Park Holidays UK - Case Study

This is the second iteration of the Park Holidays UK site, following the successful 2009 launch of the first. The emphasis this time around was two-fold – improve conversion through usability and reduce spend by creating a flexible content management system.

Breakdown

Creative 60/100%
Technical 80/100%
Strategy 20/100%

Features

Clear Journey

Our usability work identified the need for a clearer definition between the three strands of the business – holidays, caravan sales and touring. The home page offers the user an obvious starting point.
Booking Process

We also noticed a sharp drop off during the booking process which was via a third party initially. By integrating this using an API, the booking process became seamless. It also allowed us to step the process which made the form slightly less daunting.
Interactive Map

People like to browse in different ways. The interactive Flash map is fun, on brand and engaging.
CMS

A granular, template driven CMS is in full force behind the site allowing a range of administrators to easily manage content around a flexible yet framed structure. For example, each element on the page is editable, but within the grid it sits in. Hence, the consistent look will remain, but pages may be altered in terms of their elements. The CMS also populates a series of micro-sites.