Michael B
Service Based Business
Business started
2021
Location
Integrations used
Social media: Facebook, Instagram
Email: Contstant Contact
Website: Matomo, Google Business Profile
E-Commerce: Stripe
Case Study: From "Spaghetti Strategy" to Data-Driven Success – How One Travel Agency Transformed Their Marketing with Insightful
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The Problem: Throwing Spaghetti at the Wall and Hoping It Sticks
They were active on Instagram, TikTok, and Facebook, just like other successful travel businesses. Back in the early days, it worked. With over 12,000 Instagram followers and 5,000 Facebook followers, they saw strong engagement. Their posts consistently racked up likes, comments, and inquiries.
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But then, something shifted.
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Engagement plummeted. Posts that used to get hundreds of likes barely received 10-20 likes. Fewer people were commenting, and inquiries all but dried up.
The agency’s confidence took a hit, and their once-daily posts turned into sporadic attempts whenever they "felt inspired." Over time, the belief set in: "Social media just doesn’t work anymore."
Their website faced a similar struggle.
Traffic was unpredictable. One month it spiked, the next it fell off a cliff. The only thing they knew for sure was that when they were actively promoting on social or running ads, traffic rose. But as soon as they stopped, so did the momentum. They had no clear, repeatable system to generate leads.
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Their internal conversations became a cycle of questions with no answers:
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"Are we doing enough on social?"
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"Maybe we need more reels or stories?"
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"Is the website even working for us?"
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"Why are people clicking but not booking a call or signing up for our email list?"
Without clarity, their marketing strategy became a guessing game. Some wins, but mostly losses.
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The Wake-Up Call: Realizing Their Website Wasn’t "Working"
The Turning Point: Connecting Their Data with Insightful
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At first glance, they believed they had a “great website.”
It was visually appealing, mobile-friendly, and filled with beautiful travel photos.
But what they didn’t know was if it was actually helping their business grow.
They assumed visitors loved their website — after all, it looked great. But they had no idea:
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How long did people stay on the site? (Was it 30 seconds or 3 minutes?)
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Which pages visitors left without taking action (Was it the About page? The Services page?)
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If their calls-to-action were effective (Were people even noticing the "Book a Call" button?)
Their marketing felt like a game of chance, not strategy. They were tired of "guessing" and ready for clear answers.
Frustrated by the inconsistency and lack of clarity, the agency decided to try something different.
They connected their website, social media, and marketing platforms to Insightful—a powerful, all-in-one marketing data dashboard.
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Unlike other tools, Insightful pulled in data from multiple sources and showed it in one place.
No more logging in and out of Google Analytics, Facebook Ads Manager, or Instagram Insights.
It was all there, visualized in simple, easy-to-understand reports.
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For the first time, they could see patterns in their performance instead of reacting to "good" or "bad" weeks.
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Here’s what they learned after just 2 weeks of tracking their data:
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Website traffic spikes correlated with new social media posts — but the bump only lasted 2-3 days. This explained why their traffic felt "inconsistent."
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The Blog page had the highest time-on-site — Visitors who read blog content stayed 3x longer than those who landed on the homepage.
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60% of website visitors were on mobile devices — but 3 key pages were difficult to navigate on mobile.
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Their top traffic source was organic search, not social media — They realized their SEO was stronger than they thought, and social media wasn’t the main driver of visitors.
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Bounce rates were highest on the 'About' page — meaning people were leaving the site on that page without taking action.
THE
OUTCOME & LESSONS LEARNED
The Outcome: From Guessing to Growing
After 60 days of using Insightful, this agency no longer felt like they were "throwing spaghetti at the wall."
They had clarity, consistency, and control.
The Data-Driven Results:
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27% increase in traffic from their blog.
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18 new email subscribers from on-page opt-in forms.
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23% more client inquiries as a result of stronger CTAs and clearer navigation.
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16% lower bounce rate for mobile users, thanks to improved mobile UX.
For the first time, they had visibility into their entire customer journey.
They saw where people were coming from, what they did on the site, and why they left.
Lessons Learned
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If you’re stuck in the “spaghetti strategy” cycle, take a step back. Stop chasing vanity metrics. Start tracking actionable data.
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Here’s how this agency turned things around:
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Connected all their marketing data into Insightful for a clear, big-picture view.
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Focused on visitor behavior, not just social likes.
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Tracked website conversions and adjusted content accordingly.
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Prioritized mobile optimization to reduce friction.
No more guessing. No more wondering why something "used to work" but doesn’t now.
Want to see patterns in your website data like this agency did?
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Connect your site, social, and email tools to Insightful and get a clear plan for turning visitors into paying clients.
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Ready to go from spaghetti to strategy?
