Case Study: Teletext Holidays achieves higher web-to-call conversions and data-backed site optimization with Optimizely

Holiday Booking Platform Teletext Bridges Online-to-Offline Conversions with Optimizely

Teletext Holidays, a UK travel brand with over 20 years in business and thousands of holiday packages, relies on its website to drive interest while completing all transactions via a call center. The company’s challenge was linking online behavior to offline phone-call conversions to reduce funnel drop-off, increase web-to-call conversions, and eliminate manual inefficiencies — so the product team partnered with Optimizely.

Using Optimizely, Teletext runs continuous frontend experiments (layout, messaging, phone number placement) while programmatically syncing session-specific call data on the backend into Optimizely as custom event goals via API. This integration made experiments measurable against real offline outcomes (bookings, leads, offers redeemed), enabling data-backed decisions, faster deployments, improved web-to-call conversion rates, and a better overall user experience.

Teletext Holidays

Graham Farrugia

Director of Product, Teletext Holidays