ROI: MyTravel Redesign increases online Booking Conversion by 20%

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.'

The work on the MyTravel websites, which began in 2005 and will continue until autumn 2006, involved extensive user testing. Reviewers examined MyTravel websites and also the sites of its competitors. Findings were then cross-compared to establish the positive and negative aspects of website design for the travel industry. Data gleaned from customer surveys on websites in the MyTravel portfolio was also incorporated into the consultancy procedure.

In addition, the research team referenced market-leading websites from outside the travel industry. These provided benchmarks for successful site design with formats familiar to, and popular with, consumers. These included Yahoo, Amazon, John Lewis and the BBC.

The final phase of the site redesign, already underway and to be delivered during August and September, will involve further enhancements to MyTravel's websites. Richer content will be added in the form of additional relevant images, 360-degree virtual tours of resorts and accommodation, video footage, maps, weather, and greater detailed information on activities and facilities.

All change at the top for System Concepts
Source: System Concepts Ltd, 3 July 2009
 
Leslie Fountain has been promoted to joint Managing Director of leading usability consultancy System Concepts.

Life in UCD immortalised in fiction: you couldn't make it up
Source: UN, 2 July 2009
 
Sarah Herman's fictitious book on life in a user-centred design company has hit the shelves and The Guardian's book pages...

Interfaces Magazine - Issue 79: The Education Issue
Source: Interaction Group, 1 July 2009
 
The latest issue of Interfaces is now available as a free download from the Interaction Website.

Two new Behavioural research Tools from Noldus
Source: UN, 30 June 2009
 
Tool updates make on-site behavioural data collection easier.

Cell Phones that Listen and Learn
Source: MIT Technology Review, 29 June 2009
 
New software tracks a user's behavior by monitoring everyday sounds.

Top Six Don’ts for Usability Testing
Source: FutureNow Inc., 27 June 2009
 
Six tips for creating quality usability tests to ensure useful feedback from testers.

Usability: ‘Lovely software. But I can’t work it’
Source: FT.com, 26 June 2009
 
In a recent survey by Global Graphics, 77 per cent of office workers estimate they lose up to one hour a week because business software is difficult to use.

And what do you do?
Source: Dexo Design, 25 June 2009
 
How do you describe your job role? Here are the results of a recent 'Preferred UX/UI Title' Poll.

Most Doctors cite Usability as critical to Electronic Health Record Adoption
Source: TMCNet, 24 June 2009
 
It's all about 'meaningful use'.

Glossy monitors look good but can hurt
Source: QUT, 23 June 2009
 
A new advisory cites research which suggests high gloss monitors make users sit awkwardly.