Tour operators

TTE 2017: Traveltek to showcase conversion rate optimisation and data-driven UX tech

Posted by Phil Davieson
TTE 2017: Traveltek to showcase conversion rate optimisation and data-driven UX tech

Traveltek is showcasing services at this week’s Travel Technology Show in London to help its clients prepare for the boom in mobile travel searches and bookings.

The new features – CRO (conversion rate optimisation) and data-driven UX (user experience) – are designed to drive up conversion rates by optimising the front-end user journeys on its customers’ B2C travel websites.

CRO is the practice of using research, data, and testing methods to identify small incremental improvements to a transactional website, which drives up sales and delivers a better return on investment.

The user experience phase involves the authoring of detailed mobile-first wireframes of the user journey.

Traveltek is currently collaborating with major UK clients to conduct wire-framing workshops, with information and data gathered used to test feasibility before high-fidelity mock-up designs are created and the technical development process gets underway.

Global sales director Peter Whittle said: “With mobile penetration rates rapidly increasing and consumers increasingly using their smartphones or mobile devices to browse or book their travel plans, it is vital tour operators and travel agents review their device usage scenarios, in addition to the traditional desktop user journey.

“Mobile search journeys must be carefully designed to enable cross-device bookings to take place, which is why we are introducing new data-driven services and enhanced user-experience features to help our clients capitalise on the travel searches their customer make, regardless of which device they are using.

“Traveltek believes a mobile-first design strategy is imperative in today’s consumer-led climate and we are working closely with our global client base to ensure we get the user journey just right.”

He added: “This is not a one-off exercise, but will involve continuous research and collaboration to ensure the user journey evolves in sync with the customer profile – who is looking and booking and what devices they use.

“Ultimately, CRO and UX enhancements will not only improve user engagement, but encourage return visits and improve customer loyalty, which in turn will boost the bottom line.”

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