Leading holiday price comparison site icelolly.com has increased overall customer conversion by nearly 20% following user experience workshops and extensive research into the functionality of its website.
During the course of their UX research, the product team at icelolly.com quickly realised that many best practices for usability were not necessarily right for their visitors. Using findings from the workshops as a starting point, the team identified specific areas where the site was under performing and designed alternative versions for testing.
Split tests were implemented on key call-to-action buttons across the website, using increased search volumes, click-through rates, revenue per session and calls as indicators of success. The impact of each change was measured and monitored closely by icelolly.com’s analytics team.
From almost 100 tests in the past year, key findings were that:
- Editing copy on the holiday filter button increased click-through by 18%
- Trialling call-to-action options based on specific customer motivators found that an ‘expertise-focused’ call to action increased conversion by 17%
- Formatting the layout of the hotel pages in line with feedback from UX workshops increased conversion by 9%
- Enlarging the search bar on the home page increased the volume of searches by 3%
- Changing the colour of the call button increased calls by 2%
- Creating a large ‘View Deal’ button on the search pages increased click-through by 8%
Tony Iacobucci, Chief Technical Officer at icelolly.com, said: “As a business, we are continually testing and using data to make our customer experience as exciting and user-friendly as possible. Not only has this greatly improved the icelolly.com offering, but it has been a major driver in helping limit the impact of today’s challenging market. These results clearly indicate that through understanding the psychology of the consumer and the journey each person takes through the website, customer conversion and click-through can be greatly increased. This benefits our users and advertisers alike.”
Senior Account Executive, MC2
0161 236 1352
Notes to editors
Founded in 2005, icelolly.com is today one of the UK’s leading holiday price comparison websites, with more than 20 million visitors each year.
Customers can compare 130 million great deals on package holidays from some of the top travel companies every day. Booking is simple, fast and safe – all a holidaymaker has to do is call the phone number provided and they will be connected to a dedicated travel agent advertiser partner, who will process their reservation as well as provide all the required information.
Being able to compare deals from more than 30 different Travel Agent Partners, who add their latest offers daily, allows customers to save money on their holiday booking, making icelolly.com a firm favourite with British families.