Contiki Holidays is the worldwide leader in travel for 18-to-35 year-olds. With a millennial audience, Contiki’s website visitors are digital natives with high expectations for a streamlined and intuitive user experience.
As Head of Digital Marketing at Contiki, my role involved developing user-testing and customer research projects to understand the customer holiday research and buying process. By understanding how users browse and search for their ideal holiday and building personas around travel interests, we were able to define UX solutions driven by simplicity, engaging content and personalisation.
Working closely with UX designers, product managers and the content team my role involved leading a number of website redesign and optimisation projects with a holistic approach to driving growth and optimising conversions, ultimately increasing booking conversions. Projects included;
Homepage redesign: As the front door to the website, the goal of the homepage redesign was to create an engaging and interactive showcase of what Contiki is all about and how easy is to travel with us incorporating new #NoRegrets messaging and product USPs.
Product page funnel: The trip page is the key entry point in the conversion funnel for bookings. Through the implementation of conversion rate optimisation project, we developed primary metrics and implemented A/B testing to drive an increase in booking conversions by 18%.
Last Minute Deals: With a yield driven revenue model, last minute promotional deals are key to maximising trip profitability. Working with a UX designer, we developed two concept designs which were A/B tested to receive real-time performance metrics and to select a winning design.