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Online booking optimisation for award-winning UK holiday parks

  • Sitecore
  • Leisure attraction
  • Design
  • User experience

Operating 35 award winning holiday parks across the UK, Haven is Britain’s largest provider of domestic holidays in the UK. Catering for an array of ages, interests, and demands, Haven’s online portal is the starting point of an increasing majority of customers looking to book that all important escape. So with that in mind, Haven called on us to optimise their booking engine to improve user experience and increase conversion rates.


Haven set a goal of increasing online conversions by 0.19% – a target that we were confident of hitting. We started by conducting our own secondary research, looking at the current website’s booking engine and detailing ways that we could improve the process. We also researched key customer needs, requirements, and behaviours throughout the entire online journey, pinpointing exactly how the experience could be streamlined and simplified to reduce bounce rates and increase completed conversions.

User journeys

We evaluated the website, determining two main user journeys: education and action. We discovered that the ‘education’ journey included researching holidays as a means of making an informed decision before booking, while the ‘action’ journey involved the actual purchase of a holiday online. While we were initially briefed to improve the checkout process, our research showed that addressing user journeys would be highly beneficial to the overall success of the website.

User testing in the UX labs

User testing for design

A two-phased digital strategy was implemented to tackle this project. One phase was designated for quick wins, and was created as a means of enabling immediate traction that didn’t require any primary research. This meant that we could apply rapid but thorough solutions in order to positively affect conversion. The other phase was evidence-driven, and involved further user testing on the existing website to generate insights for redesign.

Meeting and beating the brief

At the end of the quick wins phase, the optimised designs resulted in us significantly beating the 0.19% conversion rate goal and dramatically reducing sales drop-off rates. The key to achieving this was the cross link between the education and action user journeys. By integrating the two, we successfully managed to streamline user journeys. For instance, visitors to the site can now find out all about pricing information during the action phase, and can additionally draw information about a holiday into the checkout process – all without having to leave the action journey.

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