An experience travel operator with strong bookings, a slow site, and an internal argument about whether to rebuild it.
01
The team had been quoted a full rebuild and wanted a second opinion before committing the budget. The site was slow and the booking flow leaked, but nobody had established whether those were platform problems or configuration problems.
Analytics were installed but had never been read against the funnel, so the drop-off point was a matter of opinion rather than record.
02
A week of work: a heuristic and accessibility pass, a funnel review against twelve months of analytics, and a performance trace of the three highest-traffic templates.
The finding was that the rebuild was not necessary yet. Most of the loss was in two steps of the booking flow and in a plugin stack that could be reduced without touching the platform.
03
The deliverable was a prioritised list ranked by effort against impact, with the top five items scoped tightly enough for their existing developer to start on immediately.
Saying a rebuild was not needed cost me the larger piece of work. It was still the right answer, and it is why the relationship is still there.
Indicative figures — replaced with the client’s own analytics once supplied.
