{"id":92109,"date":"2024-11-15T17:51:18","date_gmt":"2024-11-15T12:21:18","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=92109"},"modified":"2025-05-05T13:19:12","modified_gmt":"2025-05-05T07:49:12","slug":"how-neilson-active-holidays-leveraged-behaviour-analytics-by-vwo","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/how-neilson-active-holidays-leveraged-behaviour-analytics-by-vwo\/","title":{"rendered":"How Neilson Active Holidays Leveraged Behaviour Analytics by VWO to Boost UX and User Engagement [Case Study]"},"content":{"rendered":"\n

Neilson Active Holidays<\/a> is a holiday company focused on creating award-winning travel experiences for its customers. With glowing reviews on Trustpilot and Feefo from thousands of satisfied travelers in its kitty, the company also continuously aims to improve user engagement on its website. <\/p>\n\n\n

Opportunity to enhance user engagement through data-backed analysis<\/strong><\/h2>\n\n\n

The CRO team at Neilson conducted a thorough competitor website research with the aim of improving their own website\u2019s usability and engagement. One of the primary observations during this exercise was the higher number of images used on competitor websites in product carousels.<\/p>\n\n\n\n

With only three images available per product on the Neilson Holidays website, there was an opportunity here to meet user expectations better. However, the team wanted to back this decision with data.<\/p>\n\n\n\n

This is where VWO Insights helped.<\/p>\n\n\n\n

A detailed audit of the search results page using VWO heatmaps and scrollmaps revealed that users heavily interacted with product image carousels in search results, making them the most clicked element on the page. <\/p>\n\n\n\n

This indicated that the carousel information was important for users and presented another opportunity – that of potentially boosting click-through rates on the image carousel.<\/p>\n\n\n\n

Hence these hypotheses were formed:<\/p>\n\n\n\n

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  1. Users desired more visual content to make informed decisions at the product exploration stage.<\/li>\n\n\n\n
  2. Optimising the image carousel could lead to more users moving ahead in the conversion funnel – from exploration to the production description page, and then to checkout.<\/li>\n<\/ol>\n\n\n

    Key findings from VWO Insights\u2019 analysis<\/strong><\/h2>\n\n\n

    Using heatmaps and scroll maps on desktop and mobile, the CRO team at Neilson discovered several other key trends on the search results page. <\/p>\n\n\n\n

    The image carousel’s \u2018next\u2019 button emerged as the most-clicked element, indicating a strong user preference for browsing multiple images. <\/p>\n\n\n

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    \"Neilson<\/figure>\n<\/div>\n\n\n

    Reviews and “Club Board” information received minimal interaction, suggesting potential usability or comprehension gaps.<\/p>\n\n\n\n

    Scrollmapping data showed that users on both desktop and mobile typically only view three product cards, with viewership dropping significantly after five cards.<\/p>\n\n\n

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    \"Neilson<\/figure>\n<\/div>\n\n\n

    Desktop users were more likely to interact with the \u201cContinue\u201d CTA compared to mobile users, where engagement was lower, mirroring a known trend of reduced mobile conversions.<\/p>\n\n\n

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    \"Neilson<\/figure>\n<\/div>\n\n\n

    Hence with VWO Insights, the CRO team at Neilson Holidays could do the following:<\/p>\n\n\n\n