Virgin Holidays has seen a 25 per cent increase in online sales conversions since the relaunch of its website.

The operator began work with software design company Zolv initially on the homepage, then decided to redesign the entire site.

Website operations manager Steve Evans said: “It has been a long programme of work. We started off by testing the site with customers and fixing the glitches that stop people completing their bookings.”

Further improvements included making the imagery larger, the navigation more straightforward and displaying clearer pricing options.

Additional search criteria is now available, enabling users to search by region or country using maps and drop down menus. Combined with promotional activity, this has prompted a 25% increase in the site’s sales conversion rate over the last sixth months.

Evans added: “Travel companies are often guilty of using jargon they assume people will understand but they don’t. It’s important to present things in a way that everyone can understand.”