives.
2. A System Beats Fragmented Marketing Activities
A unified approach — combining a website, social media, and advertising under a single concept and visual identity — delivered far better results than using each tool separately.
Why this works:
Synergy across channels creates a “brand everywhere” effect, building trust and recognition. When potential clients see consistent messaging across platforms, it gives the impression of a stable, professional business — even if the brand is new.
A unified approach — combining a website, social media, and advertising under a single concept and visual identity — delivered far better results than using each tool separately.
Why this works:
Synergy across channels creates a “brand everywhere” effect, building trust and recognition. When potential clients see consistent messaging across platforms, it gives the impression of a stable, professional business — even if the brand is new.
3. Personal Connection Is Critical in Travel
Despite having a detailed website, we found most customers preferred to complete bookings via messaging apps. This shaped how we designed the sales funnel.
Why this works:
Travel is about emotions and anticipation — not just transactions. Personal conversations let you address specific questions, build trust, and remove doubts before the trip. They also offer invaluable feedback to refine the product and marketing.
Despite having a detailed website, we found most customers preferred to complete bookings via messaging apps. This shaped how we designed the sales funnel.
Why this works:
Travel is about emotions and anticipation — not just transactions. Personal conversations let you address specific questions, build trust, and remove doubts before the trip. They also offer invaluable feedback to refine the product and marketing.
4. Content That Drives Sales Beats Traditional SMM
Instead of chasing post frequency, we focused on content that directly influenced conversions:
With limited resources, it’s smarter to create less content — but ensure every piece impacts decision-making. Honest reviews, clear routes, and helpful answers lower the barrier to booking. In contrast, generic posts may generate engagement, but rarely result in sales.
Instead of chasing post frequency, we focused on content that directly influenced conversions:
- Detailed route descriptions
- Real client testimonials
- Answers to frequently asked questions
- Candid reports from past tours
With limited resources, it’s smarter to create less content — but ensure every piece impacts decision-making. Honest reviews, clear routes, and helpful answers lower the barrier to booking. In contrast, generic posts may generate engagement, but rarely result in sales.
Launching a Business with Professional Support
Our work on the Jimning project reflects how we help new companies or products launch successfully:
- We build a strong marketing foundation from day one
- We set up the systems and processes needed to attract and convert clients
- When ready, we hand over operations to the client’s team — with or without ongoing support
Working with this team felt like having a strategic partner, not just a marketing contractor. From the very beginning, they immersed themselves in our idea — asking the right questions, challenging us when needed, and helping turn a raw concept into a full-fledged business.
What impressed us most was their ability to combine creativity with structure. They didn’t just come up with cool slogans or visuals — they built a system that actually worked. We had tried to launch the project for months before, but only with their involvement did things really start to move. The speed, clarity, and attention to detail were on another level.
They genuinely cared about our product, our clients, and our long-term success. It never felt like they were “executing a scope” — it felt like they were co-creating something meaningful with us.
Thanks to their support, we went from zero to steady weekly sales in just two months — and felt confident enough to take over the marketing ourselves. We still use the system they built, and we still recommend them to everyone who’s serious about doing things properly from the start.
What impressed us most was their ability to combine creativity with structure. They didn’t just come up with cool slogans or visuals — they built a system that actually worked. We had tried to launch the project for months before, but only with their involvement did things really start to move. The speed, clarity, and attention to detail were on another level.
They genuinely cared about our product, our clients, and our long-term success. It never felt like they were “executing a scope” — it felt like they were co-creating something meaningful with us.
Thanks to their support, we went from zero to steady weekly sales in just two months — and felt confident enough to take over the marketing ourselves. We still use the system they built, and we still recommend them to everyone who’s serious about doing things properly from the start.
Allie
Agency Co-Founder
Expert Marketing for the Travel Industry and Hospitality Sector
⏹ Marketing in travel and hospitality requires a different approach. Unlike mass-market products, it’s not about the number of leads, but their quality. Not the size of the ad budget, but how strategically it’s allocated. Not flashy creatives, but messages that build trust and convert interest into actual bookings.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ We specialize in promoting “considered choice” services — niche tours, premium hotels, unique destinations, and tailor-made travel experiences. These are products people take their time choosing. They compare, research, and make thoughtful decisions, investing not only money but also their expectations for a memorable vacation.
⏹ With over 10 years of experience working with travel companies and hotels, we’ve built deep expertise in marketing for businesses of all sizes and formats. We don’t just launch ads — we build integrated marketing systems that reliably convert marketing investments into bookings and revenue.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
⏹ Unlike many advertising agencies, we understand how travel decisions are made — and we design marketing strategies tailored to that process.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
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Genuine Client Feedback
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.