Case Study: VacationRoost boosts landing-page conversions and revenue with Optimizely

Travel Site Revamps Landing Pages to Maximize Revenue

VacationRoost, a large North American wholesaler of vacation rentals operating over 20 sites, relies on targeted landing pages to funnel visitors into on-site search results, where customers are three to four times more likely to convert. Their challenge was to increase click-through rates from landing pages into those search results to lift overall site conversions.

Using Optimizely’s multipage testing and an iterative approach, VacationRoost ran the same experiments across groups of high-traffic “low-hanging fruit” pages to quickly identify effective changes—testing elements like security seals, CTA color and copy, page length, multiple CTAs, and mini-search filters. The outcome was higher CTRs and lower bounce rates across landing pages (notably a large orange CTA drove the biggest lift), with improvements rolled out sitewide for measurable increases in conversions.

VacationRoost

Ryan Hutchings

Director, Online Marketing