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Using an ongoing partnership to continually increase conversions

The Objective:

• Identify quick wins that will improve website performance in the short term
• Work towards a wholly user centre designed website
• Bring customers a truly engaging and ultimately profitable online experience

The Results:

• 10 quick wins were established just from an initial expert evaluation
• Implementing the quick wins resulted in a 90% increase in conversions
• Bunnyfoot have been partnering with Virgin Holidays for 2 years now
• Implementing Bunnyfoot's interaction designs led to upgrade/upsell targets being hit for the first time ever for flights and board basis
• Bunnyfoot's proven results have led to other exciting projects across the group

The Work

The travel sector is highly competitive, where even the experience of booking is a key part of the holiday. We have had an ongoing relationship with Virgin Holidays for 2 years, allowing us to integrate a variety of methods to gain the best results.

Starting with a simple expert evaluation was a clear introduction to Bunnyfoot's services. Highlighting the quick wins through established guidelines and our own experience led to quick, actionable changes that yielded immediate results.

Bringing the users on board was the clear next stage for getting results. Looking at how they use the existing channels of marketing, this is more than just about their interaction with the website. Watching how users interact and sitting with call centre staff gave us a deep insight into their behaviours. This feeds into more focussed areas of change that can still be implemented with minimum effort and cost.

Taking on board everything we have learnt about that customer, what they like about the site, what they like about the competitors and bringing it all together with their needs and aspirations to create original content.

Bunnyfoot provide the tools to build structure onto. We look at who the customers are through personas and sketch out the kind of information they will be looking for through and in what language they would look for it in. We provide a basic skeleton of the website and test the prototypes to ensure we are hitting the nail on the head.

At the end of it, Virgin have all the tools they need to build a website, with Rent-a-Guru support throughout the design.