The company announced its new platforms which use CRO (conversion rate optimisation) and data-driven UX (user experience) systems this week.
They are designed to drive up conversion rates by optimising the front-end user journeys on its customers’ B2C travel websites.
The Glasgow-headquarter firm has been showcasing the systems at Travel Technology Europe 2017 in London.
CRO is the practice of using research, data and testing methods to identify small incremental improvements to a transactional website, which can help to boost sales, the firm explained.
The user experience phase involves the authoring of detailed mobile-first wireframes of the user journey.
Traveltek said it was currently collaborating with major UK clients to conduct wire-framing workshops, with information and data gathered used to test feasibility before high-fidelity mock-up designs are created and the technical development process gets under way.
Peter Whittle, global sales director, said: “With mobile penetration rates rapidly increasing and consumers increasingly using their smartphones or mobile devices to browse or book their travel plans, it is vital tour operators and travel agents review their device usage scenarios, in addition to the traditional desktop user journey.
“Mobile search journeys must be carefully designed to enable cross-device bookings to take place, which is why we are introducing new data-driven services and enhanced user-experience features to help our clients capitalise on the travel searches their customer make, regardless of which device they are using.
“Traveltek believes a mobile-first design strategy is imperative in today’s consumer-led climate and we are working closely with our global client base to ensure we get the user journey just right.”
He added: “This is not a one-off exercise, but will involve continuous research and collaboration to ensure the user journey evolves in sync with the customer profile – who is looking and booking and what devices they use.
“Ultimately, CRO and UX enhancements will not only improve user engagement, but encourage return visits and improve customer loyalty, which in turn will boost the bottom line.”
Traveltek are exhibiting at this week’s Travel Technology Europe exhibition (stand T184) held at London Olympia.
