Winning deals for P&O Cruises and their travellers

In our long-term strategic partnership with P&O Cruises, we've been dedicated to refining and optimising their user journey, ensuring that booking a cruise holiday online meets the high expectations of their customers. Booking a cruise is more than a transaction; it's the start of a life experience. Therefore, it's crucial to align the online booking process with what their customers and potential customers want to see and experience.

When working with clients like P&O Cruises, we believethat collaboration is key to success. Our journey with P&O Cruises began with a comprehensive UX audit, followed by the implementation of our findings using our Conversion Rate Optimization (CRO) team. The audit revealed critical insights necessary for enhancing website performance, encouraging more completed transactions, and minimizing unnecessary barriers that could lead to lost sales.

Key issues identified included:

- Poor mobile device experience

- Visibility issues related to typography and CTA buttons

- Opportunities for improving search functionality

Hundreds of items were analysed, identified, and addressed as part of our extensive and ongoing CRO strategy partnership.

We began by reviewing session recordings and analytics, which revealed low engagement on the ‘Deals’ section of the site. By highlighting the Deals in the navigation, we made them more visible to visitors who might not have been specifically looking for deals but were still interested in special offers. Drawing attention to important areas significantly impacted user engagement.

We also noticed that the initial part of the listing page was dominated by a map, which made the page look very grey and uninviting. We reimagined this section with a more aspirational design to inspire and motivate cruisers to explore further details. This approach aimed to evoke a sense of adventure and excitement.

On the listing page, we focused on the key information users were searching for: price, duration, ship, and departure date. We made these data points more prominent and easier to identify at a glance, enhancing the user experience by not hindering discoverability.

Our strategic enhancements led to impressive results across all the areas tested. These outcomes demonstrate the effectiveness of our data-driven, user-centric approach. By simplifying the user journey and making essential information more accessible, we significantly improved engagement and conversion rates. This success story with P&O Cruises highlights the importance of continuous optimisation and strategic, evidence-based decisions in driving meaningful results.