Monday, August 14, 2006

ROI: MyTravel Redesign increases online Booking Conversion by 20%

Benefits of a intuitive navigational scheme and usability...

"Following major site redesign work, MyTravel, one of the UK's leading holiday and leisure groups with brands including Airtours, Going Places and Mytravel.com, is reaping significant improvements in online sales.

The three-phase redesign, developed in partnership with Foviance, has already resulted in a 20% increase in online booking conversion following the completion of the first two phases. Work on the third phase is to commence later this month.

The first phase, which went live in December, reduced booking times by up to 40% by simplifying the number of steps needed to book from eight to five. This resulted in a 10% improvement in conversion levels across all MyTravel's websites.

The second phase, which went live in June, involved a complete redesign of all sites, introducing a more intuitive navigational structure and better utilisation of page real estate. This has resulted in a further 10% improvement in conversion levels.

"The Internet is an increasingly important channel for us," said Russell Gould, director of Digital Marketing at MyTravel. "We have already experienced substantial growth via our digital channels over the last period with online sales growing from less than five per cent in 2004 to over 20 per cent since March this year."

'We first identified the areas where we could make the most immediate impact, said Russell Gould, director of Digital Marketing at MyTravel. 'The booking process was initially streamlined from eight steps to five and this, alongside the more recent changes to navigation paths, has resulted in us experiencing immediate improvements in conversion rates."   (Continued via Usability News)               [Usability Resources]

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