David Tutin

This project involved collaborating with the product management team to develop over 20 new accommodation-type page formats that were previously accessible only through filters in the booking funnel. We leveraged search data and internal information to achieve this, particularly accommodation classifications. As a result of this initiative, we successfully created indexable search landing pages for phrases like "hostels in," "apartments in," and "villas in."

This project involved implementing a new content strategy across eCommerce and blog landing pages, leading to enhanced user engagement metrics like a higher dwell time and scroll depth and a lower overall bounce rate. Collaborating with the trade team and utilizing Contentsquare, we conducted A/B testing to test new page layouts, resulting in a significant 22% increase in conversion rates. This improvement elevated the site's average conversion rate from 3.35% to 4.10%, demonstrating the effectiveness of the new strategy and layout adjustments in driving user conversions.

I created new internal linking modules using the site's CMS to enhance user exploration of emerging sub-category pages on the website. Our team revamped the global site navigation by eliminating low-performing categories and substituting them with in-demand categories that displayed better conversion rates, enhancing visibility for new and returning customers. Additionally, we strategically cross-linked with the blog, revitalizing relevant content previously neglected or isolated due to inadequate internal linking practices.