Butlin’s sales jump, thanks to transformed digital experiences

One of the UK’s most-loved holiday brands has seen overall online conversions increase by 12% after our team helped to deliver a complete digital refresh. 

Having seen these results early, the team is expecting an even larger return on investment from updating its booking journey.

At a glance

Improved booking process

New digital experience platform (DXP) is a game-changer for the holiday booking process

Refreshed website

Refreshed website resonates with target audience and drives real outcomes.

ROI from year 1

Overall conversions increase by 12% – and Butlin’s sees a ROI within the first year

Faster teams

Butlin’s teams are able to move faster, as content is managed in a streamlined way

Ease of content publication

Teams can create content once and publish it everywhere

"It's been game-changing in terms of managing our content. Already we can see the returns; the bounce rate has gone down 5%, and the conversion to search, which is a big metric for us that we track, has gone up 8%, and the biggie is that conversions have gone up by about 12%."
Joanna M., Head of Digital, Butlin's

About Butlin's

Founded in 1936 by Billy Butlin, Butlin’s is a well-known group of holiday resorts in the United Kingdom. The company’s aim is to provide affordable and enjoyable holidays for British families (the Butlin’s family brand) and groups of adults (Butlin’s Big Weekenders) – making the UK short break accessible to all.

The Challenge

Butlin’s outdated content management system (CMS) was slow and difficult for editors. The customer experience also suffered from slow page speeds and lacked personalisation and optimisation capabilities. The company recognised that a new DXP could increase speed, improve experiences and achieve economies of scale. Butlin’s also wanted content authors to be able to manage the website without constant support from developers.

Our Solution

A partnership between One Beyond and Magnolia delivered a new DXP for Butlin’s – with a website that content authors can manage independently, a streamlined booking process and an improved customer experience. The Magnolia DXP aligns perfectly with Butlin’s needs: it’s easy to use for non-technical content authors – and teams can create content once and publish it everywhere

A closer look at features and benefits

Authors can get working – without having to consider how content is delivered to the front-end

Butlin’s developers can write front-end code independent of how content is managed

This separation enables marketers to manage digital experiences without having to rely on IT

Magnolia DXP acts as a single source of truth for all omnichannel content.

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Industry

Sport and Leisure

Services

Consumer Website Product Development Software and Hardware integration Licensed Software Responsive Website

Technologies

Magnolia DXP
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