MYTRAVEL has carried out a redesign of its websites to improve conversion rates by 10%.


MyTravel’s websites are already experiencing record traffic figures, jumping above First Choice and Thomas Cook into fourth place with more than 5% of the travel market in Hitwise’s official May figures.


The sites – including Mytravel.co.uk and Airtours.co.uk – now have one million visits a week, double the traffic of last April.


Director of digital marketing Russell Gould said the redesign – to make the sites cleaner and easier to navigate – is to further increase the number of online bookings.


He claimed the sites took more bookings on the first day of the relaunch than on any of the previous seven days and their position on natural search engines had improved because they are easy for search engines to read.


“I was surprised by the first day’s success. I didn’t think conversion rates would improve so quickly,” Gould admitted.


The sites have been revamped with the introduction of three columns instead of a search facility surrounded by banner offers.


“Consumers switch off from anything that looks like a banner advert,” added Gould.


Meanwhile, homepage tabs to enter areas of the site have been reduced from 23 to 10 and moved to the top of the page.


Hotel details, maps and weather will be added by the end of the year.