Case Study: Forge Holiday Group achieves a 5.3% increase in checkout completion with Contentsquare

How experimentation and testing helped Forge Holiday Group boost checkout completion by +5.3%

Forge Holiday Group, the parent company behind brands like Sykes Holiday Cottages and Forest Holidays, wanted to improve its digital customer experience and reduce friction in the checkout journey. Using Contentsquare’s Experience Analytics, the team identified that customers were dropping off late in the payment flow, especially on the final payment page.

Contentsquare helped Forge Holiday Group test and refine the checkout through three A/B experiments, using Journey Analysis and Heatmaps to guide changes such as removing unnecessary content, clarifying pricing, and adjusting formatting. The result was a 6.5% reduction in payment page exit rate, a 7.5% increase in call-to-action interactions, and a 5.3% boost in funnel completion, while also improving customer understanding of pricing clarity and checkout usability.

Forge Holiday Group

Jon Parsons

Customer Tribe Lead