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Sales Optimization in TUI Poland

TUI Poland is part of the world’s biggest tourist company – TUI Travel PLC – listed on the London Stock Exchange. TUI Poland owns 63 representative offices.


The key project goal was increasing online sales, including increasing revenue from
each single sum of money spent on marketing and introducing new traffic sources.

Another desired goal was increasing the effectiveness of the online channel – more
visible clients’ engagement, higher conversion rates.



Our strategy covered increasing the new traffic, as well as its conversion. Actions:

  • Conversion optimization on the website,
  • Introducing new traffic sources and optimization of the current ones.


Conversion optimization

First, we learned about the business demands and technical limitations. Afterwards, we met with people responsible for the product, communication and preparing the offers, customer service, technology and development.

Moreover, we did a thorough recognition of the branch, we read articles, reports and met with independent experts from the tourist industry. Armed with this knowledge, we could make the next step – the analysis of the website.

Traffic analysis based on the statistics provided by Google Analytics allowed us to detect usability and communication problems at a large scale – thanks to the statistics, we had hard data regarding particular elements and subpages. What is more, we were able to recognize the elements that did not need considerable modifications.

The analysis, run by a couple of independent experts, allowed for the estimation of the website regarding usability. Apart from detecting errors and problems connected with usability, we enriched the analysis with complex recommendations based mainly on the tourist industry.

The goal of eyetracking test was to detect usability problems. Thanks to the equipment monitoring points of the biggest interest (sight fixation) on the website, we could observe what draws attention and what remains unnoticed.

The test was qualitative. The eyetracker was rented from Eyetracking.pl. Apart from tests, analysis and reading a number of reports and articles, we followed the advice of our befriended experts from the tourist industry.

Conclusions and recommendations allowed us to come up with a new concept. Each tool was supposed to recognize a different fragment of the whole. Conclusions drawn from eyetracking tests confirmed earlier statistics and recommendations from the expert analysis and were a source of ideas for the designers.

Having gathered conclusions and recommendations, we started designing, which effected in interactive wireframes. We prepared over 20 prototypes and designed over 30 different looks representing key subpages.

Once the interactive wireframes were done, we got down to creating graphic design. We wanted it to be fresh and modern, with a clear interface.According to the tests, search engine is the crucial element of the website. It is responsible for guiding the majority of the users to the proper offer.

In its previous form, the search engine was somewhat problematic, especially regarding non- intuitive options and the very way it worked. What is more, the search engine was not visible enough.



Increase of user engagement (accompanied by the increase of page visits)

  • Increase of an average number of pages per visit from 6,78 to 10,43
  • Increase of an average time spent on the website from 4:12 to 4:56
  • Decrease of the bounce rate from 27,55% to 22,54%

Conversion (accompanied by the increase of page visits)

  • Conversion rate grew by 150%.