P&O Cruises reached out for some help in better applying CRO best practice to their user experience. Booking a cruise holiday online is to book a life experience, so it was hugely important to refine and optimise their user journey to ensure it was hitting the mark with what their customers, and potential customers, wanted to see.


When working with our clients, we truly believe collaboration is the path to success and this has proved to be the case with the team at P&O Cruises.

Our work began with a deep UX audit, and followed with the implementation of the findings, using our CRO team. The audit uncovered some findings that were vital in improving their website performance, encouraging more completed processes (sales) and minimising unnecessary barriers – thus reducing the number of lost sales. Key findings included issues with the mobile device experience, where the scroll navigation would disappear, making user experiences particularly difficult; visibility issues around typography and CTA buttons were identified and updated, as well as improvements to the search functionality. Hundreds of items were analysed, identified and implemented as part of their large and ongoing CRO strategy. Here’s just a couple of examples of success out of many.


After watching back session recordings and looking through analytics, we saw very low engagement on the ‘Deals’ section of the site. This led to one of the more basic experiments we’ve ran with P&O Cruises, which was simply highlighting the Deals in the navigation. This small change proved significant to the visitors to the site. Users weren’t necessarily looking for deals specifically, so these were being missed. Drawing attention to areas of importance has a big impact on users. The balance, however, is that there is a controlled use. The more you add, the more you risk diluting the results.

+51% order uplift+78% bookings after viewing the deals page


The map was the initial part of the listing you saw. This made the page very grey and we wanted to take a more aspirational approach to the design. This was intended to motivate cruisers to feel more inspired and driven to discover more details.

Another thing to consider on a listing page is the information users will searching for. This is more often than not, the price and a click-through. In this particular instance, the duration, ship and departure date were the key data points required. This needed to be easy to identify at a quick glance, so as not to get in the way of discoverability.

+9% cruise purchase

Cruise Listing Page example