Traveltek Group is rolling out data-driven UX (User Experience) and CRO (Conversion Rate Optimisation) services to help its clients prepare for the boom in mobile travel searches and bookings.

The Glasgow-headquartered firm says the new features will drive up conversion rates by optimising the front-end user journeys on its customers’ B2C travel websites.

It’s all part of travel technology specialist’s on-going “mobile-first” design strategy, according to Peter Whittle, Director, Global Sales, Traveltek Group Ltd.

“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,” he explained.

“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.”

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.

During the ‘Discovery’ phase, initial research methods used include statistical analysis, heat-mapping, controlled lab/remote user testing, and then later A/B split and multivariate testing. Competitor and customer research is also conducted and in-depth customer personas are created to help identify key audience segments.

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.

“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,” said Whittle.

“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.”

Traveltek will be exhibiting at this week’s Travel Technology Europe (stand T184) at London Olympia.