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TUI: Conversion optimization + new traffic sources



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



The key project goal was to increase online sales, including increasing revenue from each single sum of money spent on marketing and introducing new traffic sources. Another desired goal was to increase the effectiveness of the online channel – more visible client engagement, and higher conversion rates.

Increase in conversion rate 150 %



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

  • conversion optimization on the website

  • introducing new traffic sources and optimization of the current ones


Conversion optimization:

  • fundamental research

  • website analysis including i.e. eyetracking tests

  • detecting errors and problems

  • complex recommendations

  • creating prototypes - interactive wireframes

  • creating graphic designs


According to the tests, the search engine is the crucial element of the website. It is responsible for guiding the majority of 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.

Improvement in the bounce rate 54 %



Increase in user engagement (accompanied by an increase in page visits):


  • increase in the average number of pages per visit from 6.78 to 10.43

  • increase in the average time spent on the website from 4:12 to 4:56

  • decrease in the bounce rate from 27.55% to 22.54%

Conversion (accompanied by an increase in page visits):


  • conversion rate grew by 150%


Increase in the average number of pages per visit 18 %

Technologies and solutions used in TUI project


Modern JS

User Experience Design

Digital & eCommerce Analytics

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