UK holiday companyButlinshas begun usingwebsite optimisationsoftware as part
of its strategy to increase online bookings by at least five
percentage points in 2008.
"By the end of next year we expect to be well on the way to
having half our bookings being made online," said Kate Brett,
online conversion manager at Butlins.
An increased focus on the web and "converting" site visits into
actions like brochure requests and bookings was a key part of the
company's growth plans, she said.
The multivariable optimisation software, delivered by
Interwoven Optimost using
a software-as-service model, enables Butlins to test and record
visitor responses to different web page elements to identify the
most effective.
"Within two months of using the software, optimised elements
have achieved success rates up to 4% higher than the control," said
Brett.
Butlins plans to use the software to test multiple combinations
of text and graphics to identify the optimum web page designs from
millions of possible permutations.