P&O Cruises reached out for some help with the purchase conversion of their drinks packages. After booking a cruise holiday online guests are given access to total control of their booking via the MyCruise App. In the app, they’re able to explore excursions, onboard experiences, restaurants and upgrade packages.


We have worked with, and continue to work P&O Cruises, over a number of years in a truly collaborative way and this is what has led us on a path of continued success. 

For this particular project, we analysed their current pages and the data associated with them – how users were interacting with the page, what they were interacting with and what the conversion looked like on this page. In order to work toward a solution that would drive that all-important increase in conversion, we had to know what was in place and what was already working, if anything.

This is always an incredibly important step in this kind of process. Going in blind with assumptions or instinct alone is dangerous. The best source of initial direction will always be gained from first-party data. 


We addressed the information displayed and how the information was presented to users – how packages were named and how the information (what’s included) was presented to visitors. We ensured that brand standards were kept in line at all times and tied in with the process of other product purchases on the site for a fluid user experience.

We also analysed how similar actions were undertaken by other e-commerce websites: Comparison of packages/products and how users would usually add their selection to a basket and check out.

We proposed a solution that showed users their options in a concise, easy-to-read way: Larger imagery, bullet-point lists of package offerings and individual CTAs (calls to action) for each package so that users could easily see the benefits of each package and make an informed selection.

+18% Order Uplift+21.8% Revenue Per Visitor


When you compare the original layout to the new design, the change feels huge but the same information is being delivered. We just made it easier to digest and interact with. 

Research shows:

• 90% of information transmitted to the brain is visual, and visuals are processed in the brain at 60,000 times the speed of text

• Content with images gets 94 percent more views at the outset than content without images.

This change helped guests to focus and then engage deeper. The original wall of text without any visual cue can be daunting. The introduction of bullet points called out what was important and made the information easier to digest and understand. Including individual add-to-basket buttons also removes a step from the process and makes it very clear what it is you’re planning to purchase.

The results speak for themselves and the continued success will help inform other design decisions and projects as they come up.