Virgin Holidays is claiming a 25% increase in online sales conversions following the first stage of a long-term redesign of its website.
The initial work carried out by software and design agency Zolv began with the homepage but has since been extended to include other areas of the site.
Virgin said the uplift in conversion began six months ago and has steadily increased as new elements to the site have been added.
Website operations manager Steve Evans said: “We needed to produce a site that was as simple as possible for our customers to use. Hence the imagery was made larger, the navigation easier and the whole user journey considerably enhanced.
“Additional search criteria were also added such as the ability to search by region or country through maps and drop downs.
Virgin and Zolv have also included what they call “clearer pricing and transfer options” for users as well as an increase in SEO-friendly promotional activity and content.