I agree, an excellent case study.

As an in-house marketer who, like many, would love to see the results achieved above, there is additional detail I’d like to see added to case studies such as this.

What I’d like to know is how this optimisation campaign effected sunshine.co.uk’s internal technical resources. Phrases such as “We carried out usability tests on every major redesign of the homepage, resort and hotel pages, and the booking process” sound great from a marketers point of view, but I wonder what the CTO thought about this added workload for his team. Was additional ‘tech’ resource budgeted into the proposal alongside the experts time and the tools that were used?

I’d love to see some quotes from their CTO as to what actually went into rolling out this campaign, and whether he had to ’staff up’ to handle these changes. I've worked with a major conversion optimisation agency in the past, and while there wasn’t a great deal of internal resource needed to test pages, there was to be able to consistently change your site based on what you were learning as you progressed.

Apart from this – well done on a great campaign!

Brian

I really appreciate the detail that went into the article.  Outstanding!