Building the digital foundations for growth
MRVL works with Taste London Tours across digital experience, measurement, attribution and growth infrastructure — improving the systems behind how customers discover, understand and engage with the business.
Context
Taste London Tours runs small-group walking and bike food tours across London — a maximum of eight guests, with English, French and Spanish-speaking guides — on a custom-built booking platform rather than a third-party booking tool.
Challenge
The booking platform worked. The work was the layer around it: measuring what actually drives bookings, building trust at the point where guests decide, and giving distinct audiences — corporate groups, families, halal-food travellers — pages built for them.
Work
- Consent & analytics. A PECR-compliant cookie consent banner gating GA4, so analytics only initialise after explicit opt-in.
- Booking attribution. UTM and referrer capture wired through the booking form, into Stripe checkout metadata and into the booking record — verified end to end against a real production booking.
- Trust & reviews. A TripAdvisor section on the homepage, and a post-tour review-request email built to invite guests to review on Google and TripAdvisor.
- Audience pages. Dedicated corporate, halal and family tour pages, each with its own structured data, metadata and internal linking.
- Accessibility. A focused pass on colour contrast and ARIA that raised Lighthouse Accessibility from 92 to 96 on desktop and mobile.
- Mobile conversion. A sticky booking bar that keeps the booking action in reach once a visitor scrolls past the hero on a phone.
Approach
The work is sequenced — trust and measurement first, then conversion and distribution — and each stage closes with a production acceptance check before the next begins. Changes ship as small, verified releases, with the Lighthouse baseline held as a regression gate.
Consent, analytics and attribution went in early so that results can be measured rather than asserted.
Current state
The consent, analytics and attribution layer is live in production. The corporate, halal and family pages are live and measured through the same consent-gated analytics layer. MRVL continues as Taste London's technology partner, shipping new work as the business's priorities evolve.