In our long-term strategic partnership with P&O Cruises, we’ve been working to better apply CRO best practices to their user experience. Booking a cruise holiday online is to book a life experience, so it’s been hugely important to refine and optimise their user journey to ensure it is always hitting the mark with what their customers, and potential customers, want 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 on this project began, as is often the case, 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, visibility issues around typography and CTA buttons, as well as opportunities for improvements to the search functionality. Hundreds of items were analysed, identified, and implemented as part of our large and ongoing CRO strategy partnership.


After watching back session recordings and looking through analytics, we saw very low engagement on the ‘Deals’ section of the site. Highlighting the Deals in the navigation 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.

In another enhancement, the map was the initial part of the listing you saw. This made the page very grey, and we took the approach to make it a more aspirational approach in the design. This was intended to motivate cruisers to feel more inspired and driven to discover more details. 

Another thing we considered on the listing page was the information users were searching for. This is often, the price and a click-through. In this instance, the duration, ship, and departure date were the key data points required. We made these easier to identify at a glance, so as not to get in the way of discoverability.


+51% Deals Order Uplift

+78% Bookings After Viewing the Deals Page

+9% Cruise Purchase

Cruise Listing Page example