TUI UK boosts ‘look to book’ conversion rates

Saturday, 18 May, 2007 0

TUI UK claims to have has increased online ‘look to book’ conversion rates by 80% following the re-launch of its hotel bookings website in March.

The operator’s e-commerce manager Paul Ramshaw said online bookings had seen a “dramatic increase” following a revamp of the site http://www.thomson.co.uk/thomson/page/ao/home/home.page .

Usability specialist Webcredible was selected following a four-way pitch to conduct usability testing and expert reviews on the new hotel bookings website prior to its launch.

Recommendations to maximise the effectiveness of the website and ensure users could quickly and easily look for, select and book a hotel without relying on a brochure were adopted.

The company has also assisted TUI UK in developing a holidays website, which will go live soon.

Ramshaw said: “We incorporated some highly innovative design concepts into the new hotel and package holiday websites and the usability testing was invaluable in helping us to maximise the online experience for our site visitors.

“By implementing Webcredible’s recommendations we have been able to realise a dramatic increase in both online bookings and conversion of browsers to buyers, helping to cement our position as one of the UK’s leading travel portals.”

Webcredible director Trenton Moss said: “In such a competitive market, it’s vital that travel companies make the online experience as easy as possible, from landing on the home page to final booking confirmation.

“Usability testing can be a huge eye-opener, enabling companies to witness first-hand if users struggle with what they had assumed were easy and intuitive tasks. By analysing the results of user’s reactions, travel companies can significantly enhance the effectiveness of their websites and in turn enjoy a high rate of return site visitors, increased sales and reduced pressure on call centres.”

by Phil Davies

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Phil Davies

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