Winning deals for P&O and their travellers

* and cementing our continued long term strategic partnership

In our strategic partnership with P&O Cruises, we conducted a thorough UX audit to identify and address key issues in their online booking process. By enhancing mobile usability, improving the visibility of crucial elements, and optimising the search functionality, we significantly improved user engagement and conversion rates.

Year
2023
Office
London
Industry
Travel
Disciplines
Design / CRO / UX

The Background

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.

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The Challenge

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.

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The Solution

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.

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The Results

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.

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Winning deals for P&O and their travellers
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Winning deals for P&O and their travellers
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Winning deals for P&O and their travellers
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Winning deals for P&O and their travellers
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The Results

+9%

Cruise purchase

+78%

More bookings after viewing the deals page.

+51%

More orders for P&O deals.

"Working with Eclipse has been fantastic. It has saved time in development, avoided inconsistencies in output and means we can develop and deploy experiments faster allowing us to continually drive toward iterative improvements."
Gavin Atcheson, P&O Cruises Senior Digital Experience Manager

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