Client work

Amsterdam Activity Guide: rebuilding the path from "looks fun" to "booked".

Amsterdam Activity Guide sells tours, boat trips and stag & team-building activities in Amsterdam. The site had steady traffic but a booking flow that leaked trust at the worst possible moment — the payment step. We were brought in on an ongoing retainer to fix that, and to give the owner real data about what visitors actually do.

What we did

• Checkout redesign. The cart and checkout summary were rebuilt as a single “confidence card” — what you're booking, when, for how many people and what you pay now, all in one calm block with the pay button as the hero. No plugin bloat: the whole redesign shipped as CSS in the theme.
• Honest conversion tracking. The site's analytics events had silently died — zero begin-checkout or purchase events in 90 days. We rebuilt tracking twice over: Google Analytics events plus a first-party database log, so marketing decisions no longer rely on a single fragile tag.
• A “build your package” bundle builder. Stag-party and team-building visitors can now assemble their own multi-activity package, with per-person and flat pricing plus minimum-group rules handled automatically.
• Social proof, the honest kind. A lightweight toast that shows recent real bookings (country-level only, for privacy) — no faked “someone in London just bought” widgets.
• Content & SEO housekeeping. Reformatted 33 broken product descriptions, added 301 redirects for renamed pages, and built a one-command cache purge so edits actually reach visitors through the CDN.

Why it matters

Tours are an impulse-plus-trust purchase: people decide emotionally, then look for a reason to bail at checkout. Every change above removes one reason to bail — or tells the owner exactly where people still do. That's the same thinking we put into every site we build, whether it's a one-day build or an ongoing retainer like this one.