Butlins plans to grow through online sales

UK holiday company Butlins has begun using website optimisation software as part of its strategy to increase online bookings by at least five percentage points in 2008.

UK holiday company Butlins has begun using website optimisation software 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.




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