Uncovered $1.4M in Recoverable Revenue — Terra Nova

The Problem

Terra Nova is a premium Antarctic expedition operator in a high-stakes market. Bookings range from $8K to $40K per person. The product was strong — a genuinely differentiated all-inclusive model, a small purpose-built fleet, and healthy demand signals.

Direct bookings were not strong.

Visitors were spending 3+ minutes on trip pages, reading everything, clicking Book Now. Then disappearing. The conversion data did not match the engagement data. Terra Nova engaged Conversion Haus to find out why.

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What We Did

The audit included the following items

1. Full ICP deep dive
2. Website performance overview
3. Full funnel audit
4. Individual page breakdown
5. Competitor analysis
6. Prioritise fix list

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What We Found

The audit surfaced $1.4M in abandoned booking value across 28,000+ site visitors. Three findings explained it.

The site was inspiring people, not converting them.

The funnel showed a 64% drop-off between the trip exploration stage and the next step. 1,899 visitors clicked Book Now. Only 7% of those started a booking. The site was generating desire but not resolving the objections standing between interest and commitment — cancellation flexibility, physical requirements, deposit structure. Questions were building. Answers were not there.

The highest-value conversion path was nearly invisible.

When bookings were split by type, the sales-assisted path had 33% lower abandonment, higher confirmation rates, and higher average booking value than self-serve checkout. But only 0.22% of visitors ever reached the enquiry form. The site was routing almost everyone toward the path that converted worst.

Eight trust gaps were actively suppressing conversions.

No reviews yet meant every other trust signal — crew credentials, environmental certifications, press coverage, founder story — had to carry more weight. None of them were prominent enough. The all-inclusive pricing differentiator was buried. Ship photography dominated over the shore experience visitors were actually buying. Objection content for Drake Passage conditions, fitness requirements, and cancellation terms did not exist anywhere on the site.

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