Butlins boosts conversion and interactivity

Butlins' digital strategy for 2008 will focus on conversion via optimisation, and increased interactivity.

The holiday company has restructured its marketing department with
separate teams dedicated to acquisition, retention and conversion, with
online split between them.

Butlins has appointed Interwoven Optimost to increase visitor conversion

rates on www.butlins.com.

Interwoven Optimost will conduct testing on the homepage to determine
the best design to increase bookings.

Butlins takes around 40 per cent of its annual bookings online. This has
increased from around 16 per cent four years ago, according to online
conversions manager, Kate Brett.