Streamlining UX Increases Conversion By 20%

Jared Spool

September 8th, 2006

More evidence that streamlining the user experience can impact the bottom line:

The first phase, which went live in December, reduced booking times by up to 40% by simplifying the number of steps needed to book from eight to five. This resulted in a 10% improvement in conversion levels across all MyTravel’s websites.

The second phase, which went live in June, involved a complete redesign of all sites, introducing a more intuitive navigational structure and better utilisation of page real estate. This has resulted in a further 10% improvement in conversion levels.

“The Internet is an increasingly important channel for us,” said Russell Gould, director of Digital Marketing at MyTravel. “We have already experienced substantial growth via our digital channels over the last period with online sales growing from less than five per cent in 2004 to over 20 per cent since March this year.”

ROI: MyTravel Redesign increases online Booking Conversion by 20% (via Usability News)

2 Responses to “Streamlining UX Increases Conversion By 20%”

  1. Robbin Steif Says:

    Jared – any other hard ROI-and-usability cases you can point to or share? They are always helpful when making the case for usability.


  2. UX Designer’s Quick Reference | butlerhouse Says:

    […] Streamlining UX Increases Conversion by 20 Percent – Jared Spool […]

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