2. TUI Poland
•  TUI Poland is part of the world’s
biggest tourist concern - TUI Travel
PLC – quoted on the London Stock
•  TUI Poland owns 63 representative
•  A complex presentation of the offer
is available on the Website, which
also allows for online reservations.
The clients are also welcome to use
the call centre.
•  TUI’s offer includes: charter vacation,
hotel reservations, ﬂights, car rentals
and much more.
•  Increasing online sales
Increasing revenue from each single sum of money spent on marketing.
Introducing new trafﬁc sources.
•  Increasing the effectiveness of the online channel
More visible clients’ engagement, higher conversion rates.
Introducing new services and products available online.
•  Introducing new trafﬁc sources and optimization of the current
•  Conversion optimization on the Website.
4. Conversion Optimization
Testing and Redesign of
The aim of our work at this stage was to rebuild TUI’s Webstie based on the results of our
usability tests. We designed and run a series of tests which helped us achieve this goal.
In order to get the tips necessary to design a new page layout, we carefully chose the accurate
tools for usability tests.
2a. Statistical analysis
2b. Expert audit
2c. Eyetracking tests
6. 1. Demands Analysis
•  First, we learned about the business demands and technical
•  Then we met with people responsible for the product,
communication and preparing the offers, customer service,
technology and development.
•  Moreover, we did a thorough recognition of the branch, we read
articles, reports and met with independent experts on the tourist
•  Armed with this knowledge, we could go to the next step – the
analysis of the Website.
7. 2a. Statistical Analysis
•  Trafﬁc analysis based on statistics provided by Google Analytics
let us detect usability and communication problems at a large
scale – thanks to the statistics, we had hard data regarding
particular elements and subpages.
•  What is more, we were able to recognize the elements which were
OK and did not need considerable modiﬁcations. To get the full
picture, we just needed a couple of additional tests, which are
Some of the landing pages, especially special offers, have too high bounce rate.
The Website does not use the pottential of the opinions – the users use them relatively rarely.
[…] The users get to this Website by chance, not planing to enter the transactional process, and
back off quickly.
8. 2b. Expert Audit
•  The analysis, run by a couple of independent experts, allowed for
the estimation of the Website regarding usability.
•  Apart from detecting errors and problems connected with
usability, we enriched the analysis with complex recommendations
based mainly on the tourist ﬁeld. We also got the chance to learn
about competition and benchmarks worldwide.
9. 2c. Eyetracking Tests
•  The golad of eyetracking test was to detect usability problems.
•  Thanks to the equipment monitoring points of the biggest
interest (sight ﬁxation) on the Website, we could observe what
draws attention and what remains unnoticed. The test was
qualitative. The eyetracker was rented from Eyetracking.pl
The frequency used to gather data
reached 120 Hz, which, combined with
the possibility to move one’s head
freely, allowed us to get valuable data,
resembling closely natural settings.
10. 2c. Eyetracking Tests
An example of the first
minute spent by the user on
the home page while
performing a task to find a
An example of eyetracking path. The dots
mark the points of fixations (the bigger the
dots, the longer the fixation lasted). The
links between the dots represent saccadic
11. 2d. Expert Consultations
•  Apart from tests, analysis and reading a number of
reports and articles, we followed the advice of our
befriended experts from the tourist business.
•  They helped us understand this business and we often
used their support when making project decisions.
12. 3. Conclusions and
Why so many tests?
•  Conclusions and recommendations allowed us to come
up with a new conception.
•  Each tool was supposed to recognize a different
fragment of the whole.
•  Conclusions drawn from eyetracking tests conﬁrmed
earlier statistics and recommendations from expert
analysis were a source of ideas for the designers.
13. 4. Interactive Wireframes
Having gathered conclusions and recommendations, we started designing, which
effected in interactive wireframes. We prepared over 20 prototypes and
designed over 30 different looks representing key subpages. .
Subpage of an offer
14. 5. Graphic Design
Once the interactive wireframes were done, we got down to create graphic
design. We wanted it to be fresh and modern, with a clear interface.
Subpage of an offer
15. The main changes:
The search engine is crucial
According to the tests, the search engine was the crucial element of the Website. It
is responsible for guiding the majority of the users to the proper offer. In its previous
form, the search engine was somewhat problematic, especially regarding nonintuitive options and the very way it worked. What was more, the search engine was
not visible enough.
16. The main changes:
The search engine is crucial
We proposed some changes. The search engine is wider and takes exactly half of the
page’s width. In the second part, there is a dynamically scrolled banner presenting the
newest offers. It also serves as a visual refreshment. We improved the search ﬁelds
based on earlier analysis to make them more intuitive and effective.
17. The main changes:
Can I place an order here?
The former version of the Website did not suggest that it was possible to
buy a holiday on it. In response to that, we prepared simple and clear
copywriting texts suggesting reservations and added an attractive
information section to the home page.
18. The main changes:
How to put all this information on the
The former version of the Website presented only w few offers. We decided to
change it, designing a large element in the form of bookmarks, which enabled
us to put over 100 offers in one place.
19. The main changes:
Megadropdown menu type is cool,
but is it always?
