Conversion rate optimisation focuses on the share of visitors who take a chosen action. That action might be sending an enquiry, signing up or completing a purchase. It combines evidence about how people use a website with changes and tests intended to improve that action’s completion rate. Source: Mailchimp: Conversion rate optimisation

Choose one question to test

Start with a specific problem, such as whether the enquiry form makes departure dates hard to enter on a phone. Record the current completion measure and test a proposed improvement. A clear question makes the result more useful than changing several unrelated parts of the page at once.

Check what happens after the click

Review completed enquiries alongside their relevance and eventual booking outcome. Agree how long to observe the test before judging it. This gives the team a basis for deciding whether an easier form is bringing useful enquiries, as well as whether more people submit it.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.