Le Grand - Digital and Commercial Growth
CLIENT
Le Grand Bus
INDUSTRY
Tourism & Experiences
ROLE
Digital Strategy & Growth Lead
SERVICES
Strategy, Web, UX, SEO & Paid Media
Transforming Le Grand’s digital experience into a commercial growth engine
Le Grand is a premium London sightseeing and dining experience built around a distinctive double-decker bus.
Following the introduction of a refreshed brand identity, the business needed more than a visual website update. The website, booking journey, advertising and tracking needed to work together more effectively.
I led the commercial and digital transformation, connecting the brand, customer journey, website and paid campaigns around one objective: converting more interest into bookings and revenue.
The project included a complete review of the website structure, user journeys, campaign landing pages, tour information, private-hire enquiries, booking integrations, search visibility, tracking and paid-media performance.
The website was redesigned with a cleaner visual system, clearer content hierarchy and more intentional customer journeys. Dedicated pages were introduced for tours, itineraries and private hire, helping visitors reach the right information and take the next step more easily.
Behind the scenes, the project also addressed broken links, domain redirects, SEO metadata, booking integrations and campaign tracking. Paid advertising was restructured and optimised alongside the website improvements so that traffic, customer experience and commercial performance worked as one connected system.
Strong demand, but a broken route to conversion
Le Grand was investing approximately £10,000 in advertising but generating only around £4,500 in tracked revenue. This represented a return on ad spend of just 0.45x, meaning the campaigns were returning less revenue than the amount being spent.
The issue extended beyond advertising. The website contained unclear customer journeys, broken or outdated links, domain-redirection problems and unnecessary visual movement.
Visitors needed clearer routes to understand the available experiences, compare tours, make a booking or submit a private-hire enquiry. Tracking and attribution issues also made it difficult to understand which campaigns and customer journeys were producing meaningful results.
The challenge was not simply to create a better-looking website. It was to repair the complete journey from discovering Le Grand to completing a booking.
From 0.45x to 6.8x ROAS in two months
The project brought the website, booking journey, tracking and paid campaigns into one connected commercial system.
Within two months, return on ad spend increased from 0.45x to 6.8x. This represents a 15.1x improvement in advertising performance—equivalent to approximately 1,411% growth in ROAS.
Before the transformation, every £1 spent on advertising was returning approximately £0.45 in tracked revenue. Following the changes, every £1 was returning approximately £6.80.
The wider result was a clearer and more premium website, stronger campaign landing pages, improved booking routes, repaired technical foundations and a more useful private-hire enquiry journey.
The work demonstrated that stronger advertising performance did not come from changing campaigns alone. It came from improving the full commercial journey between the advertisement, website experience and final booking.
