Analytics Expert Blog

First Choice Ski, part of the TUI Travel group, has just produced a case study of their web analytics efforts in conjunction with Yahoo! Web Analytics.  You can click here to download the PDF version, but here are the highlights from Simon Rigglesworth and Penelope Bellegarde:

“We can honestly say that the quality and features in YWA easily equal, and in some areas are a lot better than paid-for packages.”

“The homepage experienced an 18% decrease in bounce rate.”

“The number of sales driven by the homepage increased 266%.”

“We think that Yahoo! Web Analytics really puts other vendors to shame.”

First Choice Ski is a promotion and content-based travel website and operates in an extremely competitive space.  They therefore needed to optimize their website and connect with their visitors who arrived to research and select holiday destinations.  Using Yahoo! Web Analytics, First Choice Ski measured internal campaigns, examined traffic sources and calculated metrics.  Their investigations led to a complete redesign of the site’s homepage and they “are now generating quantifiable, actionable, data-driven processes for prioritizing and reviewing website developments.”