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Client case study

Added ( 14-03-2008 )

 

The Foolproof treatment helps Hoseasons daily web sales surge by up to 80% year on year

Hoseasons recognised that its existing website was not performing as well as it should but did not know what the core problems were. Foolproof was called in to help them understand the user experience issues they needed to overcome.

The brief was to review their existing website across all their holiday types, and to make recommendations for revisions to the site's design, navigation and functionality in readiness for the 2008 booking season.

Foolproof was asked to manage this redesign programme in its entirety, working with the Hoseasons web development team. The project began with an expert review to compare each holiday type against two major competitors to establish a benchmark score of site performance. Following the expert review, user research depth interviews with a representative sample of customers probed how they shopped for holidays online and in particular their usage of the Hoseasons site. The research & booking process was examined for all the holiday types offered, including parks & lodges, boating holidays, and cottages in the UK & Channel Islands – and later taking in their Villas in Europe programme.
The user insights gathered from both the depth interviews and from the expert reviews yielded a series of recommendations which were fed into a 'development workshop' and these led onto the development of wireframes for all the holiday types. As a result of the project, a new home page was designed to help visitors easily identify the holiday type they were looking for. In addition, new landing pages and sub-pages for each of the holiday types were developed, as well as new pages for the search and booking process.

Outcome?
A completely redesigned and reworked website, delivering dramatically improved conversion levels to leverage year-on-year increases in daily web sales of up to 80% on the traffic from Hoseasons significantly up-weighted 2008 online marketing campaign.

Hoseasons Marketing Director Tim Fullam said of the project: "During the 12 months or so that we have worked with Foolproof, they have become trusted partners and an integral part of our web team. Their expertise has enabled us to ensure that our website matches the objectives of our overall online plans - to position the web firmly at the hub of our future distribution strategy, and to ensure that our online presence successfully meets the ever more demanding needs of both our customers and our business in general."

www.hoseasons.co.uk

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