After our observation of the users and many discussion within our team, we
decided to remove the megadropdown menu. Thanks to this simpliﬁcation,
the users can move around the Website much more freely.
20. The main changes:
The users like to compare offers- lets make
it easier for them.
The nature of the business, with its numerous parameters and standards of their
marking, causes the offers to be very difﬁcult to compare, while the users often
compare in order to pick the best offer. The particular options are often an individual
matter and the users are often wiling to pay more for some facilities. To make it
easier for the users to compare offers, we designed a new layout of the offers’ list.
Dynamic ﬁlters, readable results and new icons of facilites increased the effectivenss
of searching and comparing the offers.
21. The main changes:
A transformed process of ordering
Thanks to the wholly new process of booking, the users can indicate the options they are
interested in and see how the price changes respectively. Moreover, right after entering the
offer’s subpage, the total price is visible, which makes the ordering process run much more
22. The main changes:
Reservation in 3 simple steps
Three steps of reservation, already present on the previous
version of te Website, turned out to be truly easy to go through.
So we decided to make only a couple of changes to improve the
visual side and usability.
23. The main changes:
Implementing social opinions
• Implementing the possibility to add and share opinions, based
on Facebook mechanisms
• Lowering entry barriers – making the process of adding an
opinion much more easier
• Drawing new users (each opinion published on a user’s wall)
•  Increasing users’ engagement
(accompanied by the increasing
number of page visits)
•  Increse of an average number of pages
per visit from 6,78 to 10,43
•  Increase of an average time spent on the
Website from 4:12 to 4:56
•  Decrease of bounce rate from 27,55% to
•  The bounce rate for the subpages of the
offers decreased from 9,45% to 6,4%
•  The bounce rate of search results
decreased from 11,59% to 4,19%
•  Conversion (accompanied by the
increasing number of page visits)
•  Conversion rate increased by 150%
Optimization of Traffic
26. We start from the audit of the current
•  Sales are generated only by the branding campaigns.
•  70% of the page visits coming from CPC are single visits.
•  Meanwhile, as much as 16% paid reservations needed at least 12
27. Organization of the Campaign
•  Recommendations are quality-oriented
(Quality Score). Quality Score:
•  Inﬂuences the actual CPC of the keywords.
•  Serves estimating rates for the ﬁrst-page result.
•  Determines whether a keyword is right.
•  Inﬂuences the ad’s position in the ranking.
•  Working on the Quality Score lowers the costs of AdWords and
simultaneously retains or increases trafﬁc.
Example: Egypt – creating separate ad groups with separate keywords (holiday, vacation), separate
for „last minute” for the hotel-connected keywords. Such a division allows one to create better ad
texts and more diversiﬁed landing pages.
•  Matches – in an ad group, often one word is
used in 3 matches.
–  We suggested preparing keywords – from the
more general to detailed – and giving them
different types of maches (broad match, phrase
match, exact match). Simultaneously, the list of
mutually exclusive keywords should be constantly
updated, especially in the groups where there are
keywords in the broad match.
•  Mutually exclusive keywords
–  Currently, the campaign and ad groups have very
little mutually exclusive keywords deﬁned. In the
case of general keywords and broad match (e.g.
Chech Republic, China, Bali), tha ads are displayed
and generate clicks in response to searched
phrases totally unconnected to the offer.
Phrases that generated clicks
•  Spanish jobs
•  Czech coal
•  Czech Republic prices of
•  Leopold Staff description of a
journey to Italy
•  Madera doors
•  Mexico weather
•  Wooden houses
•  Beijing warehouses
•  Kubus games
•  Beijing coordinates
•  United Arab Emirates
29. Examples of Recommendations
•  Developing the list of mutually exclusive keywords
•  Modiﬁcation of the types of matches for the current keywords
•  LP modiﬁcations – e.g. by using ﬁlters to understand better what a
user was looking for while typing a given phrase (better LP match to
the searched phrase)
•  Retargeting – as a method to use CPC to sale
•  Testing more attractive ad texts:
–  If an add includes % , CTR is over 3x better – 9,72% vs. 2,92%
–  Words such as special offer, see, check do not work.
Words „last, cheap, cheaper, discount, all inclusive” do work.
30. Constant Campaign Optimization
•  Each channel that leads a user to the Website has to be analyzed with
respect to its role in conversion rate at every stage.
•  The procedure in each ad group with the phrase match should go as
–  Adding a new keyword.
–  After a given time – analysis of the ad’s results for the keywords. While analyzing, a
list of the phrases typed by the users, which provoked clicking on a given ad, should
always be checked. In the case of keywords with the phrase match, often one word
in the campaign is linked to several or even several dozen different searched
•  Marketing (sales campaign)
–  Increase of CTR of the ads from 3,21% to 5,24%
–  Lowering an average CPC from 0,73 to 0,61
–  Considerable growth in the number of page visits
•  Increase of user engagement (accompanied by the increase of
–  Increse of an average number of pages per visit from 6,78 to 10,43
–  Increase of an average time spent on the Website from 4:12 to 4:56
–  Decrease of the bounce rate from 27,55% to 22,54%
•  Conversion (accompanied by the increase of page visits)
–  Conversion rate grew by 150%.