The holiday company has restructured its marketing department with separate teams dedicated to acquisition, retention and conversion, with online split between them.
Butlins has appointed Interwoven Optimost to increase visitor conversion rates on www.butlins.com.
Interwoven Optimost will conduct testing on the homepage to determine the best design to increase bookings.
Butlins takes around 40 per cent of its annual bookings online. This has increased from around 16 per cent four years ago, according to online conversions manager, Kate Brett.
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