Ramblers Walking Holidays tracked a continual decline in average conversion rates across all primary media channels. This continued decline required us to perform a complete review of the website, customer needs and booking flow.

The approach

Due to the way in which the booking engine had been developed our first task was to rebuild the analytics account to accurately track bookings across a cross-domain platform. Once setup we then audited the data to highlight the main friction points currently impeding customer bookings.

With this data compiled we then added heatmap, visitor recordings and customer feedback forms to help us understand what issues the customers were having.

This data was compiled into a series of hypothesis for us to A/B and multivariate test, with minimal need for additional development resources.

The results

With a wealth of insights and test results, we created a series of recommendations which had been proven to deliver an increased conversion rate.

Working with the development team, we project managed the implementation of all recommendations, resulting in a more transparent and fluid booking funnel.

This resulted in:

  • A 30% YoY increase in booking conversion rates
  • An 11% increase in booking AOVs
  • A 7% reduction in bounce rates
  • Plus an accurate analytics dashboard

Increase in
booking conversion rates


Increase in
booking AOVs